Starbucks expanded from bottled Frappuccino to two canned products—Doubleshot and Starbucks Iced Coffee. While all are coffee-based products, each has a slightly different consumer base. Doubleshot is advertised as a morning beverage, Frappuccino, an afternoon treat, and Starbucks Iced Coffee as an all-day product. What approach to positioning is Starbucks most likely using?

A shopper at Whole Foods was asked by a researcher to look at a magazine ad for a new line of organic soups. The researcher asked the shopper if the ad seemed credible. What method of pretesting was the researcher using?

Which of the following statements is true about the FCB grid?

Drawing on almost 50 years of experience, Cotton Council International (CCI), the export promotion arm of the National Cotton Council is devoted to expanding U.S. cotton exports by capitalizing on consumer preference for cotton fiber and its products. CCI spends promotional dollars advertising the benefits of 100 percent cotton clothing. CCI uses:

The Values and Lifestyles (VALS) typology uses a two-dimensional structure based on:

A disadvantage of collecting primary data is that it is:

The development of _____ marketing requires marketers to focus on ingenious tactics first and then develop tactics into a strategies.

Flex Co. manufactures rivets used on heavily loaded conveyor belts which carry ore in underground and surface mining operations. Flex would most likely hire a(n) _____ agency to create the company’s advertising.

Which of the following is a good guideline to use for developing an effective questionnaire?

Florida’s Natural brand orange juice introduced a marketing campaign to alert consumers that their brand was not made with any imported orange juice. The campaign by the co-op of citrus growers that produce Florida’s Natural featured television advertisements that questioned why other premium orange juice brands would use imported juices when America produces such fresh fruit. To determine if this campaign created a positive image for Florida-grown oranges, the co-op should most likely use a(n):