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1) In the MMB Co

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1) In the MMB Co. case study, the ___________________ is an example of an opportunity in the SWOT framework

A. Presence of the brand among retailers in neighbouring states

B. High level of awareness and strong brand image of Mountain Man's Lager

C. Shifting tastes of WV consumers toward wines, spirits, imported beers and craft beers

 

2) Mr. Asa G. Candler's decisions in the late 1800's to advertise Coke as a refreshing beverage, and sell it through retail outlets other than drugstores was, in modern strategy jargon, a _________________ move.

 

A. Brand repositioning

B. Promotion strategy

C. Product strategy

 

3) In the MMB Co. case study, the ___________________ is an example of a factor in the context "C" of the 5 Cs framework.

 

A. Repeating of state laws limiting the selling of beer in retail outlets other than liquor stores

B. Ability of MMB Co. to consistently manufacture high quality beer

C. Growing uneasinesses of retailers to carry beer brands offering limited choice

 

4) The dramatic process by which the traditional formula branded as Classic Coke, once reinstated in July 1984, recuperated the ground lost by New Coke, and then some, shows how management failed to see ________________ as a fundamental ______________ .

 

A. The brand, strength

B. New formula, weakness

C. Loyalists, opportunity

 

5) In the New Coke case study c. 1984, seeing the soda market as made up by gret generation, swing generation and baby-boomers belongs in the ________________ stage of marketing strategy-making.

 

A. Packaging

B. Targeting

C. Marketing mix