Question 1

MyCokeRewards.com,which gives Coke drinkers points for each purchase that they can redeem for rewards such as downloadable ring tones,is an example of

Accepted Answer

A)   a frequency/loyalty program.
B)   benefit segmentation.
C)   mass marketing.
D)   product differentiation.
E)   a points-for-purchase program.F) B) and C)
G) A) and B)

Question 2

A clear version of Coke Zero would probably be successful if it was positioned as the only clear diet cola on the market.

Accepted Answer

A) True 
 B)False

Question 3

A potential cost of marketing Coke Zero could be the ________ of sales from other drinks within the Coca-Cola product line.

Accepted Answer

A)   differentiation
B)   segmentation
C)   concentration
D)   cannibalization
E)   None of the aboveF) D) and E)
G) All of the above

Question 4

The hidden-camera videos that were placed strategically on Web sites like YouTube to promote Coke Zero were an example of marketing according to

Accepted Answer

A)   benefit segmentation.
B)   demographics.
C)   geodemographic segmentation.
D)   usage-rate segmentation.
E)   psychographic segmentation.F) A) and C)
G) C) and E) E

Question 5

When the Coca-Cola Company set out to create a product that would appeal to young Hispanic men,they were using ________ segmentation.

Accepted Answer

A)   benefit
B)   demographic
C)   geographic
D)   racial
E)   psychographicF) None of the above
G) C) and D) B

Question 6

If the Coca-Cola Company decided to start marketing Coke Zero as a drink for middle-aged women,then they would be repositioning it.

Accepted Answer

A) True 
 B)False

Question 7

A list of reasons why customers choose to drink Diet Coke Plus would be helpful for marketers using benefit segmentation.

Accepted Answer

A) True 
 B)False

Question 8

Coca-Cola was hoping that its customer's loyalty to drinking Diet Coke would easily transition to market share for Diet Coke Plus.

Accepted Answer

A) True 
 B)False

Question 9

The Coca-Cola Company uses an undifferentiated targeting strategy for its entire line of products.

Accepted Answer

A) True 
 B)False  False

Question 10

When Coca-Cola reintroduced the Coke Zero can in 2007 with a new black label for the U.S.market so that it would no longer be confused with Diet Coke or other diet colas,it was attempting:

Accepted Answer

A)   one-to-one marketing.
B)   geodemographic segmentation.
C)   product differentiation.
D)   repositioning.
E)   All of the aboveF) A) and E)
G) C) and E)

Exam 16: Coke Zero

MyCokeRewards.com,which gives Coke drinkers points for each purchase that they can redeem for rewards such as downloadable ring tones,is an example of

Correct Answer
verified

A clear version of Coke Zero would probably be successful if it was positioned as the only clear diet cola on the market.

Correct Answer
verified

A potential cost of marketing Coke Zero could be the ________ of sales from other drinks within the Coca-Cola product line.

Correct Answer
verified

The hidden-camera videos that were placed strategically on Web sites like YouTube to promote Coke Zero were an example of marketing according to

Correct Answer
verified
E

When the Coca-Cola Company set out to create a product that would appeal to young Hispanic men,they were using ________ segmentation.

Correct Answer
verified
B

If the Coca-Cola Company decided to start marketing Coke Zero as a drink for middle-aged women,then they would be repositioning it.

Correct Answer
verified

A list of reasons why customers choose to drink Diet Coke Plus would be helpful for marketers using benefit segmentation.

Correct Answer
verified

Coca-Cola was hoping that its customer's loyalty to drinking Diet Coke would easily transition to market share for Diet Coke Plus.

Correct Answer
verified

The Coca-Cola Company uses an undifferentiated targeting strategy for its entire line of products.

Correct Answer
verified
False

When Coca-Cola reintroduced the Coke Zero can in 2007 with a new black label for the U.S.market so that it would no longer be confused with Diet Coke or other diet colas,it was attempting:

Correct Answer
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Exam 16: Coke Zero

MyCokeRewards.com,which gives Coke drinkers points for each purchase that they can redeem for rewards such as downloadable ring tones,is an example of

Correct AnswerverifiedShow Answer

A clear version of Coke Zero would probably be successful if it was positioned as the only clear diet cola on the market.

Correct AnswerverifiedShow Answer

A potential cost of marketing Coke Zero could be the ________ of sales from other drinks within the Coca-Cola product line.

Correct AnswerverifiedShow Answer

The hidden-camera videos that were placed strategically on Web sites like YouTube to promote Coke Zero were an example of marketing according to

Correct AnswerverifiedE

When the Coca-Cola Company set out to create a product that would appeal to young Hispanic men,they were using ________ segmentation.

Correct AnswerverifiedB

If the Coca-Cola Company decided to start marketing Coke Zero as a drink for middle-aged women,then they would be repositioning it.

Correct AnswerverifiedShow Answer

A list of reasons why customers choose to drink Diet Coke Plus would be helpful for marketers using benefit segmentation.

Correct AnswerverifiedShow Answer

Coca-Cola was hoping that its customer's loyalty to drinking Diet Coke would easily transition to market share for Diet Coke Plus.

Correct AnswerverifiedShow Answer

The Coca-Cola Company uses an undifferentiated targeting strategy for its entire line of products.

Correct AnswerverifiedFalse

When Coca-Cola reintroduced the Coke Zero can in 2007 with a new black label for the U.S.market so that it would no longer be confused with Diet Coke or other diet colas,it was attempting:

Correct AnswerverifiedShow Answer

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Correct Answer
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E

Correct Answer
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B

Correct Answer
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False

Correct Answer
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