solution

Roxta Confectioners has launched two new products—Big Bear Candy for children and Dark Coffee Sticks for adults. Roxta has set up a different approach for each product. Big Bear Candy will be sold at $0.99 at all retail stores, close to the cash counters. Dark Coffee Sticks will be sold at $4.99, and instead of being merchandised at cash counters, it will be on the shelves of many grocery stores. Roxta has decided to advertise Big Bear Candy to children through television ads. It has also conducted events and games to “Meet Big Bear.” For Dark Coffee Sticks, Roxta has tried to connect with adults through newspaper ads and social media. Roxta has been successful in realizing profits through its two products. By identifying the needs of the two different target groups for its two products, and devising a marketing mix to launch its products successfully, Roxta shaped the elements of the marketing mix to create a _____. *

a)marketing process

b)marketing program

c)sales strategy

d)promotional offer

Roxta Confectioners has launched two new products—Big Bear Candy for children and Dark Coffee Sticks for adults. Roxta has set up a different approach for each product. Big Bear Candy will be sold at $0.99 at all retail stores, close to the cash counters. Dark Coffee Sticks will be sold at $4.99, and instead of being merchandised at cash counters, it will be on the shelves of many grocery stores. Roxta has decided to advertise Big Bear Candy to children through television ads. It has also conducted events and games to “Meet Big Bear.” For Dark Coffee Sticks, Roxta has tried to connect with adults through newspaper ads and social media. Roxta has been successful in realizing profits through its two products. Which of the following elements of the marketing mix explains Roxta’s activity to sell Big Bear Candy at the cash counters and Dark Coffee Sticks on the shelves? *

a)packaging

b)price

c)promotion

d)place

Roxta Confectioners has launched two new products—Big Bear Candy for children and Dark Coffee Sticks for adults. Roxta has set up a different approach for each product. Big Bear Candy will be sold at $0.99 at all retail stores, close to the cash counters. Dark Coffee Sticks will be sold at $4.99, and instead of being merchandised at cash counters, it will be on the shelves of many grocery stores. Roxta has decided to advertise Big Bear Candy to children through television ads. It has also conducted events and games to “Meet Big Bear.” For Dark Coffee Sticks, Roxta has tried to connect with adults through newspaper ads and social media. Roxta has been successful in realizing profits through its two products. Roxta has developed two products for two specific groups of potential customers. What are these groups called? *

a)target market

b)strategic market

c)loyalty program members

d)consumers

The specific group(s) of existing and potential consumers to which marketers direct their marketing efforts is referred to as a _____. *

a)market aggregation

b)mass market

c)tangent market

d)target market