Scenario 5-1 At Meeting with Snapple Distributors in NYC, Cadbury Executives Unveil

question 7

Multiple Choice

Scenario 5-1
At meeting with Snapple distributors in NYC, Cadbury executives unveil new ads/products and stress that the company will work to re-forge strong consumer connections for brand. Cadbury Americas Beverages CEO Gil Cassagne acknowledges, "recently Snapple's connection with consumers has been slipping (and) performance has been volatile." Snapple has had some "frustrating issues and setbacks," but promises improvements and asks distributors for "open mind" and to "believe again." He declares Cadbury will return "to the roots of what made Snapple, Snapple." He acknowledges the company doesn't yet have "all the answers." But Cassagne promises that the company will work with distributors and declares: "I'm all about winning and you are, too." He says "winning" means enjoying "above-category profitable growth."
("Cadbury Unveils New Snapple Ads and Products.'Believe Again.' 'All About Winning.'", Beverage Digest, October 24, 2004.)
-(Scenario 5-1) For many years, when people thought of iced tea, they thought of Lipton and Nestea. Therefore, one necessary step toward Snapple's future success is to

• A) rank highest on all iced tea evaluative criteria.
• B) develop an emotional benefit.
• C) find a series of functional benefits to advertise.
• D) become part of the consideration set.

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Definitions:

Axons

Long, threadlike parts of a nerve cell along which impulses are conducted from the cell body to other cells.

Dendrites

Branch-like extensions of neurons that receive signals from other neurons and transmit them toward the cell body.

Synaptic Cleft

The small gap between neurons at a synapse, through which neurotransmitters are released to transmit signals to adjacent neurons.

Electrochemical Process

A type of reaction that involves the transfer of electrons and can occur within the nervous system, affecting how neurons communicate.