Scenario 7-2 In 1974, H. J. Heinz Company Selected Leo Burnett Company

question 9

Multiple Choice

Scenario 7-2
In 1974, H. J. Heinz Company selected Leo Burnett Company, Inc. to handle national advertising for Heinz Ketchup, and in 2002, after an intensive agency review, awarded the agency the global advertising and brand positioning for Heinz Ketchup and other condiments and sauces. Forget those original 57 varieties: H.J. Heinz now has thousands of products. One of the world's largest food producers, Heinz produces ketchup, condiments, sauces, frozen foods, beans, and pasta. Heinz controls 60% of the US ketchup market. Its customers include US and international food retailers, the food service industry, and the US military. The company's leading brands include Ore-Ida frozen potatoes and Weight Watchers foods. (www.hoovers.com-Heinz) .
-(Scenario 7-2) Which of the following is not an argument for the localization of marketing efforts?

• A) Different product attributes have different importance levels in different markets.
• B) An effort cannot be successful if it ignores local customs and values.
• C) Having to create individualized campaigns for local markets creates a powerful economy of scale.
• D) A campaign is likely to fail if it does not fully assess and understand local competitive efforts.

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Definitions:

Sensitivity Analysis

A financial modeling technique used to determine how different values of an independent variable affect a particular dependent variable under a given set of assumptions.

Sponsorship Relationship

Describes the formal alliance between an entity, typically a corporation, and another party, often in events, nonprofits, or sports, where each provides mutual benefits to the other.

Business Sponsor

A company or individual that provides financial support for events, projects, or organizations, often in exchange for advertising or promotional opportunities.

Social Enterprise

An organization that applies commercial strategies to maximize improvements in human and environmental well-being, rather than maximizing profits for shareholders.