When Frito-Lay Decided to Move to a Global Campaign to Connect

question 9

Multiple Choice

When Frito-Lay decided to move to a global campaign to connect worldwide fans with a consistent storyline, look, and feel from the Doritos brand, it created

• A)higher advertising production costs.
• B)longer lead times to introduce products into world markets.
• C)a consistent international brand image.
• D)more complex coordination of marketing and promotional programs.
• E)less desirable economies in production and distribution.

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Definitions:

Producer Surplus

The difference between what producers are willing to accept for a good or service and the actual price they receive.

Market Price

The market price is the current price at which an asset or service can be bought or sold in a given market.

Consumer Surplus

The difference between the total amount consumers are willing and able to pay for a good or service and the total amount they actually pay.

Willing to Pay

The maximum price at which a consumer values a good or service enough to purchase it.