Starbucks Expanded from Bottled Frappuccino to Two Canned Products-Doubleshot and Starbucks

question 20

Multiple Choice

Starbucks expanded from bottled Frappuccino to two canned products-Doubleshot and Starbucks Iced Coffee.While all are coffee-based products,each has a slightly different consumer base.Doubleshot is advertised as a morning beverage,Frappuccino as an afternoon treat,and Starbucks Iced Coffee as an all-day product.What approach to positioning is Starbucks most likely using?

• A) cultural symbol
• B) product class
• C) use/application
• D) product competitor
• E) price/quality

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Definitions:

Market Return

The total return from an investment market, including dividends, interest, and capital gains.

Growth Rate

The percentage increase in the size or value of something, such as a company's revenue or an economy's GDP, over a specified period.

Proxy Fights

Proxy fights occur during shareholders' meetings when opposing groups of shareholders solicit votes from other shareholders to win control over the company's board of directors.

Board of Directors

A group of elected or appointed members who jointly oversee the activities of a company or organization.