-As the Brand Manager for Red Bull, What Would You

question 381

Multiple Choice

$$\begin{array} { | l c c c c | } \hline \text { Brand } & { \text { Dollar Sales Market Share } } &&{ \text { Unit Volume Market Share } } \\\hline \text { Red Bull } & \mathbf { 2 0 1 0 } & \mathbf { 2 0 0 9 } & \mathbf { 2 0 1 0 } & \mathbf { 2 0 0 9 } \\\hline \text { Monster } & 18 & 37 \% & 33 \% & 33 \% \\\hline \text { Rockstar } & 7 & 17 & 19 & 18 \\\hline \begin{array} { l } \text { Other } \\\text { Brands }\end{array} & \frac { 37 } { 100 \% } & \frac { 38 } { 100 \% } & \frac { 40 } { 100 \% } & \frac { 40 } { 100 \% } \\\hline\end{array}$$
-As the brand manager for Red Bull, what would you conclude from the information provided in the Price Premium Marketing Dashboard above?

• A)Red Bull has a price premium relative to Monster.
• B)Rockstar has a price premium relative to Monster.
• C)Red Bull engaged in price discounting relative to Monster and Rockstar from 2009 to 2010.
• D)Rockstar sold more product than Monster in 2010.
• E)In terms of dollar market share, Red Bull has a lower share than the "Other Brands" category.

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Definitions:

Y Chromosome

The sex chromosome typically found in male mammals, which carries genes responsible for the development of male characteristics.

Chromosomes

Thread-like structures located inside the nucleus of animal and plant cells, made of protein and a single molecule of DNA.

Autosome

Any chromosome that is not a sex chromosome, involved in determining the genetic traits of an organism except for the sex.

Allele

One of two or more versions of a gene that determine variations in a hereditary characteristic.