Big Fizz Co

question 123

Multiple Choice

Big Fizz Co., a manufacturer of cola-flavored drinks, wants to add packaged fruit juices to its existing product line. Big Fizz needs to make some decisions regarding packaging and branding of the fruit juices. These decisions would fall under which variable of the marketing mix?

• A) Product
• B) Place
• C) Promotion
• D) Price
• E) Personal selling.

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Definitions:

Institutional Advertisements

Advertisements designed to build goodwill or an image for an organization rather than promote a specific product or service.

Goodwill

An intangible asset that represents the value of a company’s brand name, customer relationships, employee relations, and other factors not physical in nature.

Image

The perception or representation of someone or something as reflected through media, design, or public opinion.

Comparative Advertising

A marketing strategy where a brand compares its products or services directly with those of competitors in order to highlight its advantages.