Quiz 13: Developing and Managing Brand and Product Categories


Marketing intermediary: Any firm that operates between consumers, producers, or business users is known as marketing intermediary. Wholesalers and retailers are both marketing intermediary. The following are the roles of marketing intermediary: A wholesaler is an intermediary that takes title to the goods it handles and then distributes these goods to retailer, distributors, or sometimes end customers. A retailer owns a store and it is operated by someone other than manufacturer of the product that it sells.

Synopsis: C.D combines Dolphin- class tugs operated by F.M with hybrid tug in order to build a fuel efficient tug. It was a successful collaboration, though it had some negative impact. The collaboration also resulted in it being fuel effective. The commitment such as reducing fuel consumption and vessel emission has played a major role as a differentiator for the firm. Explanation: The hybrid tug performance has become better after the collaboration. The company is able to save more cost because tug uses 30 percent less fuel after the collaboration, and its green house gas emissions are also minimized. Carbon dioxide and sulfur dioxide emission are cut to as much as 30 percent. The operator finds that the boat sound has reduced. Another benefit F.M has is that he can replace batteries from three to five years from now; this has become a greater choice of replacement option.

Product: Temperature sensitive vending machines will charge more for hot drinks such as coffee, tea, and cocoa during cold weather. Statement: "The temperature sensitive vending machine will be successful." Justification: The machine will be more profitable in colder countries, because people will prefer hot drinks in a cold climate. The vending machine should target upper middle class people who will be ready to pay more money for the product if they attain a comfortable experience. To succeed in hot climate countries , the company must install a vending machine that sells cold drinks such as iced tea, soft drinks, and other packed drinks. The vending machine should be placed in the right place where there would be frequent visits of target people such as in convenience stores, malls, or department stores.