As Director of Marketing of Cal’s Coffee Place, I’d like you to analyze the current Coffee/Restaurant market (consisting of Starbucks and Dunkin Donuts.) to try to find a unique positioning for your new restaurant

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Part 1
Question 1
As Director of Marketing of Cal’s Coffee Place, I’d like you to analyze the current Coffee/Restaurant market (consisting of Starbucks and Dunkin Donuts.) to try to find a unique positioning for your new restaurant. You should discuss the following
1. A Strategic Situation Summary
2. The current distinctive capabilities of the competitive set, and what Cal’s distinctive capability might be
Question 2
An analysis of your 6 P’s of marketing.
1. A segmentation strategy for your new restaurant
2. A target market recommendation and positioning for your new restaurant in the market (vis a vis Starbucks and Dunkin.)
3. Finally, what will be your Social Media and Mobile strategy for Cal’s Coffee Place.
Your recommendation should come from your understanding of the position of the company, your creativity and what YOU think they should be thinking about. The essay should be no more than two pages, double-spaced.
Part II
Multiple Choice: 3 points each (36 Points)
PLEASE PUT JUST ANSWERS ON A
SEPATARE SHEET OF PAPER – EX: 1) A 2)B, ETC.
1) Xavier is analyzing potential market segments. He should carefully seek potential customers who have both an interest in his products and
1. A) a thorough knowledge of his brand messages.
2. B) the ability to buy them.
3. C) knowledge of competing products.
4. D) the ability to negotiate discounts.
5. E) are removed from traditional marketing alternatives.
2) Which of the following is a core aspect of marketing?
1. A) satisfying as many needs as possible
2. B) creating a product that everyone will want to buy
3. C) setting prices lower than all competitors
4. D) making product, place, promotion, and price decisions
5. E) increasing the company’s profit
6. F) all of the above
3) Some banks offer special accounts designed to attract junior high school students. These kids save in such small amounts that the accounts cost banks more to maintain than they are worth; however, bankers know that consumers are creatures of habit and hope that the young people they serve now will become adult customers. These banks recognize:
1. A) that operational excellence is an important macro strategy.
2. B) the lifetime value of customers.
3. C) that product excellence leads to loyal customers.
4. D) the importance of making decisions based on short-term results.
5. E) that as long as customers bring in some revenue, costs do not matter.
6. F) All of the above
4) The creation of CVS Health’s mobile apps in connection with its onsite Minute Clinics is a response to a ________ trend that surrounds health and wellness concerns.
1. A) marketing
2. B) social
3. C) media
4. D) technological
5. E) service
5) Marketers are particularly interested in post-purchase behavior because it
1. A) involves both compensatory and non-compensatory consumers.
2. B) offers insights into information search methods.
3. C) avoids situational conflicts.
4. D) involves actual rather than potential customers.
5. E) involves both actual and potential customers.
6. Marketing involves all of the following except
7. A) conducting exchanges.
8. B) satisfying customer needs and wants.
9. C) creating value.
10. D) efforts by individuals and organizations.
11. E) production scheduling.
7) Which of the following is least likely to provide a sustainable competitive advantage?
1. A) lowering prices
2. B) having a well-known brand name
3. C) achieving high levels of customer satisfaction
4. D) using patented technology
5. E) creating an efficient supply chain
8) Kellogg’s marketing communications about its Special K cereal appeal almost exclusively to women. This is an example of ________ segmentation.
1. A) geographic
2. B) psychographic
3. C) demographic
4. D) benefits
5. E) behavioral
9) Many companies use the Internet to allow consumers to design customized products; for example, Nike allows customers to order shoes with custom color combinations. This is a form of
1. A) micromarketing.
2. B) concentrated targeting.
3. C) psychographic segmentation.
4. D) differentiated targeting.
5. E) undifferentiated targeting.
10) The first question a marketing researcher should ask before embarking on a research study is
1. A) Who will pay for it?
2. B) Will the research be useful?
3. C) What is the due date?
4. D) What sample size will be needed?
5. E) Should we use structured or unstructured questions?
11) Successful firms focus their efforts on satisfying customer needs that
1. A) are easiest to satisfy.
2. B) provide minimal core value.
3. C) are important to all generational cohorts.
4. D) competitors have tried and failed to satisfy.
5. E) match their core competencies.
12) All of the following are considered qualitative research except
1. A) experiments.
2. B) observation.
3. C) focus groups.
4. D) social media.
5. E) in-depth interviews.
Part III – Short Essays – Please answer all the following questions. Feel free to use diagrams or charts if you feel they will help defend your position.
1. Other than their ages, what are three key differences between Millenials and Baby Boomers, and what media decisions must marketers make to reach these groups.
2. Explain the distinctive capabilities of Bank of America and TD Bank. Who are their target audiences and what makes them different?
3. Explain post-purchase dissonance. What four steps can companies take to alleviate post-purchase dissonance?
4. Choose a product you’ve purchased in the last few years and explain the stages of the consumer purchase process that you went through.
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