What did the John Hancock marketers do when the TV audience for the college bowl game that it sponsored began to drop over the years?
a. It rallied viewer support with promotions for it in traditional media.
b. It invited other companies to share the cost of sponsoring the event.
c. It gave up on event sponsorship and went back to standard advertising techniques.
d. It moved promotional dollars to sponsor other sporting events.
Question 2
Zoe is a manager at a small, independent grocery store. Part of her job is to analyze sales data and information on consumers to determine how much of different competing products she should order for her store and how much shelf space to give to each of the competing brands. Zoe is working on
A) category management.
B) identifying target customers.
C) expanding product mix width.
D) improving atmospherics.
E) updating retail positioning.
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