制卧价贸易大考 《营销学原理》 期末考试试卷答案 buyers.But paper items(Feminine Protection product and Diaper)and Snacks Beverages are less consistent.(2 points) Criteria: a.I point for the definition of product mix width,2 points for the product mix width of Procter Gamble China; b 1 point for the definition of product mix length,2 points for the product mix length of Procter Gamble China: c.1 point for the definition of product mix consistency,2 points for the product mix consistency of Procter Gamble China. (2)What brand strategy (line extensions,brand extensions,multibrands or new brands)does P&G apply to its Hair Care line?Explain the strength and weakness of such brand strategy.(11 points) Suggested answer: The brand strategy that P&G applies to its Hair Care category is multibrands, (2 points)because it markets 5 different brands in it.(2point) Strength of multibranding:It offers a way to establish different features and appeal to different buying motives.It allows P&G to look up more reseller shelf space.P&G may use fighter/flanker brands to protect its major brands. P&G may develop separate brands for different regions and countries.(4 points) Drawbacks of multibranding:Each brand might obtain only a small market share,and one maybe very profitable.Competition among these brands is hard to be avoided.Marketing expenditures(such as advertising budget) maybe extremely high.(3 points) Criteria: a.2 points for the judgment of P&G brand strategy;2 points for the arguments raised: b.4 points for the strengths of multibranding,1 point for possible strength, maximum 4 points; c.3 points for the weaknesses of multibranding,1 point for possible weakness, maximum 3 points -End--《营销学原理》 期末考试试卷答案 buyers. But paper items (Feminine Protection product and Diaper) and Snacks & Beverages are less consistent. (2 points) Criteria: a. 1 point for the definition of product mix width, 2 points for the product mix width of Procter & Gamble China; b 1 point for the definition of product mix length, 2 points for the product mix length of Procter & Gamble China; c. 1 point for the definition of product mix consistency, 2 points for the product mix consistency of Procter & Gamble China. (2) What brand strategy (line extensions, brand extensions, multibrands or new brands) does P&G apply to its Hair Care line? Explain the strength and weakness of such brand strategy. (11 points) Suggested answer： 9 The brand strategy that P&G applies to its Hair Care category is multibrands, (2 points) because it markets 5 different brands in it. (2point) 9 Strength of multibranding: It offers a way to establish different features and appeal to different buying motives. It allows P&G to look up more reseller shelf space. P&G may use fighter/flanker brands to protect its major brands. P&G may develop separate brands for different regions and countries. (4 points) 9 Drawbacks of multibranding: Each brand might obtain only a small market share, and one maybe very profitable. Competition among these brands is hard to be avoided. Marketing expenditures (such as advertising budget) maybe extremely high. (3 points) Criteria: a. 2 points for the judgment of P&G brand strategy; 2 points for the arguments raised; b. 4 points for the strengths of multibranding, 1 point for possible strength, maximum 4 points; c. 3 points for the weaknesses of multibranding, 1 point for possible weakness, maximum 3 points. -- End -- 5