1. Vatain Inc. is an apparel manufacturer that markets its products based on consumers' tastes and preferences. It has introduced several brands to achieve this purpose. Another brand is directed at high-end customers who do not have budget constraints. One brand caters to the fashion-conscious customers who watch out for the latest trends in fashion. Yet another brand is meant to attract customers who value comfort over fashion. In this scenario, which of the following marketing strategies has Vatain employed??
- Single-segment concentration
- Mass marketing
- Multiple segment specialization
- Differentiated marketing
2. Lanase, a leading producer of aerated drinks, decides to introduce fruit juices and bottled water into the market. The company's budget requires it to keep advertising and marketing costs as low as possible. It therefore decides to introduce the products under the company brand name. Which of the following is a likely consequence of the decision?
- The development costs for future products will be extremely high.
- The companyâs goodwill will be unaffected since consumers will find it easy to differentiate one product from another.
- If the products do not perform well in the market, the company will not be affected since it has not tied its reputation to the products.
- Consumers will buy the products since the company name will be easily recognizable to them