CASE 8-1 Mountain Bell Telephone Company Jim Martin‚ marketing research manager for Mountain Bell‚ studied the final research design for the hospital administrator study that had been prepared by Industrial Surveys‚ a marketing research firm in Denver. He realized that he needed to formulate some recommendations with respect to some very specific questions. Should individual personal interviewers be used as suggested by Industrial Surveys‚ or should a series of one to six focus-group interviews
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Mountain Dew: Selecting New Creative Back Ground * Mountain Dew was invented by the Hartman Beverage Company in Knoxville‚ Tennessee in the late 1940s. The bright yellow-green drink in the green bottle packed a powerful citrus flavor‚ more sugars and more caffeine that other soft drinks and less carbonation so that it could be drunk quickly. * Pepsi co. amazed by Dew’s success in what brand manager would come to call the “NASCAR belt” * Mountain Dew is looking a new concept and
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Mountain Dew Case 1. Based on the case facts - how is Mountain Dew positioned as a brand? What was the role of creative execution/creative concepts in managing the Mountain Dew brand? • Mountain Dew used to be positioned as the hillbilly soft drink. Mountain Dew is positioned as a brand of soft drink for a person who embraces excitement‚ adventure and fun. As said by its positioning statement‚ “ To young‚ active soft-drink consumers who love adventure‚ Mountain Dew is the soft drink that gives
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one day sightseeing‚ we decided to pay a visit to Ngu Hanh Son mountains‚ Cua Dai beach‚ Hoi An ancient town. To be specific‚ we started the trip to Ngu Hanh Son Mountains at 8 a.m. Along the streets out of the city‚ we all had a great time exploring the gorgeous sceneries. Han river came into our view as a tortuous snake. On the river‚ the industrial city life rose up strongly. It took us 15 minutes to arrive at Ngu Hanh Son Mountains. Frankly‚ it was the first time I had ever visited such a beautiful
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Why is the Mountain Lion such an important animal? Mountain lions‚ also known as cougars‚ panthers‚ or pumas‚ are highly efficient predators. These cats have a wide range throughout the Western states‚ and populations are increasing. An individual cat’s range depends on food availability. Thus‚ a range can vary from 10 to 370 square miles. Male lions weigh up to 165 pounds and grow to more than eight feet in length. Females weigh about 100 pounds. Female lions generally first reproduce at about
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TRIP TO CALIFORNIA Upon preparing to write this paper‚ many events came to mind. The event that stood out the most was the family vacation we took to California during the hot summer month of July‚ 2006. Excitement‚ anticipation‚ and curiosity filled the two years it took to plan this trip. The elements that made this experience so especial were; the anticipation and planning‚ the wonderful adventure we faced‚ and the impact it had on me and my family. It was a trip that we went
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Camping: Mountains and Desert A few times a year‚ I like to go camping. Sometimes I go to the mountains in Kern County‚ California‚ whereas‚ other times I go to the desert in Brawley‚ California. Camping in the mountains‚ although similar in atmosphere‚ terrain and activities‚ has many more benefits than camping in the desert. There is nothing like taking a deep breath of cool‚ crisp mountain air‚ taking that narrow winding road that never seems to end until at last reaching the very spot that
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background Mountain Dew has been through many changes since it was introduced in 1942. It started out as a yellow-green drink in a green bottle that had a rush of citrus flavor and more sugar and caffeine than any other soft drink. During the introduction of Mountain Dew it was well known throughout the Eastern seaboard. At this time the objectives was to gain market share. Mountain Dew became popular because of the stock car racing circuit known as NASCAR. During the 1960s Mountain Dew’s objective
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Yucca Mountain Yucca Mountain. Just a mountain you may think‚ but not just any mountain. A mountain that our Congressmen decided would be a great repository storage facility for spent nuclear reactor fuel and other radioactive waste. 196 billion dollars were spent towards this project. Back in 1987‚ this project was the ideal project to store radioactive waste. As the 1990’s and 2000’s crept in‚ Nevada’s residents were against this idea big time. Funding for the Yucca Mountain Repository was
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all of us in Malaysia agreeing to the reunion. I started praying about the trip to India right from the start. I prayed for the various aspects of the trip – flights‚ accommodation‚ food‚ transport and friends and of course for good health for Choon and me. This was truly a trip bathed in prayer as it was planned 14 months in advance as compared to the usual vacations. As we told other friends about our proposed trip‚ two others – Teoh and Bangga‚ who had studied in the Punjab Agriculture University
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