Deck 48: Four Loko Targets Young College Hedonists

Question 1

Phusion Products used __________ to make Four Loko attractive to young people mixing and abusing such energy-alcoholic drink combinations such as Red Bull and Jägermeister.

A) perceptual mapping
B) positioning
C) product differentiation
D) cannibalization
E) niche marketing

Answer 1

B
Since Jägermeister and Red Bull are competing for the same consumer in this relationship,then positioning is the best answer here.

Question 2

Four Loko is obviously a product that relies on peer pressure and self-image.Does this product depend on nonaspirational groups in influencing its consumers? Choose the best answer.

A) No, Four Loko is entirely dependent on its athletic, herbal lifestyle image.
B) Yes, drinking Four Loko separates its largely male athlete consumers from female college students.
C) Yes, Four Loko uses legal wormwood extract and thus disassociates the product from drug addicts.
D) Yes, groups perceived as unhealthy or social pariahs, such as drunken beer drinkers and hard core alcoholics.
E) No, Four Loko relies more on the consumer achieving the ideal, athletic drinker self-image.

Answer 2

D
Nonaspirational reference groups,or dissociative groups,influence our behavior when we try to maintain distance from them.

Question 3

It was the __________,that psychological factor in particular,which made Loko Four seem healthy,even good for you.

A) convenience
B) perception
C) eye candy cans
D) hierarchical need of thirst
E) motivation

Answer 3

B
Four Loko relies on perception in the vivid,shocking colors encoded of cans that encode athleticism,sex appeal,the forbidden (the perception of doing an illegal drug),and like subculture values.

Question 4

What consumer value does the Four Loko address that is in the American tradition of such products as the Egg McMuffin and the breakfast bar?

A) portability
B) no waiting
C) convenience
D) surprise
E) colorful packaging

Question 5

The founders of Phusion Projects went to college together and quickly founded their company after graduation.They did not need sophisticated market research to know their potential customers.

Question 6

In the end,Phusion Products had to remove caffeine and other stimulants that masked Four Loko's inebriating effects.New variations of the product will be an alcoholic beverage.This is an example of __________.

A) repositioning
B) cannibalization and repositioning
C) cannibalization
D) an FDA ruling
E) a change of product class

Question 7

University and governmental policymakers responded to consumer behavior rather than the legality of Four Loko.

Question 8

There is no such thing as "bad press." The banning of Four Loko increased its sales.

Question 9

Which of the following factors or influences provided a "gateway" to drinking and abusing Four Loko?

A) sport hydrating drinks consumed in childhood
B) social class
C) income
D) college drinking subculture
E) all of the above

Question 10

When Phusion Projects defended its product and compared it to mixing rum and Coke,it was actually repositioning Four Loko.