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.

Accepted Answer

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.

Accepted Answer

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.

Accepted Answer

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?

Accepted Answer

Four Loko-unfortunately-allows for customers to buy a drink that premixes alcohol and caffeine..

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.

Accepted Answer

The statement mentions that the founders quickly founded their company after graduation, indicating that they had some knowledge or understanding of their potential customers without needing sophisticated market research.

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 __________.

Accepted Answer

The new products,although not the same formulation,would be a reorientation of the brand for drinkers of fruit-flavored alcoholic drinks,such as wine coolers and the like.

Question 7

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

Accepted Answer

University and governmental policies such as banning Four Loko on campuses or implementing regulations on its sale were responses to the negative effects of the drink on consumer behavior rather than its legality.

Question 8

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

Accepted Answer

This is only true in the sense that it made for black market sales and publicity for whatever Phusion Projects did next after it withdrew its sports drink,reformulated it,and marketed it without its original ingredients.

Question 9

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

Accepted Answer

The target market,college students,grew up with energy drinks on store shelves.Phusion Projects further design Four Loko to exploit middle-class lifestyle and income of the market's youth as well as the daredevil subculture of using energy drinks and alcohol at the same time.

Question 10

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

Accepted Answer

When Phusion Projects compared Four Loko to mixing rum and Coke, they were attempting to reposition the product and shift the focus away from the negative reputation surrounding it.

Quiz 48: Four Loko Targets Young College Hedonists