Marie Callender has developed a new brand of frozen dinners to compete with the well-established brands. It probably should use a marketing mix of:
A) exclusive distribution, skimming pricing, and persuasive advertising.
B) intensive distribution, introductory price dealing, selective demand advertising, and a combined "push" and "pull" policy.
C) intensive distribution, price cutting, reminder advertising, and a "pull" policy.
D) selective distribution, penetration pricing, pioneering advertising, and a "push" policy.
E) selective distribution, skimming pricing, selective demand advertising, and a "push" policy.

Question

Quizplus · Accepted Answer

Marie Callender's new brand of frozen dinners is competing with well-established brands, which means that it needs to focus on increasing its market share. Intensive distribution will help the brand reach more customers, and an introductory price dealing strategy will encourage trial and adoption of the new product. Selective demand advertising will help the brand differentiate itself from competitors and encourage customers to specifically seek out Marie Callender's frozen dinners. A combined "push" and "pull" policy will ensure that the brand is actively promoted to customers and encouraged by retailers to be stocked in stores.

Marie Callender Has Developed a New Brand of Frozen Dinners