Answer all questions:

1. Ethan is launching a new clothing brand targeted toward male consumers. Ethan wants to create a more sustainable future, so his clothes are made from 100% eco- friendly cotton without the use of pesticides and other chemicals that are potentially harmful to the environment. This will also form the basis of his positioning in the marketplace to maintain a competitive advantage. Because you are a bright marketing student, Ethan seeks your advice. Provide Ethan with TWO important pros and TWO important cons with using this as his positioning. (4 pts) 3. PepsiCo is a multinational food, snack, and beverage company. Although it is known for a range of products, it is most recognized for Pepsi, a carbonated softdrink. PepsiCo's market research team conducted a survey in which they found that 45% of adult consumers sampled reported that daily stress affected their ability to sleep. As a result, PepsiCo launched a new beverage called Driftwell, a non-carbonated enhanced water beverage. The beverage contains 200mg of L-theanine, an amino acid found in tea leaves to help you get a good night's sleep. It currently is only sold online for $17.99 for a 10-pack. However, Pepsi plans to launch Driftwell in retail stores in select markets in 2021. driftwell enhanced water beverage Write a clear positioning statement for PepsiCo's newest beverage. (4pts) 4. In response to COVID-19, Amber has decided to start a small business to sell cloth face masks. She wants to offer an assortment of 50 unique masks of various sizes, colors, and styles. She will take pictures of the 50 masks and post them on a single website page for consumers to look through and choose from. Based on this information, what recommendations would you give Amber when creating her business and her website in order to reduce customers' cognitive dissonance and maximize post-purchase satisfaction? Explain. (2 pts) 5. Teapresso is interested in understanding how consumers perceive their milk tea beverages. They sent a short survey to all customers who are part of their loyalty program. What can be improved with the wording of each of their survey questions? (3 pts) 1. "How often do you drink milk tea and coffee beverages?" (scale rating: 0 to 7 days per week) 2. "Don't you agree that Teapresso is your favorite place to get milk tea?" (scale rating: 1 = definitely disagree to 7 = definitely agree) 3. "How many times in your lifetime have you purchased milk tea from Teapresso?" (fill-in-the-blank) Survey Q1 Survey Q2 Survey Q3 6. In developing a marketing strategy, should you first focus on consumers' wants or needs? Justify your answer. (2 pts) 7. One common marketing strategy is to engage in generational marketing-- segmenting the market by generation and targeting one specific generation. Discuss one pro and one con with this strategy in terms of capturing customer value. (2 pts) 9. The COVID-19 pandemic has caused a major global economic crisis, sparking widespread concern among consumers, including those in the U.S. Given what you have learned in class about how consumers respond to economic uncertainty, what are the two main ways in which consumers have changed their behavior in response to COVID-19? Give examples for each. (2 pts). 10. You explain to your grandparents that you are interested in a career in marketing. They are unhappy with your decision because they have a skewed perception of marketing and view advertisers as unethical. Based on what you have learned in class, provide two rational criticisms of marketing WITH EXAMPLES that may be contributing to your grandparents' negative perceptions of marketing. (2 pts)