Bus306: Mrs. Meyer's

• Instructions: You will need to answer a series of questions that should help you demonstrate mastery of marketing concepts that we have discussed throughout the semester. All of the questions are based on Mrs. Meyer's reading. This is the
• Read the article: https://www.vox.com/the-goods/2020/3/20/21186616/mrs-meyers-hand-soap-safety-organic

1. Do you think MrsMeyer's brand is performing greenwashing or green marketing? Please provide reasoning to justify the answer. You may reference parts of the article or other resources to support your answer. Please provide detailed answers based on the concepts we learned in class I would check for critical thinking as well as keywords and concepts from the text. (250 words)

2. The purchase of Mrs. Meyer's hand soap is associated with the following characteristics: low price, low risk, and frequently purchased. Mrs. Meyer's can be classified as what type of consumer product?

a. Specialty product

b. Shopping product

c. Convenience product

d. Unsought product

3. If Mrs. Meyer's hand soap is a low involvement product in an industry where there are significant differences between brands, what type of purchasing behavior is likely to manifest?

a. Disonance reducing buying behavior

b. Complex buying behavior

c. Variety seeking behavior

d. Habitual buying behavior

4. When launched as a new product in the hand soap market, what pricing strategy did Mrs. Meyer's implement?

a. Market-penetration pricing

b. Market-skimming pricing

c. By-product pricing

d. Segmented pricing

5. If the cost to produce a bottle of Mrs. Meyer's hand soap is $1.05 and SC Johnson, its manufacturer, wants to earn a 80% mark-up on the sale of the hand soap, how much will the retail price for the soap be?

a. $0.84

b. $1.89

c. $5.25

d. $4.25

6. If the producers of Mrs. Meyer's heavily invests in personal selling and trade promotion to convince retailers like Whole Foods and Target to provide desirable shelf space for its brand, it is performing ....

a. Franchising

b. Direct marketing

c. Pull promotion

d. Push promotion

7. Due to the uniqueness and popularity of the brand, Mrs. Meyers is featured in this Vox article. This article reflects Mrs. Meyer's achievement in implementing what element of the promotion mix?

a. Public relations and publicity

b. Personal selling

c. Advertising

d. Sale promotion

8. According to the article, who is the primary target market of the Mrs. Meyer's brand?

a. Millennials willing to pay a premium for seemingly sustainable products

b. Virtuous hardworking homemakers

c. High income earners, the 1%

d. Rural moms

9. If you visit the website for Mrs. Meyer's, you are able to purchase the products directly from the manufacturer, thus bypassing all intermediaries. This is considered:

a. Intensive distribution

b. Indirect distribution

c. Direct distribution

d. Selective distribution

10. Mrs. Meyers can be purchased directly online and at various retailers across the nation. The brand thus employs:

a. Multimodal transportation

b. Direct marketing

c. Omni-channel retailing

d. Multichannel distribution

11. Mrs. Meyer's design packaging made it look nice on countertops. "When you see it next to the Dials and the Softsoaps, you're like, 'Well, clearly this is cuter,'" he says. Furthermore, the fragrance is nice, and never too sweet, too artificial, or too astringent. These features are associated with which element of the marketing mix?

a. Place

b. Price

c. Promotion

d. Product