Comprehension
Brooks and Company was a food manufacturer established in 1850. Until 1977,
its major product lines had consisted of tomato specialties, such as catsup,
pickles and barbecue sauces. Its consumer products business accounted for
40% of sales; the balance consisted of institutional sales to restaurants,
hospitals, and the armed forces. The company had advertised to the
institutional market but never to final (household) consumers.
In 1977, the company introduced a new line of Italian specialty products aimed at the final consumer market. The line was composed of a number of prepared pasta dishes, such as spaghetti, lasagna, and ravioli. Each package contained all of the necessary ingredients (except meat) including seasoned tomato sauce, cheese, and noodles. The idea for the line of Italian pasta products had been conceived by Joe Brooks, son of the company president. Joe’s enthusiasm for the product idea was quickly picked up by other executives. The president had married an Italian woman after World War I and their only child, Joe, had been born in Naples, Italy. Because they lacked a Neapolitan (a native of Naples) background, William Johnson, production manager, and Carl Voght, treasurer, approved of the idea on less emotional grounds. Johnson saw in the Italian line certain production possibilities that fitted well with the company’s existing facilities, Mr. Voght had long argued for some type of expansion which would enable the company to solve a number of financial problems associated with its inability to attract outside capital.
Many planning meetings were held throughout the summer. These meetings were attended by both the Brookes, Johnson and Voght. Charles Welch, an administrative assistant to the president, was instructed to sit in on the sessions after he returned from vacation on August 1. He acted as informal secretary for the group. The original thinking of the committee was that the product line should be introduced at the beginning of the fall food merchandising season, which started about October 1. This deadline, however, subsequently proved to be unrealistic. Production of the first items in the line did not get underway until September 30 and packaging difficulties prohibited introducing the product before mid-December.
In July, the problems involved in the product introduction were not foremost in the planner’s thought Many hours were spent discussing the name of the product line. Finally, the name Velsuvio was adopted as a compromise, but without enthusiasm from Joe Brooks, who believed that the name such as Valencia better described the gourmet image, he thought the line should express. With the exception of the name, the younger Brooks directed most of the decisions related to the marketing program. From the beginning he argued that there were already plenty of “middle class” spaghetti products on the grocers’ shelves. What was needed, he believed, was a prestige – even a “gourmet” line. The popularity of higher-priced Italian restaurants in many cities convinced young Brooks of the opportunity to market a prestige line of Italian food specialties.
Early in the planning it was decided not to limit distribution to those regional markets in which Brooks had previously established its reputation. National distribution would be undertaken from the beginning. It was planned that the Velsuvio line would be marketed in all major food chains except those handling only private or controlled brands. Sales to chain headquarters would be made by food brokers handling gourmet products rather than by brokers used to the handling of high-volume canned goods.
For the first time in its experience, Brooks planned to undertake an extensive consumer advertising program. A small Los Angeles advertising agency with slight experience in handling food products was appointed. However, by the time the agency had been selected and oriented to the marketing program, the time remaining before the scheduled introduction did not allow for the preparation of magazine advertisements or filmed television commercials. In order to break into the consumer market at the time of the scheduled product introduction on October 1, a consumer advertising program using newspapers, live television commercials, and radio was prepared. Except for the product introduction period, however, relatively little thought was given during the summer planning sessions to the total amount of money required to support the new product with consumer advertising.
A number of circumstances combined to prevent the introduction of the product in October as originally planned. No one had assumed personal responsibility for package design and production was held up three weeks while the company waited for supplies of packaging materials. Brooks was forced to move very rapidly to obtain a package, and he was the first to admit that the result was neither very well designed functionally nor attractive from a promotional point of view. Time was short, however, and there was no choice but to use this package or abandon the project for the present season and possibly altogether, depending on competitive conditions.
A hastily put together advertising campaign was introduced in November. However, advertising costs had been greatly underestimated, so that the intensity of the campaign was much lower than Brooks had anticipated, even with the limited budget. As a result, most of the budget was allocated to newspapers and radio. Moreover, problems with the scripting of the TV commercials delayed broadcasting until the beginning of December. Newspaper advertisements and radio commercials did commence, however, as planned.
The new product was finally launched in mid-December. However, by February, two major competitors began marketing similar products. Shortly thereafter, a market research survey was sponsored by Brooks to determine whether the Velsuvio name made a favorable impression on housewives. The results of the survey were negative. Only twenty-two percent of the housewives interviewed could recall the Velsuvio name and of those, only twelve percent had tried the products. Consumer evaluation of the product line was far from encouraging. Of those who had tried the product for the first time, only four percent stated that they would buy it again.
Another indication that worried Brook's management was that few major food chains showed interest in the line. By mid-year, Brook's product sales were so poor that management established a special committee to determine without delay what immediate steps might be taken to reverse the poor sales record of Velsuvio. DIRECTIONS:
The questions that follow relate to the preceding passage. Evaluate, in terms of the passage, each of the items given. Then select your answer from one of the following classifications and blacken the corresponding space on the answer sheet.
(a) A MAJOR OBJECTIVE in making the decision: one of the goals sought by the decision maker.
(b) A MAJOR FACTOR in making the decision: an aspect of the problem, specifically mentioned in the passage, that fundamentally affects and/or determines the decisions.
(c) A MINOR FACTOR in making the decision: a less important element bearing on or affecting a Major Factor, rather than a Major Objective directly.
(d) A MAJOR ASSUMPTION in making the decision: a projection or supposition arrived at by the decision maker before considering the factors and alternatives.
In 1977, the company introduced a new line of Italian specialty products aimed at the final consumer market. The line was composed of a number of prepared pasta dishes, such as spaghetti, lasagna, and ravioli. Each package contained all of the necessary ingredients (except meat) including seasoned tomato sauce, cheese, and noodles. The idea for the line of Italian pasta products had been conceived by Joe Brooks, son of the company president. Joe’s enthusiasm for the product idea was quickly picked up by other executives. The president had married an Italian woman after World War I and their only child, Joe, had been born in Naples, Italy. Because they lacked a Neapolitan (a native of Naples) background, William Johnson, production manager, and Carl Voght, treasurer, approved of the idea on less emotional grounds. Johnson saw in the Italian line certain production possibilities that fitted well with the company’s existing facilities, Mr. Voght had long argued for some type of expansion which would enable the company to solve a number of financial problems associated with its inability to attract outside capital.
Many planning meetings were held throughout the summer. These meetings were attended by both the Brookes, Johnson and Voght. Charles Welch, an administrative assistant to the president, was instructed to sit in on the sessions after he returned from vacation on August 1. He acted as informal secretary for the group. The original thinking of the committee was that the product line should be introduced at the beginning of the fall food merchandising season, which started about October 1. This deadline, however, subsequently proved to be unrealistic. Production of the first items in the line did not get underway until September 30 and packaging difficulties prohibited introducing the product before mid-December.
In July, the problems involved in the product introduction were not foremost in the planner’s thought Many hours were spent discussing the name of the product line. Finally, the name Velsuvio was adopted as a compromise, but without enthusiasm from Joe Brooks, who believed that the name such as Valencia better described the gourmet image, he thought the line should express. With the exception of the name, the younger Brooks directed most of the decisions related to the marketing program. From the beginning he argued that there were already plenty of “middle class” spaghetti products on the grocers’ shelves. What was needed, he believed, was a prestige – even a “gourmet” line. The popularity of higher-priced Italian restaurants in many cities convinced young Brooks of the opportunity to market a prestige line of Italian food specialties.
Early in the planning it was decided not to limit distribution to those regional markets in which Brooks had previously established its reputation. National distribution would be undertaken from the beginning. It was planned that the Velsuvio line would be marketed in all major food chains except those handling only private or controlled brands. Sales to chain headquarters would be made by food brokers handling gourmet products rather than by brokers used to the handling of high-volume canned goods.
For the first time in its experience, Brooks planned to undertake an extensive consumer advertising program. A small Los Angeles advertising agency with slight experience in handling food products was appointed. However, by the time the agency had been selected and oriented to the marketing program, the time remaining before the scheduled introduction did not allow for the preparation of magazine advertisements or filmed television commercials. In order to break into the consumer market at the time of the scheduled product introduction on October 1, a consumer advertising program using newspapers, live television commercials, and radio was prepared. Except for the product introduction period, however, relatively little thought was given during the summer planning sessions to the total amount of money required to support the new product with consumer advertising.
A number of circumstances combined to prevent the introduction of the product in October as originally planned. No one had assumed personal responsibility for package design and production was held up three weeks while the company waited for supplies of packaging materials. Brooks was forced to move very rapidly to obtain a package, and he was the first to admit that the result was neither very well designed functionally nor attractive from a promotional point of view. Time was short, however, and there was no choice but to use this package or abandon the project for the present season and possibly altogether, depending on competitive conditions.
A hastily put together advertising campaign was introduced in November. However, advertising costs had been greatly underestimated, so that the intensity of the campaign was much lower than Brooks had anticipated, even with the limited budget. As a result, most of the budget was allocated to newspapers and radio. Moreover, problems with the scripting of the TV commercials delayed broadcasting until the beginning of December. Newspaper advertisements and radio commercials did commence, however, as planned.
The new product was finally launched in mid-December. However, by February, two major competitors began marketing similar products. Shortly thereafter, a market research survey was sponsored by Brooks to determine whether the Velsuvio name made a favorable impression on housewives. The results of the survey were negative. Only twenty-two percent of the housewives interviewed could recall the Velsuvio name and of those, only twelve percent had tried the products. Consumer evaluation of the product line was far from encouraging. Of those who had tried the product for the first time, only four percent stated that they would buy it again.
Another indication that worried Brook's management was that few major food chains showed interest in the line. By mid-year, Brook's product sales were so poor that management established a special committee to determine without delay what immediate steps might be taken to reverse the poor sales record of Velsuvio. DIRECTIONS:
The questions that follow relate to the preceding passage. Evaluate, in terms of the passage, each of the items given. Then select your answer from one of the following classifications and blacken the corresponding space on the answer sheet.
(a) A MAJOR OBJECTIVE in making the decision: one of the goals sought by the decision maker.
(b) A MAJOR FACTOR in making the decision: an aspect of the problem, specifically mentioned in the passage, that fundamentally affects and/or determines the decisions.
(c) A MINOR FACTOR in making the decision: a less important element bearing on or affecting a Major Factor, rather than a Major Objective directly.
(d) A MAJOR ASSUMPTION in making the decision: a projection or supposition arrived at by the decision maker before considering the factors and alternatives.
Question: 1
Possibility of using existing production facilities in manufacturing Velsuvio products:
Possibility of using existing production facilities in manufacturing Velsuvio products:
Show Hint
For companies considering diversification into new product lines, it is essential to evaluate whether existing facilities can support the new product without extensive capital investment. This can help manage costs and reduce the financial risk associated with expansion.
Updated On: Feb 27, 2025
- A MAJOR OBJECTIVE in making the decision: one of the goals sought by the decision maker.
- A MAJOR FACTOR in making the decision: an aspect of the problem, specifically mentioned in the passage, that fundamentally affects and/or determines the decisions.
- A MINOR FACTOR in making the decision: a less important element bearing on or affecting a Major Factor, rather than a Major Objective directly.
- A MAJOR ASSUMPTION in making the decision: a projection or supposition arrived at by the decision maker before considering the factors and alternatives.
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The Correct Option is B
Solution and Explanation
The possibility of using existing production facilities is directly related to the decision-making process as mentioned in the passage. William Johnson saw certain production possibilities in the Italian line that fitted well with the company’s existing facilities. This is an important factor that influenced the decision to proceed with the product line.
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Question: 2
Likelihood of achieving wide consumer acceptance of the Velsuvio line:
Likelihood of achieving wide consumer acceptance of the Velsuvio line:
Show Hint
When launching a premium product, understanding the target market and ensuring that your marketing efforts are aligned with consumer expectations is crucial for achieving wide acceptance. Focused, strategic advertising and distribution can enhance your product’s visibility among the right audience.
Updated On: Feb 27, 2025
- A MAJOR OBJECTIVE in making the decision: one of the goals sought by the decision maker.
- A MAJOR FACTOR in making the decision: an aspect of the problem, specifically mentioned in the passage, that fundamentally affects and/or determines the decisions.
- A MINOR FACTOR in making the decision: a less important element bearing on or affecting a Major Factor, rather than a Major Objective directly.
- A MAJOR ASSUMPTION in making the decision: a projection or supposition arrived at by the decision maker before considering the factors and alternatives.
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The Correct Option is D
Solution and Explanation
The likelihood of achieving wide consumer acceptance was a projection or assumption made before fully understanding the challenges. The passage mentions that Joe Brooks believed that the popularity of higher-priced Italian restaurants indicated an opportunity to market a prestige line of Italian food. This was an assumption made by Brooks, who expected it to resonate well with consumers.
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Question: 3
Company growth and expansion:
Company growth and expansion:
Show Hint
Expanding into new markets with a differentiated product offering can drive significant growth for a company. However, it’s important to manage the operational complexities of national distribution and ensure that resources are allocated effectively to support the expansion.
Updated On: Feb 27, 2025
- A MAJOR OBJECTIVE in making the decision: one of the goals sought by the decision maker.
- A MAJOR FACTOR in making the decision: an aspect of the problem, specifically mentioned in the passage, that fundamentally affects and/or determines the decisions.
- A MINOR FACTOR in making the decision: a less important element bearing on or affecting a Major Factor, rather than a Major Objective directly.
- A MAJOR ASSUMPTION in making the decision: a projection or supposition arrived at by the decision maker before considering the factors and alternatives.
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The Correct Option is A
Solution and Explanation
Company growth and expansion were one of the primary objectives behind the decision to launch the Velsuvio product line. The passage mentions Carl Voght arguing for expansion to address financial issues, which reflects the company's goal to grow and expand.
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Question: 4
The name Valencia better described the gourmet image:
The name Valencia better described the gourmet image:
Show Hint
Brand names are a key component of product positioning, especially in the gourmet food market. A well-chosen name can enhance consumer perceptions of quality, sophistication, and exclusivity.
Updated On: Feb 27, 2025
- A MAJOR OBJECTIVE in making the decision: one of the goals sought by the decision maker.
- A MAJOR FACTOR in making the decision: an aspect of the problem, specifically mentioned in the passage, that fundamentally affects and/or determines the decisions.
- A MINOR FACTOR in making the decision: a less important element bearing on or affecting a Major Factor, rather than a Major Objective directly.
- A MAJOR ASSUMPTION in making the decision: a projection or supposition arrived at by the decision maker before considering the factors and alternatives.
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The Correct Option is D
Solution and Explanation
Joe Brooks' belief that the name "Valencia" would better describe the gourmet image reflects an assumption about consumer perception. This was a supposition made before full consideration of all factors like market research or consumer feedback.
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Question: 5
The popularity of high-priced Italian restaurants in the U.S.:
The popularity of high-priced Italian restaurants in the U.S.:
Show Hint
Trends in consumer behavior, such as the rise in popularity of certain cuisines, can provide valuable insights when launching new products. Identifying and capitalizing on these trends can help align your product offering with shifting consumer tastes.
Updated On: Feb 27, 2025
- A MAJOR OBJECTIVE in making the decision: one of the goals sought by the decision maker.
- A MAJOR FACTOR in making the decision: an aspect of the problem, specifically mentioned in the passage, that fundamentally affects and/or determines the decisions.
- A MINOR FACTOR in making the decision: a less important element bearing on or affecting a Major Factor, rather than a Major Objective directly.
- A MAJOR ASSUMPTION in making the decision: a projection or supposition arrived at by the decision maker before considering the factors and alternatives.
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The Correct Option is B
Solution and Explanation
The popularity of high-priced Italian restaurants was a significant factor that influenced Joe Brooks' decision. He saw this trend as an indicator of the market potential for a gourmet Italian product line. This was a concrete element that directly impacted the decision-making process.
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Question: 6
Depth of Brooks’ expertise in the sale of consumer products:
Depth of Brooks’ expertise in the sale of consumer products:
Show Hint
When entering a new market segment, especially consumer products, it is crucial to leverage external expertise and resources. Companies should consider partnering with experienced agencies or consultants to navigate the complexities of branding, distribution, and marketing.
Updated On: Feb 27, 2025
- A MAJOR OBJECTIVE in making the decision: one of the goals sought by the decision maker.
- A MAJOR FACTOR in making the decision: an aspect of the problem, specifically mentioned in the passage, that fundamentally affects and/or determines the decisions.
- A MINOR FACTOR in making the decision: a less important element bearing on or affecting a Major Factor, rather than a Major Objective directly.
- A MAJOR ASSUMPTION in making the decision: a projection or supposition arrived at by the decision maker before considering the factors and alternatives.
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The Correct Option is B
Solution and Explanation
Brooks' expertise in consumer products directly influenced the decision-making process, especially considering his lack of experience in this area. The company’s advertising and marketing efforts were crucial, and Brooks' depth of knowledge—or lack thereof—was a key factor in determining how to approach the market. This is mentioned in the passage when discussing the selection of the advertising agency.
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Question: 7
Market survey results:
Market survey results:
Show Hint
Before launching a new product, conducting a market survey helps in understanding consumer preferences, price sensitivity, and potential demand. This information can guide pricing strategy, marketing tactics, and positioning.
Updated On: Feb 27, 2025
- A MAJOR OBJECTIVE in making the decision: one of the goals sought by the decision maker.
- A MAJOR FACTOR in making the decision: an aspect of the problem, specifically mentioned in the passage, that fundamentally affects and/or determines the decisions.
- A MINOR FACTOR in making the decision: a less important element bearing on or affecting a Major Factor, rather than a Major Objective directly.
- A MAJOR ASSUMPTION in making the decision: a projection or supposition arrived at by the decision maker before considering the factors and alternatives.
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The Correct Option is B
Solution and Explanation
The results of the market survey were critical in evaluating the Velsuvio product line. The survey’s negative results, with low brand recall and minimal trial rate, showed that the market’s reaction was fundamental to the decision-making process. These findings were a major factor influencing the company’s next steps in managing the product line.
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Question: 8
Estimated cost of advertising campaign:
Estimated cost of advertising campaign:
Show Hint
When planning an advertising campaign, it is critical to allocate sufficient budget and time for preparation, especially for national product launches. Inadequate planning can lead to ineffective marketing and wasted resources.
Updated On: Feb 27, 2025
- A MAJOR OBJECTIVE in making the decision: one of the goals sought by the decision maker.
- A MAJOR FACTOR in making the decision: an aspect of the problem, specifically mentioned in the passage, that fundamentally affects and/or determines the decisions.
- A MINOR FACTOR in making the decision: a less important element bearing on or affecting a Major Factor, rather than a Major Objective directly.
- A MAJOR ASSUMPTION in making the decision: a projection or supposition arrived at by the decision maker before considering the factors and alternatives.
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The Correct Option is B
Solution and Explanation
The estimated cost of the advertising campaign was an essential factor that influenced the overall planning process. The passage mentions that the company underestimated the cost, which led to a less intense advertising campaign than planned. The advertising budget was crucial to the success of the product’s introduction and sales.
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Question: 9
National distribution of the Velsuvio line:
National distribution of the Velsuvio line:
Show Hint
When launching a product nationally, ensure that your distribution channels are well-established and capable of handling the increased volume and geographic spread. A thorough logistical plan is essential to maintaining product quality and customer satisfaction.
Updated On: Feb 27, 2025
- A MAJOR OBJECTIVE in making the decision: one of the goals sought by the decision maker.
- A MAJOR FACTOR in making the decision: an aspect of the problem, specifically mentioned in the passage, that fundamentally affects and/or determines the decisions.
- A MINOR FACTOR in making the decision: a less important element bearing on or affecting a Major Factor, rather than a Major Objective directly.
- A MAJOR ASSUMPTION in making the decision: a projection or supposition arrived at by the decision maker before considering the factors and alternatives.
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The Correct Option is B
Solution and Explanation
The decision to implement national distribution was a major factor that influenced the product's launch. Brooks made the decision not to limit distribution to regional markets but instead aimed for a national rollout, impacting sales strategies, marketing efforts, and overall success. This decision was integral to the product's introduction.
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Question: 10
Brooks’ inability to attract outside capital:
Brooks’ inability to attract outside capital:
Show Hint
Securing external capital can be critical for companies looking to expand or launch new product lines. Lack of funding can delay important initiatives like marketing campaigns and distribution, ultimately limiting growth potential.
Updated On: Feb 27, 2025
- A MAJOR OBJECTIVE in making the decision: one of the goals sought by the decision maker.
- A MAJOR FACTOR in making the decision: an aspect of the problem, specifically mentioned in the passage, that fundamentally affects and/or determines the decisions.
- A MINOR FACTOR in making the decision: a less important element bearing on or affecting a Major Factor, rather than a Major Objective directly.
- A MAJOR ASSUMPTION in making the decision: a projection or supposition arrived at by the decision maker before considering the factors and alternatives.
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The Correct Option is B
Solution and Explanation
Brooks' inability to attract outside capital was a major factor in the decision-making process. The company faced financial challenges, and Carl Voght’s argument for expansion was partly driven by the need to address these issues. This financial struggle was a key reason for introducing new products like Velsuvio.
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Question: 11
Delay in launching Velsuvio line:
Delay in launching Velsuvio line:
Show Hint
Timely product launches are essential to capitalizing on seasonal retail opportunities. Delays can disrupt the entire marketing strategy and result in lost sales and diminished brand momentum.
Updated On: Feb 27, 2025
- A MAJOR OBJECTIVE in making the decision: one of the goals sought by the decision maker.
- A MAJOR FACTOR in making the decision: an aspect of the problem, specifically mentioned in the passage, that fundamentally affects and/or determines the decisions.
- A MINOR FACTOR in making the decision: a less important element bearing on or affecting a Major Factor, rather than a Major Objective directly.
- A MAJOR ASSUMPTION in making the decision: a projection or supposition arrived at by the decision maker before considering the factors and alternatives.
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The Correct Option is B
Solution and Explanation
The delay in launching the Velsuvio line was a critical factor that affected the overall decision-making process. The passage mentions how the production and packaging delays prevented the product from being launched on time. This delay had significant consequences for the company's marketing and sales efforts.
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Question: 12
Difficulties with new package design:
Difficulties with new package design:
Show Hint
Investing adequate time and resources in packaging design is crucial for product success. Packaging should align with the product's brand positioning and appeal to the target consumer's tastes and preferences.
Updated On: Feb 27, 2025
- A MAJOR OBJECTIVE in making the decision: one of the goals sought by the decision maker.
- A MAJOR FACTOR in making the decision: an aspect of the problem, specifically mentioned in the passage, that fundamentally affects and/or determines the decisions.
- A MINOR FACTOR in making the decision: a less important element bearing on or affecting a Major Factor, rather than a Major Objective directly.
- A MAJOR ASSUMPTION in making the decision: a projection or supposition arrived at by the decision maker before considering the factors and alternatives.
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The Correct Option is B
Solution and Explanation
The difficulties with the new package design were a major factor that directly impacted the launch of the Velsuvio line. The passage mentions that packaging delays led to using a less-than-ideal design, which affected both the functionality and the attractiveness of the product. This was an important consideration in the overall decision-making process.
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Question: 13
Need for a ”gourmet” Italian food line:
Need for a ”gourmet” Italian food line:
Show Hint
Identifying unmet consumer needs is key to successful product innovation. In mature markets, offering a premium version of a popular product can create differentiation and capture a niche market.
Updated On: Feb 27, 2025
- A MAJOR OBJECTIVE in making the decision: one of the goals sought by the decision maker.
- A MAJOR FACTOR in making the decision: an aspect of the problem, specifically mentioned in the passage, that fundamentally affects and/or determines the decisions.
- A MINOR FACTOR in making the decision: a less important element bearing on or affecting a Major Factor, rather than a Major Objective directly.
- A MAJOR ASSUMPTION in making the decision: a projection or supposition arrived at by the decision maker before considering the factors and alternatives.
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The Correct Option is A
Solution and Explanation
The need for a "gourmet" Italian food line was a major objective driving the decision to launch the Velsuvio product. Joe Brooks believed that there was a market for a higher-end Italian product line, which was a key goal in the development of the Velsuvio brand. This objective was central to the marketing and positioning decisions.
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Question: 14
Market entry of competitors:
Market entry of competitors:
Show Hint
When launching a new product, especially in a competitive market, understanding the competitive landscape and differentiating your product is crucial for success. Effective branding, marketing, and pricing strategies can help overcome competition.
Updated On: Feb 27, 2025
- A MAJOR OBJECTIVE in making the decision: one of the goals sought by the decision maker.
- A MAJOR FACTOR in making the decision: an aspect of the problem, specifically mentioned in the passage, that fundamentally affects and/or determines the decisions.
- A MINOR FACTOR in making the decision: a less important element bearing on or affecting a Major Factor, rather than a Major Objective directly.
- A MAJOR ASSUMPTION in making the decision: a projection or supposition arrived at by the decision maker before considering the factors and alternatives.
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The Correct Option is B
Solution and Explanation
The market entry of competitors was a significant factor that affected the decision-making process. The passage notes that two major competitors began marketing similar products shortly after the Velsuvio line was launched. This posed a direct challenge to Brooks' product and influenced subsequent decisions, such as revising the marketing approach.
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Question: 15
Obtaining packaging materials:
Obtaining packaging materials:
Show Hint
When planning a product launch, ensure that packaging materials are sourced early in the process. Disruptions in the supply chain or design challenges can lead to significant delays, which can impact the overall success of the launch.
Updated On: Feb 27, 2025
- A MAJOR OBJECTIVE in making the decision: one of the goals sought by the decision maker.
- A MAJOR FACTOR in making the decision: an aspect of the problem, specifically mentioned in the passage, that fundamentally affects and/or determines the decisions.
- A MINOR FACTOR in making the decision: a less important element bearing on or affecting a Major Factor, rather than a Major Objective directly.
- A MAJOR ASSUMPTION in making the decision: a projection or supposition arrived at by the decision maker before considering the factors and alternatives.
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The Correct Option is B
Solution and Explanation
The difficulty in obtaining packaging materials was a major factor that delayed the product’s launch. The passage highlights how the delay in receiving packaging materials contributed to the inability to launch the product on time. This factor was a key consideration in the company's decision-making process.
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Question: 16
Introducing the new product on October 1:
Introducing the new product on October 1:
Show Hint
Careful timing is crucial for product launches, particularly in industries driven by seasonal trends. Missing peak periods can significantly affect early sales and long-term brand momentum.
Updated On: Feb 27, 2025
- A MAJOR OBJECTIVE in making the decision: one of the goals sought by the decision maker.
- A MAJOR FACTOR in making the decision: an aspect of the problem, specifically mentioned in the passage, that fundamentally affects and/or determines the decisions.
- A MINOR FACTOR in making the decision: a less important element bearing on or affecting a Major Factor, rather than a Major Objective directly.
- A MAJOR ASSUMPTION in making the decision: a projection or supposition arrived at by the decision maker before considering the factors and alternatives.
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The Correct Option is D
Solution and Explanation
The decision to introduce the new product on October 1 was based on the assumption that production and packaging could be completed in time for the start of the fall food season. This was an assumption made without fully accounting for the delays that ultimately pushed the launch to December.
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Question: 17
Interest of major food chains in Velsuvio:
Interest of major food chains in Velsuvio:
Show Hint
Securing distribution with major food chains requires a combination of market demand, strong product positioning, and competitive incentives. Food brokers with expertise in gourmet products can help bridge the gap with retailers.
Updated On: Feb 27, 2025
- A MAJOR OBJECTIVE in making the decision: one of the goals sought by the decision maker.
- A MAJOR FACTOR in making the decision: an aspect of the problem, specifically mentioned in the passage, that fundamentally affects and/or determines the decisions.
- A MINOR FACTOR in making the decision: a less important element bearing on or affecting a Major Factor, rather than a Major Objective directly.
- A MAJOR ASSUMPTION in making the decision: a projection or supposition arrived at by the decision maker before considering the factors and alternatives.
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The Correct Option is B
Solution and Explanation
The interest of major food chains was a key factor in determining the success of the Velsuvio product line. The passage mentions that despite efforts to introduce the product nationally, major food chains showed little interest, which directly influenced the sales performance and success of the line.
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Question: 18
Scripting of TV commercials:
Scripting of TV commercials:
Show Hint
When preparing TV commercials, it’s important to leave ample time for scripting, filming, and refinement. A rushed process can result in ads that fail to fully capture the essence of the brand and the emotional appeal of the product.
Updated On: Feb 27, 2025
- A MAJOR OBJECTIVE in making the decision: one of the goals sought by the decision maker.
- A MAJOR FACTOR in making the decision: an aspect of the problem, specifically mentioned in the passage, that fundamentally affects and/or determines the decisions.
- A MINOR FACTOR in making the decision: a less important element bearing on or affecting a Major Factor, rather than a Major Objective directly.
- A MAJOR ASSUMPTION in making the decision: a projection or supposition arrived at by the decision maker before considering the factors and alternatives.
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The Correct Option is B
Solution and Explanation
The scripting of TV commercials was a major factor in the delay of the product launch. The passage highlights that difficulties in scripting led to the commercials being delayed until December, which impacted the overall timing and effectiveness of the advertising campaign.
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Question: 19
Consumer’s preference of media of advertisement:
Consumer’s preference of media of advertisement:
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Understanding your target audience’s media consumption habits is crucial for creating an effective advertising strategy. Different media channels can have varying levels of impact depending on demographic and psychographic factors.
Updated On: Feb 27, 2025
- A MAJOR OBJECTIVE in making the decision: one of the goals sought by the decision maker.
- A MAJOR FACTOR in making the decision: an aspect of the problem, specifically mentioned in the passage, that fundamentally affects and/or determines the decisions.
- A MINOR FACTOR in making the decision: a less important element bearing on or affecting a Major Factor, rather than a Major Objective directly.
- A MAJOR ASSUMPTION in making the decision: a projection or supposition arrived at by the decision maker before considering the factors and alternatives.
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The Correct Option is B
Solution and Explanation
The consumer's preference for specific media channels (such as newspapers, TV, and radio) played an important role in the advertising decisions. The passage shows that due to time constraints, advertising was directed more heavily through newspapers and radio, which were chosen based on their accessibility and the timing of the campaign.
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Question: 20
Target segment would perceive Velsuvio as a gourmet range of products:
Target segment would perceive Velsuvio as a gourmet range of products:
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Successful product positioning requires consistency across all marketing channels and touchpoints. Ensure that your product’s messaging, pricing, and presentation align with the desired brand perception.
Updated On: Feb 27, 2025
- A MAJOR OBJECTIVE in making the decision: one of the goals sought by the decision maker.
- A MAJOR FACTOR in making the decision: an aspect of the problem, specifically mentioned in the passage, that fundamentally affects and/or determines the decisions.
- A MINOR FACTOR in making the decision: a less important element bearing on or affecting a Major Factor, rather than a Major Objective directly.
- A MAJOR ASSUMPTION in making the decision: a projection or supposition arrived at by the decision maker before considering the factors and alternatives.
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The Correct Option is D
Solution and Explanation
The assumption that the target segment would perceive Velsuvio as a gourmet range of products was a key factor behind the product’s positioning. Joe Brooks assumed that consumers would perceive the brand in the context of a premium, high-quality product line, similar to high-priced Italian restaurants. This assumption, however, was not fully supported by market feedback.
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