Marketing WK 3


Please use the following as your primary resource…

Kerin, R., & Peterson, R. (2013). Strategic marketing problems: Cases and comments (13th ed.). Upper Saddle River, NJ:

Prentice Hall.
For this assignment, read the case studies on pages 192-209 of your textbook. Once you have read and reviewed the case

scenario, respond to the following questions with thorough explanations and well-supported rationale.
1. To what degree does the product align with the current trend of healthy living? How does the family life cycle work

into the discussion?
2. What is involved with successful branding? Explain how solid brand management and positioning would impact this

3. Based upon your assessment, has Frito Lay identified the most appropriate target market? Include your rationale. Would

you suggest an alternative or additional target market?
4. Are the Sun Chips multi-grain snacks a sustainable new product addition to the Frito-Lay product line? Think about

whether it aligns with Frito Lay’s overall product-marketing strategies. Include some level of discussion on the

competition and industry.
Your response should be a minimum of three pages in length, double-spaced. References should include your textbook plus a

minimum of one additional credible reference. All sources used, including the textbook, must be referenced; paraphrased

and quoted material must have accompanying citations per APA guidelines.
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