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University of California, Berkeley - UGBA 10UGBA10 Marketing Module Exam Fall 2016 - Explanation of Answers to Most Frequently Missed Questions

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UGBA10 Marketing Module Exam Explanation of Answers to Most Frequently Missed Questions Fall 2016 1 The 3 questions with the highest percentage of incorrect answers were about Whole Foods, FedE... x and Domino’s. Question numbers differ by version, and the letters below correspond to each version of the exam. So, for those of you with exam Version A, the Whole Foods question was #15, for exam Version B it was #10, etc. A B C D Q15 Q10 Q6 Q2 Whole Foods is opening a new chain of stores targeting the subset of millennial consumers who are interested in affordable natural and organic products made or raised with the quality standards Whole Foods is known for. The new chain is called 365 by Whole Foods. Based on just this information, which of the following best describes Whole Foods brand architecture? a. House of Brands b. Branded House c. Hybrid d. Cash Cow I wrote this question intending the only correct answer to be C, Hybrid. However, in hindsight, the wording of the question as well as my lecture did not clearly show why C is the only correct answer. As a result, all students are being given credit for this question, regardless of how they answered it. In the spirit of the exam being a teaching opportunity, here is the rationale for/against each choice. Cash Cow: Cash Cow is not an architecture option, so D is easily eliminated. [Show More]

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