Skip to ContentGo to accessibility pageKeyboard shortcuts menu
OpenStax Logo
Principles of Marketing

Critical Thinking Exercises

Principles of MarketingCritical Thinking Exercises

1 .
Mountain Dew was introduced in 1940 and marketed as “moonshine,” complete with Willy the Hillbilly proclaiming “It’ll tickle yore innards!” Since PepsiCo acquired the brand in the 1960s, Mountain Dew has cycled through new looks, logos, slogans, packaging, flavors, and brand personalities now connected with speed and velocity rather than soda brewed in a whiskey still. Research Mountain Dew’s history and consider this question: How has Mountain Dew steadily moved away from other competitors in the soft drink industry in its positioning efforts, and do you believe this movement has grown consumers’ brand loyalty?
2 .
The three-step STP model has proven successful in stepping systematically through the target market selection process. How has your college proceeded from segmentation to targeting to effectively positioning? Offer examples of each step and develop a perceptual map showing how the average high school student may perceive your college’s attributes versus its competitors’.
3 .
Why might candy companies such as Lemonhead, Ghirardelli, Jelly Belly, PEEPS, Mike and Ike, and Welch’s Fruit Snacks make the pledge not to advertise to children under the age of 12? Does this decision also send a message to parents?
Order a print copy

As an Amazon Associate we earn from qualifying purchases.


This book may not be used in the training of large language models or otherwise be ingested into large language models or generative AI offerings without OpenStax's permission.

Want to cite, share, or modify this book? This book uses the Creative Commons Attribution License and you must attribute OpenStax.

Attribution information
  • If you are redistributing all or part of this book in a print format, then you must include on every physical page the following attribution:
    Access for free at
  • If you are redistributing all or part of this book in a digital format, then you must include on every digital page view the following attribution:
    Access for free at
Citation information

© Jan 9, 2024 OpenStax. Textbook content produced by OpenStax is licensed under a Creative Commons Attribution License . The OpenStax name, OpenStax logo, OpenStax book covers, OpenStax CNX name, and OpenStax CNX logo are not subject to the Creative Commons license and may not be reproduced without the prior and express written consent of Rice University.