PART B - SHORT ANSWER QUESTIONS (5 marks each; Total: 20 marks)

Instructions: Please select and answer ONLY FOUR (4) of the SEVEN (7) questions below.

1. Mr. Otto would like to increase brand awareness of his Burger King restaurants, especially in Saskatchewan where the brand is new to the residents there. (5 marks)

• Select an appropriate target segment/audience and create a 1-year IMC program using the 6 major IMC elements discussed in this course.
• Identify where you would allocate your budget using percentages. For example, if you think the restaurant should devote half of marketing expenses to advertising then you would list advertising at 50% (only an example). If public relations is small then you might only allocate 10% of the budget to PR. Ensure it all adds up to 100%.
• Why did you choose this IMC strategy - I.e. be sure to provide rationale as to why you would use each element.

2. What other new products can be introduced to Burger King Canada to attract customers? Please justify your answers. (5 marks)

3. Below is a table of the quantities sold for top selling hockey skates in your sporting goods store. You have priced the skates at $850 per pair. The variable cost associated with these skates is $400/set. Other costs include: salaries ($70,000), warehouse rent ($40,000), Utilities ($25,000). Fill in the empty boxes on the chart below to determine the profit for each quantity sold. (4 marks)

Whats the approximate quantity of pairs of skates sold that is needed to break-even? (1 Mark)

Qty Sold (Q)	Price per unit (P)	Total Revenue	Unit Variable Cost (UVCC)	Total Variable Cost(TVC)	Fixed Cost (FC)	Total Cost (TC)	Profit
0
100
200
300
400

4. Retail stores come in a variety of shapes and sizes, and new retail types keep emerging. They can be classified by several characteristics. List three ways in which retail stores can be classified and provide an example of each (Hint: one is mentioned in the case). (5 marks)

5. Discuss some of the decisions that Walmart makes when designing the depth and breadth of its product lines. What are the main considerations for Walmart in making these decisions? Discuss why a company like Walmart expands/contracts product line depth and breadth. (5 marks)

6. Its January 2023 and Burger King has completed the remodel of their Canadian restaurant locations. To announce the newly remodeled stores to get people to come in to dine, complete the following. (5 marks)

• Create a sales promotion for the restaurant.
• Determine a target audience, objective, and budget.
• Name one advantage and disadvantage of the sales promotion based on the textbook and what you learned in this course.

7) a) What is a loss leader? (1 mark)

b) Why do companies use loss leader pricing as part of their strategy? (2 marks)

c) Please give an example of a product that is a loss leader and explain why it is considered a loss leader. (2 marks)