Tag: Model Answer

Assignment Prompt & Instructions

Discussions/ Business Assignment

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– ## W5.docx

– Why_Kraft_Foods_Cares_About_Fa.pdf

**## ProQuestDocuments-2025-09-29.pdf**

Kraft Foods Inc. Offer By Kraft Foods Inc. For -2-

ProQuest document link

FULL TEXT

which are or may be based on Kraft Foods' plans, estimates and projections.

These forward-looking statements are subject to a number of risks and

uncertainties, many of which are beyond Kraft Foods' control, that could cause

Kraft Foods' actual results to differ materially from those indicated in any

such forward-looking statements. Such factors include, but are not limited to,

the risk factors, as they may be amended from time to time, set forth in Kraft

Foods' filings with the US Securities and Exchange Commission ("SEC"), including

the registration statement on Form S-4, as amended from time to time, filed by

Kraft Foods in connection with the Final Offer, Kraft Foods' most recently filed

Annual Report on Form 10-K and subsequent reports on Forms 10-Q and 8-K. Kraft

Foods disclaims and does not undertake any obligation to update or revise any

forward-looking statement in this announcement, except as required by applicable

law or regulation.

Additional US-related information

This announcement is provided for informational purposes only and is neither an

offer to purchase nor a solicitation of an offer to sell shares of Cadbury or

Kraft Foods. Kraft Foods has filed a registration statement and tender offer

documents, including subsequent amendments, and Cadbury has filed a

solicitation/recommendation statement on Schedule 14D-9, including subsequent

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(END)
February 25, 2010 02:00 ET (07:00 GMT)

DETAILS

amendments, with the SEC in connection with the recommended Final Offer.

Cadbury Shareholders who are US or Canadian residents and holders of Cadbury

ADSs, wherever located, should read those filings, and any other filings made by

Kraft Foods and Cadbury with the SEC in connection with the recommended Final

Offer, as they contain important information. Those documents, as well as Kraft

Foods' other public filings with the SEC, may be obtained without charge at the

SEC's website at www.sec.gov and at Kraft Foods' website at

www.kraftfoodscompany.com.

This information is provided by RNS

The company news service from the London Stock Exchange

END

ISEZMGZZNDDGGZM

Subject: Food processing industry; Registration statements; Food

Business indexing term: Subject: Food processing industry Registration statements

Location: United States–US

Company / organization: Name: Securities &Exchange Commission; NAICS: 926150; Name: London Stock
Exchange; NAICS: 523210; Name: Kraft Foods Group Inc; NAICS: 311224, 311513,
311520, 311612, 311919, 311920

Publication title: Dow Jones Institutional News; New York

Publication year: 2010

Publication date: Feb 25, 2010

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Place of publication: New York

Country of publication: United States

Publication subject: Business And Economics

Source type: Wire Feed

Language of publication: English

Document type: News

ProQuest document ID: 2173955532

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– Kraft Foods Inc. Offer By Kraft Foods Inc. For -2-

**## W5.docx**

**W5: Discussion (No More than 250 words)**

Branding has been a heavy marketing focus in recent years. As you shop for products, branding can influence your shopping behavior. You may recognize a familiar brand that is known for its quality. Other times, you may recognize a brand that is more environmentally conscious. Branding can help you to decide which product to buy in a competitive market.

**Research**

This week do some research on branding as well as marketing channels. Consider the relationship between these two as you reflect on the following questions.

**Discuss**

· How important is branding or brand image for marketers?

· Marketers have many channels to consider as they decide on placement. Should channel images be consistent with brand images? Why or why not?

· What type of effect has online availability had on branding?

**ZM (Respond no more than 150 words)**

Branding plays an incredibly important role in creating consumer preferences and guiding marketing strategy. A strong brand image shows a product’s value, builds trust with consumers, and fosters emotional connections with consumers (Crawford, 2025). In today’s competitive nature, branding is more than a logo, it’s a promise of quality, values, and experience to the consumer base. Consumers often choose products that align with their identity or beliefs, such as sustainability or innovation, making brand perception a key driver of loyalty and repeat purchases (ConsumerBehavior.io, 2023).

Marketing channels must focus on and sometimes reinvent brand image to maintain consistency and credibility. Whether it is done through social media, retail displays, or e-commerce platforms, the visual and emotional tone of each pathway should align with the brand’s identity. Inconsistent messaging can confuse consumers and weaken brand support. As Forbes Agency Council notes, consumers crave authenticity and connection, and brands that deliver consistent storytelling across channels are more likely to succeed (Forbes, 2024).

Digital options have expanded branding opportunities and also challenges. Digital platforms allow brands to reach global audiences and personalize experiences. However, they also demand faster responsiveness and transparency. Consumers form opinions in milliseconds, and brands must make sure that every digital interaction, from website design to influencer partnerships, reinforces their values and identity (Crawford, 2025). Also, online reviews have become powerful tools, influencing opinions and purchase decisions.

Branding is essential for marketers, and consistency across platforms is vital to building trust and recognition with consumers. Online availability has grown the importance of brand clarity and responsiveness in shaping consumer perception.

PC
**(Respond no more than 150 words)**

Branding and brand image are crucial for marketers because they influence consumer perceptions and inform purchase decisions in competitive markets. A strong brand image communicates more than just product features; it conveys reliability, quality, values, and lifestyle associations that consumers come to trust (Kotler & Keller, 2014). For example, a restaurant that promotes itself as offering fresh, high-quality meals at fair prices builds not only a reputation for taste but also consumer confidence in value and consistency. In turn, this brand image becomes a strategic asset that can differentiate the business in saturated industries.

Equally important is the alignment between branding and marketing channels. Channel images must be consistent with the brand's images, as customers often judge the quality of a brand based on where and how it is sold. If a premium brand like Louis Vuitton were sold at a discount retailer, the inconsistency would dilute the brand's prestige and confuse consumers. Research highlights that brand equity is reinforced when distribution channels match consumer expectations of the brand's positioning (Thimothy, 2016). Channels are an extension of the brand, so retailers, distributors, and digital platforms must reinforce—not undermine—the image marketers work to build.

The digital age has further transformed branding through online availability. Brands now face global visibility, which both strengthens opportunities and raises risks. On one hand, e-commerce provides accessibility, convenience, and the ability to reach broader audiences than traditional channels ever could. On the other hand, inconsistent online experiences—such as cluttered websites, poor product images, or a lack of customer support—can damage brand trust. Research shows that consumers associate polished digital touchpoints with credibility, and brands that neglect their online image risk losing relevance, especially among younger demographics (Paun, 2019).

Ultimately, branding and marketing channels are inseparable. The strength of a brand relies not only on the message it conveys but also on the consistency of the channels through which it reaches consumers. Marketers must carefully select and manage these channels to ensure brand equity is protected while adapting to consumer demand for both physical and digital accessibility.

**Week 5 Homework Assignment (No More than 2 Pages)**

**Instructions**

**Assignment Breakdown: Evaluate Marketing Website**

**Objective:** You are tasked with evaluating the website used by
**Kraft Foods** as part of their marketing strategy. After reviewing the website, you will write a 2-page paper discussing how effective the site is as a marketing tool.

**Step-by-Step Instructions:**

1.
**Visit the Website:**

· Go to
[Kraft Heinz](https://www.kraftheinz.com/)

· Take your time to explore the site thoroughly. Look at the different sections (recipes, product information, promotions, etc.) and pay attention to how the site is designed and how it presents information to the visitor.

2.
**Evaluate the Website:**

. Is the website hard to use or confusing in any way?

. Are there any sections that feel outdated or unnecessary?

. Could the website be more engaging or user-friendly?

. Does the website load quickly and work well on mobile devices?

·
**Use known criteria in your evaluation as you begin evaluating what is working well**

·
**What could be better?**

3.
**Write Your Paper:**

. Discuss
**both** what you think works well on the site and what could be improved.

. Back up your opinions with specific examples from the website (e.g., "The recipe section is easy to navigate because it includes a search feature for ingredients").

. Be specific in your evaluation. Instead of just saying something is "good" or "bad," explain
**why** you think it is effective or not effective.

·
**Length:** Your paper should be 2 pages long.

·
**Content:** In your paper, make sure to:

4.
**Formatting Your Paper:**

·
**Word Document:** Your paper must be typed and submitted as a Word document (no PDF or other formats).

·
**File Name:** Name your file like this:
**lastnamefirstinitial-MKTG600-assignment#** (For example, if your name is John Doe and this is Assignment 1, the file should be named
**doej-MKTG600-assignment1.docx**).

5.
**Submission:**

· Upload your completed Word document to the
**ASSIGNMENT Container** (where you are submitting the assignment online).

· Double-check that your file is uploaded before the deadline.

**Important Reminder: Use Scholarly Research**

To strengthen your analysis, it’s important to support your evaluation with
**scholarly research**. Incorporate at least  two academic sources that discuss digital marketing strategies, website design, or user experience. Scholarly research will provide a theoretical foundation for your assessment and demonstrate a deeper understanding of best practices in web design and marketing. Be sure to properly cite any sources using APA format.

Kraft Foods Inc. Offer By Kraft Foods Inc. For -2-. (2010, Feb 25).
_Dow Jones Institutional News_ http://ezproxy.apus.edu/login?qurl=https%3A%2F%2Fwww.proquest.com%2Fwire-feeds%2Fkraft-foods-inc-offer-2%2Fdocview%2F2173955532%2Fse-2%3Faccountid%3D8289

**Marketing : Brand Image**

**Channel images do not really affect the brand images of the products they sell that much versus Channel images must be consistent with the brand image.**

**Introduction**

A marketing channel performs the work of moving goods from the producer to consumer. It overcomes the time, place and possession gaps that separate goods and services from those who need or want them. A manufacture selling a physical a product and services might require three channel a sales channel, a delivery channel and a service channel. All channel function have three things in common: they use up scarce resources, they can often be performed better through specialization, and they can be shifted among channel members. The objectives vary with product some products require direct marketing, some product can be sold by intermediate, and some product can be sold by company sales forces rather than intermediaries. The bigger the market segment the higher level of the channel are needed. Depending upon the product and brand the company may uses different types of channel. While using channel the company need to choose the suitable channel that is consistent to brand image of the company. A brand is a name, symbol, or other feature that distinguishes the company's goods or services in the marketplace. Consumers often rely upon brands to guide their purchase decisions. The positive feelings consumers accumulate about a particular brand are what makes the brand a valuable asset for the company that owns it. The consumer is not purchasing just the product/service but also the image associated with that product or service. Brand images should be positive, unique and instant. Positive brand image enhances the goodwill and brand value of an organization. Depending upon the product the channel and the channel image May or may not affect the brand image of the company. We will discuss more about it.

The channel images, such as a retail store can be critical and must be consistent with the image of the product. Channel marketing involves the selecting the suitable channel for distributing product and services in the market. The channel may be used in such a way that it creates more value to the product. The channel plays an important role for deciding the brand of the company. The product has to display in proper manner in the shop as well the channel they are using to sell the product affect the product value. The use of the channel are depend upon the product and their brand image. The relevance of a channel’s image and reputation as to how it impacts a product will depend on number of factors including the specific product being sold (including quantity and cost), the product’s target market (customer needs) and the product’s brand strength. Its matter on the brand positioning where the product is sold

Its take long time and hard working for establishing the brand image. The brand is that makes product different from other product. The basis of brand function lies in the relationship that develops between a consumer and the company selling the products or services under the brand name. A consumer who prefers a particular brand basically agrees to select that brand over others based primarily on his or her perception of the brand and its value. Depending upon the brand the buyer may even pay a higher price for the company's goods or services because of his commitment, or passive agreement, to buy the brand. The channel that they used must be consistent with reputation of the company. The producer cannot use any types of channel for selling and distributing the product. They have to analyze which channel is suitable for marketing. .most of the companies today have adopted the integrating multichannel marketing. They can use more than one channel. Higher the marketing channel higher the coverage of the market. More customer will buy the product through different channel and it will increase the awareness in the mind of the consumer that will increase the brand loyal. The higher the channel the price will be low and that will surf all the types of the consumer. Companies need to think through their channel architecture. They must determine which channel should be use which is more consistent with the brand image.

The channel image of a Toyota automobile dealership is an indispensable element of the Toyota value delivery network. Toyota Motor, among the world's largest automotive manufacturers by auto sales designs and manufactures a diverse product line-up that ranges from subcompacts to luxury and sports vehicles to SUVs, trucks, minivans, and buses .The manufacturer will want to selectively chose channel partners and ensure they can meet benchmark service levels to sustain brand image. The channel that they used directly affect the brand image. The brand of the Toyota Company is all around the world and they do research for selecting the channel. If a Toyota company establish their retailer everywhere and dealership’s facilities are unkempt and the sales staff is rude and inattentive, this will generate unfavorable image not only on the dealership, but on the Toyota brand. It will defiantly hamper the sale of the Toyota Company. The Toyota Company choose their marketing channel and distributer that perform in regular consistent maintaining the brand image of the company. The channel image must be consistent on brand equity

Some marketers feel that the image of the particular channel in which they sell their products does not matter—all that matters is that the right customers shop there and the product is displayed in the right way. The producer may use different channel for distributing the product. The main concern is selling the product and to increase the market segment. There are many consumers that have different perception about the product. They would rather shop, and there are indeed many consumers who spend several hours per week in shopping centers searching for what they want. Among these customers there are different kinds of consumers, and each of these has different characteristics. Some look for stuff that is cheaper and reliable without concerning about the brand. They just want to purchase the product that satisfies their need, they doesn’t care about the channel and shop where they buy. Finally it’s a product which make impact on the customer not their brand image. It is important to understand what interests a consumer most, and based on these interests, manufacturers need to work to develop their brands. If the consumer interest is the product with suitable prize then producer have to advertise their product in that way. They have to distribute all around by using any channel that increase the market share. The brand which is become famous and becomes use to with customer daily life, the channel image of that product doesn’t make impact on the customer mind about brand image. The product should be display in proper manner such that consumer will see and purchase those product.

Most of the chocolate brand and inexpensive product which becomes use to in our daily life and we become more familiar with those brand, about their quality and their performance then the image of channel doesn’t impact on the brand of the product. For example Wrigley’s® chewing gum is a well-established and respected brand which can virtually be sold in any retail setting, regardless of geographic location, without great attention to product placement and display, with a largely uniform suggested retail price and experience no degradation in their brand reputation based on channels utilized. The channel image doesn’t make impact on the sale of the product and people accept those brand easily.

**Conclusion**

Channel image can be a crucial component of the value delivery network, it is important for the successful, holistic marketer to look at other factors when developing a well-rounded channel marketing strategy and making channel selection decisions. There are number of channel that can be used to distribute the product. While designing the marketing channel system the marketer should analyze the objective of the channel and needs of the customer. The producer must evaluate the available channel to satisfy the customer need. the channel image makes an impact on the brand of the company so Successful channel marketing in part involves the manufacturer educating channel members about their products and services and creating a value delivery network by establishing deep channel marketing relationships that encourages and motivates the intermediaries to continue to sell the product or service. In order hand depending upon the nature of the product, they can use any type of channel to distribute the product. In this case the channel image does make impact on the brand of the company. The seller or shopkeeper have to place the product in that place such that a people can see. And due to the brand image on customer mind from past experience, they will know the quality and price of the product. So they become ready to buy from anywhere.

**References**

(2013, 7 2). Retrieved from www.scribd.com: http://www.scribd.com/doc/35713704/Kotler15-Media

(2013, 7 3). Retrieved from www.managementstudyguide.com: http://www.managementstudyguide.com/brand-image.htm

Haden, J. A. (2013, 7 1). Retrieved from hadenventures.blogspot.com: http://hadenventures.blogspot.com/2011/02/some-marketers-feel-that-image-of.html

Kotler, P., & Keller, L. K. (13th edi). Designing and managing integrated marketing channels. In
_Marketing Management_ (pp. 410-419). prentice Hall.

Roberts, G. (2013, 6 30). Retrieved from www.fleetnews.co.u: http://www.fleetnews.co.uk/fleet-management/in-the-spotlight-toyota-and-lexus-fleet-services/41803/

[https://www.linkedin.com/pulse/7-cs-content-strategy-digital-marketing-glocalsense](https://www.linkedin.com/pulse/7-cs-content-strategy-digital-marketing-glocalsense)

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**## ProQuestDocuments-2025-09-29.pdf**

Kraft Foods Inc. Offer By Kraft Foods Inc. For -2-

ProQuest document link

FULL TEXT

which are or may be based on Kraft Foods' plans, estimates and projections.

These forward-looking statements are subject to a number of risks and

uncertainties, many of which are beyond Kraft Foods' control, that could cause

Kraft Foods' actual results to differ materially from those indicated in any

such forward-looking statements. Such factors include, but are not limited to,

the risk factors, as they may be amended from time to time, set forth in Kraft

Foods' filings with the US Securities and Exchange Commission ("SEC"), including

the registration statement on Form S-4, as amended from time to time, filed by

Kraft Foods in connection with the Final Offer, Kraft Foods' most recently filed

Annual Report on Form 10-K and subsequent reports on Forms 10-Q and 8-K. Kraft

Foods disclaims and does not undertake any obligation to update or revise any

forward-looking statement in this announcement, except as required by applicable

law or regulation.

Additional US-related information

This announcement is provided for informational purposes only and is neither an

offer to purchase nor a solicitation of an offer to sell shares of Cadbury or

Kraft Foods. Kraft Foods has filed a registration statement and tender offer

documents, including subsequent amendments, and Cadbury has filed a

solicitation/recommendation statement on Schedule 14D-9, including subsequent

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(END)
February 25, 2010 02:00 ET (07:00 GMT)

DETAILS

amendments, with the SEC in connection with the recommended Final Offer.

Cadbury Shareholders who are US or Canadian residents and holders of Cadbury

ADSs, wherever located, should read those filings, and any other filings made by

Kraft Foods and Cadbury with the SEC in connection with the recommended Final

Offer, as they contain important information. Those documents, as well as Kraft

Foods' other public filings with the SEC, may be obtained without charge at the

SEC's website at www.sec.gov and at Kraft Foods' website at

www.kraftfoodscompany.com.

This information is provided by RNS

The company news service from the London Stock Exchange

END

ISEZMGZZNDDGGZM

Subject: Food processing industry; Registration statements; Food

Business indexing term: Subject: Food processing industry Registration statements

Location: United States–US

Company / organization: Name: Securities &Exchange Commission; NAICS: 926150; Name: London Stock
Exchange; NAICS: 523210; Name: Kraft Foods Group Inc; NAICS: 311224, 311513,
311520, 311612, 311919, 311920

Publication title: Dow Jones Institutional News; New York

Publication year: 2010

Publication date: Feb 25, 2010

PDF GENERATED BY PROQUEST.COM Page 2 of 3

LINKS
Check for full text in other resources

Database copyright  2025 ProQuest LLC. All rights reserved.
Terms and Conditions Contact ProQuest

Publisher: Dow Jones &Company Inc.

Place of publication: New York

Country of publication: United States

Publication subject: Business And Economics

Source type: Wire Feed

Language of publication: English

Document type: News

ProQuest document ID: 2173955532

Document URL: http://ezproxy.apus.edu/login?qurl=https%3A%2F%2Fwww.proquest.com%2Fwire-
feeds%2Fkraft-foods-inc-offer-2%2Fdocview%2F2173955532%2Fse-
2%3Faccountid%3D8289

Copyright: Copyright Dow Jones &Company Inc Feb 25, 2010

Full text availability: This publication may be subject to restrictions within certain markets, including
corporations, non-profits, government institutions, and public libraries. In those cases
records will be visible to users, but not full text.

Last updated: 2024-12-01

Database: ProQuest Central

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– Kraft Foods Inc. Offer By Kraft Foods Inc. For -2-

**## W5.docx**

**W5: Discussion (No More than 250 words)**

Branding has been a heavy marketing focus in recent years. As you shop for products, branding can influence your shopping behavior. You may recognize a familiar brand that is known for its quality. Other times, you may recognize a brand that is more environmentally conscious. Branding can help you to decide which product to buy in a competitive market.

**Research**

This week do some research on branding as well as marketing channels. Consider the relationship between these two as you reflect on the following questions.

**Discuss**

· How important is branding or brand image for marketers?

· Marketers have many channels to consider as they decide on placement. Should channel images be consistent with brand images? Why or why not?

· What type of effect has online availability had on branding?

**ZM (Respond no more than 150 words)**

Branding plays an incredibly important role in creating consumer preferences and guiding marketing strategy. A strong brand image shows a product’s value, builds trust with consumers, and fosters emotional connections with consumers (Crawford, 2025). In today’s competitive nature, branding is more than a logo, it’s a promise of quality, values, and experience to the consumer base. Consumers often choose products that align with their identity or beliefs, such as sustainability or innovation, making brand perception a key driver of loyalty and repeat purchases (ConsumerBehavior.io, 2023).

Marketing channels must focus on and sometimes reinvent brand image to maintain consistency and credibility. Whether it is done through social media, retail displays, or e-commerce platforms, the visual and emotional tone of each pathway should align with the brand’s identity. Inconsistent messaging can confuse consumers and weaken brand support. As Forbes Agency Council notes, consumers crave authenticity and connection, and brands that deliver consistent storytelling across channels are more likely to succeed (Forbes, 2024).

Digital options have expanded branding opportunities and also challenges. Digital platforms allow brands to reach global audiences and personalize experiences. However, they also demand faster responsiveness and transparency. Consumers form opinions in milliseconds, and brands must make sure that every digital interaction, from website design to influencer partnerships, reinforces their values and identity (Crawford, 2025). Also, online reviews have become powerful tools, influencing opinions and purchase decisions.

Branding is essential for marketers, and consistency across platforms is vital to building trust and recognition with consumers. Online availability has grown the importance of brand clarity and responsiveness in shaping consumer perception.

PC
**(Respond no more than 150 words)**

Branding and brand image are crucial for marketers because they influence consumer perceptions and inform purchase decisions in competitive markets. A strong brand image communicates more than just product features; it conveys reliability, quality, values, and lifestyle associations that consumers come to trust (Kotler & Keller, 2014). For example, a restaurant that promotes itself as offering fresh, high-quality meals at fair prices builds not only a reputation for taste but also consumer confidence in value and consistency. In turn, this brand image becomes a strategic asset that can differentiate the business in saturated industries.

Equally important is the alignment between branding and marketing channels. Channel images must be consistent with the brand's images, as customers often judge the quality of a brand based on where and how it is sold. If a premium brand like Louis Vuitton were sold at a discount retailer, the inconsistency would dilute the brand's prestige and confuse consumers. Research highlights that brand equity is reinforced when distribution channels match consumer expectations of the brand's positioning (Thimothy, 2016). Channels are an extension of the brand, so retailers, distributors, and digital platforms must reinforce—not undermine—the image marketers work to build.

The digital age has further transformed branding through online availability. Brands now face global visibility, which both strengthens opportunities and raises risks. On one hand, e-commerce provides accessibility, convenience, and the ability to reach broader audiences than traditional channels ever could. On the other hand, inconsistent online experiences—such as cluttered websites, poor product images, or a lack of customer support—can damage brand trust. Research shows that consumers associate polished digital touchpoints with credibility, and brands that neglect their online image risk losing relevance, especially among younger demographics (Paun, 2019).

Ultimately, branding and marketing channels are inseparable. The strength of a brand relies not only on the message it conveys but also on the consistency of the channels through which it reaches consumers. Marketers must carefully select and manage these channels to ensure brand equity is protected while adapting to consumer demand for both physical and digital accessibility.

**Week 5 Homework Assignment (No More than 2 Pages)**

**Instructions**

**Assignment Breakdown: Evaluate Marketing Website**

**Objective:** You are tasked with evaluating the website used by
**Kraft Foods** as part of their marketing strategy. After reviewing the website, you will write a 2-page paper discussing how effective the site is as a marketing tool.

**Step-by-Step Instructions:**

1.
**Visit the Website:**

· Go to
[Kraft Heinz](https://www.kraftheinz.com/)

· Take your time to explore the site thoroughly. Look at the different sections (recipes, product information, promotions, etc.) and pay attention to how the site is designed and how it presents information to the visitor.

2.
**Evaluate the Website:**

. Is the website hard to use or confusing in any way?

. Are there any sections that feel outdated or unnecessary?

. Could the website be more engaging or user-friendly?

. Does the website load quickly and work well on mobile devices?

·
**Use known criteria in your evaluation as you begin evaluating what is working well**

·
**What could be better?**

3.
**Write Your Paper:**

. Discuss
**both** what you think works well on the site and what could be improved.

. Back up your opinions with specific examples from the website (e.g., "The recipe section is easy to navigate because it includes a search feature for ingredients").

. Be specific in your evaluation. Instead of just saying something is "good" or "bad," explain
**why** you think it is effective or not effective.

·
**Length:** Your paper should be 2 pages long.

·
**Content:** In your paper, make sure to:

4.
**Formatting Your Paper:**

·
**Word Document:** Your paper must be typed and submitted as a Word document (no PDF or other formats).

·
**File Name:** Name your file like this:
**lastnamefirstinitial-MKTG600-assignment#** (For example, if your name is John Doe and this is Assignment 1, the file should be named
**doej-MKTG600-assignment1.docx**).

5.
**Submission:**

· Upload your completed Word document to the
**ASSIGNMENT Container** (where you are submitting the assignment online).

· Double-check that your file is uploaded before the deadline.

**Important Reminder: Use Scholarly Research**

To strengthen your analysis, it’s important to support your evaluation with
**scholarly research**. Incorporate at least  two academic sources that discuss digital marketing strategies, website design, or user experience. Scholarly research will provide a theoretical foundation for your assessment and demonstrate a deeper understanding of best practices in web design and marketing. Be sure to properly cite any sources using APA format.

Kraft Foods Inc. Offer By Kraft Foods Inc. For -2-. (2010, Feb 25).
_Dow Jones Institutional News_ http://ezproxy.apus.edu/login?qurl=https%3A%2F%2Fwww.proquest.com%2Fwire-feeds%2Fkraft-foods-inc-offer-2%2Fdocview%2F2173955532%2Fse-2%3Faccountid%3D8289

**Marketing : Brand Image**

**Channel images do not really affect the brand images of the products they sell that much versus Channel images must be consistent with the brand image.**

**Introduction**

A marketing channel performs the work of moving goods from the producer to consumer. It overcomes the time, place and possession gaps that separate goods and services from those who need or want them. A manufacture selling a physical a product and services might require three channel a sales channel, a delivery channel and a service channel. All channel function have three things in common: they use up scarce resources, they can often be performed better through specialization, and they can be shifted among channel members. The objectives vary with product some products require direct marketing, some product can be sold by intermediate, and some product can be sold by company sales forces rather than intermediaries. The bigger the market segment the higher level of the channel are needed. Depending upon the product and brand the company may uses different types of channel. While using channel the company need to choose the suitable channel that is consistent to brand image of the company. A brand is a name, symbol, or other feature that distinguishes the company's goods or services in the marketplace. Consumers often rely upon brands to guide their purchase decisions. The positive feelings consumers accumulate about a particular brand are what makes the brand a valuable asset for the company that owns it. The consumer is not purchasing just the product/service but also the image associated with that product or service. Brand images should be positive, unique and instant. Positive brand image enhances the goodwill and brand value of an organization. Depending upon the product the channel and the channel image May or may not affect the brand image of the company. We will discuss more about it.

The channel images, such as a retail store can be critical and must be consistent with the image of the product. Channel marketing involves the selecting the suitable channel for distributing product and services in the market. The channel may be used in such a way that it creates more value to the product. The channel plays an important role for deciding the brand of the company. The product has to display in proper manner in the shop as well the channel they are using to sell the product affect the product value. The use of the channel are depend upon the product and their brand image. The relevance of a channel’s image and reputation as to how it impacts a product will depend on number of factors including the specific product being sold (including quantity and cost), the product’s target market (customer needs) and the product’s brand strength. Its matter on the brand positioning where the product is sold

Its take long time and hard working for establishing the brand image. The brand is that makes product different from other product. The basis of brand function lies in the relationship that develops between a consumer and the company selling the products or services under the brand name. A consumer who prefers a particular brand basically agrees to select that brand over others based primarily on his or her perception of the brand and its value. Depending upon the brand the buyer may even pay a higher price for the company's goods or services because of his commitment, or passive agreement, to buy the brand. The channel that they used must be consistent with reputation of the company. The producer cannot use any types of channel for selling and distributing the product. They have to analyze which channel is suitable for marketing. .most of the companies today have adopted the integrating multichannel marketing. They can use more than one channel. Higher the marketing channel higher the coverage of the market. More customer will buy the product through different channel and it will increase the awareness in the mind of the consumer that will increase the brand loyal. The higher the channel the price will be low and that will surf all the types of the consumer. Companies need to think through their channel architecture. They must determine which channel should be use which is more consistent with the brand image.

The channel image of a Toyota automobile dealership is an indispensable element of the Toyota value delivery network. Toyota Motor, among the world's largest automotive manufacturers by auto sales designs and manufactures a diverse product line-up that ranges from subcompacts to luxury and sports vehicles to SUVs, trucks, minivans, and buses .The manufacturer will want to selectively chose channel partners and ensure they can meet benchmark service levels to sustain brand image. The channel that they used directly affect the brand image. The brand of the Toyota Company is all around the world and they do research for selecting the channel. If a Toyota company establish their retailer everywhere and dealership’s facilities are unkempt and the sales staff is rude and inattentive, this will generate unfavorable image not only on the dealership, but on the Toyota brand. It will defiantly hamper the sale of the Toyota Company. The Toyota Company choose their marketing channel and distributer that perform in regular consistent maintaining the brand image of the company. The channel image must be consistent on brand equity

Some marketers feel that the image of the particular channel in which they sell their products does not matter—all that matters is that the right customers shop there and the product is displayed in the right way. The producer may use different channel for distributing the product. The main concern is selling the product and to increase the market segment. There are many consumers that have different perception about the product. They would rather shop, and there are indeed many consumers who spend several hours per week in shopping centers searching for what they want. Among these customers there are different kinds of consumers, and each of these has different characteristics. Some look for stuff that is cheaper and reliable without concerning about the brand. They just want to purchase the product that satisfies their need, they doesn’t care about the channel and shop where they buy. Finally it’s a product which make impact on the customer not their brand image. It is important to understand what interests a consumer most, and based on these interests, manufacturers need to work to develop their brands. If the consumer interest is the product with suitable prize then producer have to advertise their product in that way. They have to distribute all around by using any channel that increase the market share. The brand which is become famous and becomes use to with customer daily life, the channel image of that product doesn’t make impact on the customer mind about brand image. The product should be display in proper manner such that consumer will see and purchase those product.

Most of the chocolate brand and inexpensive product which becomes use to in our daily life and we become more familiar with those brand, about their quality and their performance then the image of channel doesn’t impact on the brand of the product. For example Wrigley’s® chewing gum is a well-established and respected brand which can virtually be sold in any retail setting, regardless of geographic location, without great attention to product placement and display, with a largely uniform suggested retail price and experience no degradation in their brand reputation based on channels utilized. The channel image doesn’t make impact on the sale of the product and people accept those brand easily.

**Conclusion**

Channel image can be a crucial component of the value delivery network, it is important for the successful, holistic marketer to look at other factors when developing a well-rounded channel marketing strategy and making channel selection decisions. There are number of channel that can be used to distribute the product. While designing the marketing channel system the marketer should analyze the objective of the channel and needs of the customer. The producer must evaluate the available channel to satisfy the customer need. the channel image makes an impact on the brand of the company so Successful channel marketing in part involves the manufacturer educating channel members about their products and services and creating a value delivery network by establishing deep channel marketing relationships that encourages and motivates the intermediaries to continue to sell the product or service. In order hand depending upon the nature of the product, they can use any type of channel to distribute the product. In this case the channel image does make impact on the brand of the company. The seller or shopkeeper have to place the product in that place such that a people can see. And due to the brand image on customer mind from past experience, they will know the quality and price of the product. So they become ready to buy from anywhere.

**References**

(2013, 7 2). Retrieved from www.scribd.com: http://www.scribd.com/doc/35713704/Kotler15-Media

(2013, 7 3). Retrieved from www.managementstudyguide.com: http://www.managementstudyguide.com/brand-image.htm

Haden, J. A. (2013, 7 1). Retrieved from hadenventures.blogspot.com: http://hadenventures.blogspot.com/2011/02/some-marketers-feel-that-image-of.html

Kotler, P., & Keller, L. K. (13th edi). Designing and managing integrated marketing channels. In
_Marketing Management_ (pp. 410-419). prentice Hall.

Roberts, G. (2013, 6 30). Retrieved from www.fleetnews.co.u: http://www.fleetnews.co.uk/fleet-management/in-the-spotlight-toyota-and-lexus-fleet-services/41803/

[https://www.linkedin.com/pulse/7-cs-content-strategy-digital-marketing-glocalsense](https://www.linkedin.com/pulse/7-cs-content-strategy-digital-marketing-glocalsense)

**Why_Kraft_Foods_Cares_About_Fa.pdf**

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**## ProQuestDocuments-2025-09-29.pdf**

Kraft Foods Inc. Offer By Kraft Foods Inc. For -2-

ProQuest document link

FULL TEXT

which are or may be based on Kraft Foods' plans, estimates and projections.

These forward-looking statements are subject to a number of risks and

uncertainties, many of which are beyond Kraft Foods' control, that could cause

Kraft Foods' actual results to differ materially from those indicated in any

such forward-looking statements. Such factors include, but are not limited to,

the risk factors, as they may be amended from time to time, set forth in Kraft

Foods' filings with the US Securities and Exchange Commission ("SEC"), including

the registration statement on Form S-4, as amended from time to time, filed by

Kraft Foods in connection with the Final Offer, Kraft Foods' most recently filed

Annual Report on Form 10-K and subsequent reports on Forms 10-Q and 8-K. Kraft

Foods disclaims and does not undertake any obligation to update or revise any

forward-looking statement in this announcement, except as required by applicable

law or regulation.

Additional US-related information

This announcement is provided for informational purposes only and is neither an

offer to purchase nor a solicitation of an offer to sell shares of Cadbury or

Kraft Foods. Kraft Foods has filed a registration statement and tender offer

documents, including subsequent amendments, and Cadbury has filed a

solicitation/recommendation statement on Schedule 14D-9, including subsequent

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(END)
February 25, 2010 02:00 ET (07:00 GMT)

DETAILS

amendments, with the SEC in connection with the recommended Final Offer.

Cadbury Shareholders who are US or Canadian residents and holders of Cadbury

ADSs, wherever located, should read those filings, and any other filings made by

Kraft Foods and Cadbury with the SEC in connection with the recommended Final

Offer, as they contain important information. Those documents, as well as Kraft

Foods' other public filings with the SEC, may be obtained without charge at the

SEC's website at www.sec.gov and at Kraft Foods' website at

www.kraftfoodscompany.com.

This information is provided by RNS

The company news service from the London Stock Exchange

END

ISEZMGZZNDDGGZM

Subject: Food processing industry; Registration statements; Food

Business indexing term: Subject: Food processing industry Registration statements

Location: United States–US

Company / organization: Name: Securities &Exchange Commission; NAICS: 926150; Name: London Stock
Exchange; NAICS: 523210; Name: Kraft Foods Group Inc; NAICS: 311224, 311513,
311520, 311612, 311919, 311920

Publication title: Dow Jones Institutional News; New York

Publication year: 2010

Publication date: Feb 25, 2010

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Publisher: Dow Jones &Company Inc.

Place of publication: New York

Country of publication: United States

Publication subject: Business And Economics

Source type: Wire Feed

Language of publication: English

Document type: News

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– Kraft Foods Inc. Offer By Kraft Foods Inc. For -2-

**## W5.docx**

**W5: Discussion (No More than 250 words)**

Branding has been a heavy marketing focus in recent years. As you shop for products, branding can influence your shopping behavior. You may recognize a familiar brand that is known for its quality. Other times, you may recognize a brand that is more environmentally conscious. Branding can help you to decide which product to buy in a competitive market.

**Research**

This week do some research on branding as well as marketing channels. Consider the relationship between these two as you reflect on the following questions.

**Discuss**

· How important is branding or brand image for marketers?

· Marketers have many channels to consider as they decide on placement. Should channel images be consistent with brand images? Why or why not?

· What type of effect has online availability had on branding?

**ZM (Respond no more than 150 words)**

Branding plays an incredibly important role in creating consumer preferences and guiding marketing strategy. A strong brand image shows a product’s value, builds trust with consumers, and fosters emotional connections with consumers (Crawford, 2025). In today’s competitive nature, branding is more than a logo, it’s a promise of quality, values, and experience to the consumer base. Consumers often choose products that align with their identity or beliefs, such as sustainability or innovation, making brand perception a key driver of loyalty and repeat purchases (ConsumerBehavior.io, 2023).

Marketing channels must focus on and sometimes reinvent brand image to maintain consistency and credibility. Whether it is done through social media, retail displays, or e-commerce platforms, the visual and emotional tone of each pathway should align with the brand’s identity. Inconsistent messaging can confuse consumers and weaken brand support. As Forbes Agency Council notes, consumers crave authenticity and connection, and brands that deliver consistent storytelling across channels are more likely to succeed (Forbes, 2024).

Digital options have expanded branding opportunities and also challenges. Digital platforms allow brands to reach global audiences and personalize experiences. However, they also demand faster responsiveness and transparency. Consumers form opinions in milliseconds, and brands must make sure that every digital interaction, from website design to influencer partnerships, reinforces their values and identity (Crawford, 2025). Also, online reviews have become powerful tools, influencing opinions and purchase decisions.

Branding is essential for marketers, and consistency across platforms is vital to building trust and recognition with consumers. Online availability has grown the importance of brand clarity and responsiveness in shaping consumer perception.

PC
**(Respond no more than 150 words)**

Branding and brand image are crucial for marketers because they influence consumer perceptions and inform purchase decisions in competitive markets. A strong brand image communicates more than just product features; it conveys reliability, quality, values, and lifestyle associations that consumers come to trust (Kotler & Keller, 2014). For example, a restaurant that promotes itself as offering fresh, high-quality meals at fair prices builds not only a reputation for taste but also consumer confidence in value and consistency. In turn, this brand image becomes a strategic asset that can differentiate the business in saturated industries.

Equally important is the alignment between branding and marketing channels. Channel images must be consistent with the brand's images, as customers often judge the quality of a brand based on where and how it is sold. If a premium brand like Louis Vuitton were sold at a discount retailer, the inconsistency would dilute the brand's prestige and confuse consumers. Research highlights that brand equity is reinforced when distribution channels match consumer expectations of the brand's positioning (Thimothy, 2016). Channels are an extension of the brand, so retailers, distributors, and digital platforms must reinforce—not undermine—the image marketers work to build.

The digital age has further transformed branding through online availability. Brands now face global visibility, which both strengthens opportunities and raises risks. On one hand, e-commerce provides accessibility, convenience, and the ability to reach broader audiences than traditional channels ever could. On the other hand, inconsistent online experiences—such as cluttered websites, poor product images, or a lack of customer support—can damage brand trust. Research shows that consumers associate polished digital touchpoints with credibility, and brands that neglect their online image risk losing relevance, especially among younger demographics (Paun, 2019).

Ultimately, branding and marketing channels are inseparable. The strength of a brand relies not only on the message it conveys but also on the consistency of the channels through which it reaches consumers. Marketers must carefully select and manage these channels to ensure brand equity is protected while adapting to consumer demand for both physical and digital accessibility.

**Week 5 Homework Assignment (No More than 2 Pages)**

**Instructions**

**Assignment Breakdown: Evaluate Marketing Website**

**Objective:** You are tasked with evaluating the website used by
**Kraft Foods** as part of their marketing strategy. After reviewing the website, you will write a 2-page paper discussing how effective the site is as a marketing tool.

**Step-by-Step Instructions:**

1.
**Visit the Website:**

· Go to
[Kraft Heinz](https://www.kraftheinz.com/)

· Take your time to explore the site thoroughly. Look at the different sections (recipes, product information, promotions, etc.) and pay attention to how the site is designed and how it presents information to the visitor.

2.
**Evaluate the Website:**

. Is the website hard to use or confusing in any way?

. Are there any sections that feel outdated or unnecessary?

. Could the website be more engaging or user-friendly?

. Does the website load quickly and work well on mobile devices?

·
**Use known criteria in your evaluation as you begin evaluating what is working well**

·
**What could be better?**

3.
**Write Your Paper:**

. Discuss
**both** what you think works well on the site and what could be improved.

. Back up your opinions with specific examples from the website (e.g., "The recipe section is easy to navigate because it includes a search feature for ingredients").

. Be specific in your evaluation. Instead of just saying something is "good" or "bad," explain
**why** you think it is effective or not effective.

·
**Length:** Your paper should be 2 pages long.

·
**Content:** In your paper, make sure to:

4.
**Formatting Your Paper:**

·
**Word Document:** Your paper must be typed and submitted as a Word document (no PDF or other formats).

·
**File Name:** Name your file like this:
**lastnamefirstinitial-MKTG600-assignment#** (For example, if your name is John Doe and this is Assignment 1, the file should be named
**doej-MKTG600-assignment1.docx**).

5.
**Submission:**

· Upload your completed Word document to the
**ASSIGNMENT Container** (where you are submitting the assignment online).

· Double-check that your file is uploaded before the deadline.

**Important Reminder: Use Scholarly Research**

To strengthen your analysis, it’s important to support your evaluation with
**scholarly research**. Incorporate at least  two academic sources that discuss digital marketing strategies, website design, or user experience. Scholarly research will provide a theoretical foundation for your assessment and demonstrate a deeper understanding of best practices in web design and marketing. Be sure to properly cite any sources using APA format.

Kraft Foods Inc. Offer By Kraft Foods Inc. For -2-. (2010, Feb 25).
_Dow Jones Institutional News_ http://ezproxy.apus.edu/login?qurl=https%3A%2F%2Fwww.proquest.com%2Fwire-feeds%2Fkraft-foods-inc-offer-2%2Fdocview%2F2173955532%2Fse-2%3Faccountid%3D8289

**Marketing : Brand Image**

**Channel images do not really affect the brand images of the products they sell that much versus Channel images must be consistent with the brand image.**

**Introduction**

A marketing channel performs the work of moving goods from the producer to consumer. It overcomes the time, place and possession gaps that separate goods and services from those who need or want them. A manufacture selling a physical a product and services might require three channel a sales channel, a delivery channel and a service channel. All channel function have three things in common: they use up scarce resources, they can often be performed better through specialization, and they can be shifted among channel members. The objectives vary with product some products require direct marketing, some product can be sold by intermediate, and some product can be sold by company sales forces rather than intermediaries. The bigger the market segment the higher level of the channel are needed. Depending upon the product and brand the company may uses different types of channel. While using channel the company need to choose the suitable channel that is consistent to brand image of the company. A brand is a name, symbol, or other feature that distinguishes the company's goods or services in the marketplace. Consumers often rely upon brands to guide their purchase decisions. The positive feelings consumers accumulate about a particular brand are what makes the brand a valuable asset for the company that owns it. The consumer is not purchasing just the product/service but also the image associated with that product or service. Brand images should be positive, unique and instant. Positive brand image enhances the goodwill and brand value of an organization. Depending upon the product the channel and the channel image May or may not affect the brand image of the company. We will discuss more about it.

The channel images, such as a retail store can be critical and must be consistent with the image of the product. Channel marketing involves the selecting the suitable channel for distributing product and services in the market. The channel may be used in such a way that it creates more value to the product. The channel plays an important role for deciding the brand of the company. The product has to display in proper manner in the shop as well the channel they are using to sell the product affect the product value. The use of the channel are depend upon the product and their brand image. The relevance of a channel’s image and reputation as to how it impacts a product will depend on number of factors including the specific product being sold (including quantity and cost), the product’s target market (customer needs) and the product’s brand strength. Its matter on the brand positioning where the product is sold

Its take long time and hard working for establishing the brand image. The brand is that makes product different from other product. The basis of brand function lies in the relationship that develops between a consumer and the company selling the products or services under the brand name. A consumer who prefers a particular brand basically agrees to select that brand over others based primarily on his or her perception of the brand and its value. Depending upon the brand the buyer may even pay a higher price for the company's goods or services because of his commitment, or passive agreement, to buy the brand. The channel that they used must be consistent with reputation of the company. The producer cannot use any types of channel for selling and distributing the product. They have to analyze which channel is suitable for marketing. .most of the companies today have adopted the integrating multichannel marketing. They can use more than one channel. Higher the marketing channel higher the coverage of the market. More customer will buy the product through different channel and it will increase the awareness in the mind of the consumer that will increase the brand loyal. The higher the channel the price will be low and that will surf all the types of the consumer. Companies need to think through their channel architecture. They must determine which channel should be use which is more consistent with the brand image.

The channel image of a Toyota automobile dealership is an indispensable element of the Toyota value delivery network. Toyota Motor, among the world's largest automotive manufacturers by auto sales designs and manufactures a diverse product line-up that ranges from subcompacts to luxury and sports vehicles to SUVs, trucks, minivans, and buses .The manufacturer will want to selectively chose channel partners and ensure they can meet benchmark service levels to sustain brand image. The channel that they used directly affect the brand image. The brand of the Toyota Company is all around the world and they do research for selecting the channel. If a Toyota company establish their retailer everywhere and dealership’s facilities are unkempt and the sales staff is rude and inattentive, this will generate unfavorable image not only on the dealership, but on the Toyota brand. It will defiantly hamper the sale of the Toyota Company. The Toyota Company choose their marketing channel and distributer that perform in regular consistent maintaining the brand image of the company. The channel image must be consistent on brand equity

Some marketers feel that the image of the particular channel in which they sell their products does not matter—all that matters is that the right customers shop there and the product is displayed in the right way. The producer may use different channel for distributing the product. The main concern is selling the product and to increase the market segment. There are many consumers that have different perception about the product. They would rather shop, and there are indeed many consumers who spend several hours per week in shopping centers searching for what they want. Among these customers there are different kinds of consumers, and each of these has different characteristics. Some look for stuff that is cheaper and reliable without concerning about the brand. They just want to purchase the product that satisfies their need, they doesn’t care about the channel and shop where they buy. Finally it’s a product which make impact on the customer not their brand image. It is important to understand what interests a consumer most, and based on these interests, manufacturers need to work to develop their brands. If the consumer interest is the product with suitable prize then producer have to advertise their product in that way. They have to distribute all around by using any channel that increase the market share. The brand which is become famous and becomes use to with customer daily life, the channel image of that product doesn’t make impact on the customer mind about brand image. The product should be display in proper manner such that consumer will see and purchase those product.

Most of the chocolate brand and inexpensive product which becomes use to in our daily life and we become more familiar with those brand, about their quality and their performance then the image of channel doesn’t impact on the brand of the product. For example Wrigley’s® chewing gum is a well-established and respected brand which can virtually be sold in any retail setting, regardless of geographic location, without great attention to product placement and display, with a largely uniform suggested retail price and experience no degradation in their brand reputation based on channels utilized. The channel image doesn’t make impact on the sale of the product and people accept those brand easily.

**Conclusion**

Channel image can be a crucial component of the value delivery network, it is important for the successful, holistic marketer to look at other factors when developing a well-rounded channel marketing strategy and making channel selection decisions. There are number of channel that can be used to distribute the product. While designing the marketing channel system the marketer should analyze the objective of the channel and needs of the customer. The producer must evaluate the available channel to satisfy the customer need. the channel image makes an impact on the brand of the company so Successful channel marketing in part involves the manufacturer educating channel members about their products and services and creating a value delivery network by establishing deep channel marketing relationships that encourages and motivates the intermediaries to continue to sell the product or service. In order hand depending upon the nature of the product, they can use any type of channel to distribute the product. In this case the channel image does make impact on the brand of the company. The seller or shopkeeper have to place the product in that place such that a people can see. And due to the brand image on customer mind from past experience, they will know the quality and price of the product. So they become ready to buy from anywhere.

**References**

(2013, 7 2). Retrieved from www.scribd.com: http://www.scribd.com/doc/35713704/Kotler15-Media

(2013, 7 3). Retrieved from www.managementstudyguide.com: http://www.managementstudyguide.com/brand-image.htm

Haden, J. A. (2013, 7 1). Retrieved from hadenventures.blogspot.com: http://hadenventures.blogspot.com/2011/02/some-marketers-feel-that-image-of.html

Kotler, P., & Keller, L. K. (13th edi). Designing and managing integrated marketing channels. In
_Marketing Management_ (pp. 410-419). prentice Hall.

Roberts, G. (2013, 6 30). Retrieved from www.fleetnews.co.u: http://www.fleetnews.co.uk/fleet-management/in-the-spotlight-toyota-and-lexus-fleet-services/41803/

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