Entrepreneurial marketing differs from traditional marketing in that it is less concerned with controlling word-of-mouth referrals and requires a smaller cash investment. In 2019, Burger King hid Big Macs behind Whoppers in advertisements to purposefully highlight size differences, focusing on positioning. A German fast food restaurant called Berger would likely fail according to the SCRATCH test as it is too similar to an existing brand.

1. 1. Which of the following is not an accurate description of how entrepreneurial marketing differs
from traditional marketing?
Entrepreneurial marketing is less concerned about controlling word-of-mouth referrals than
traditional marketing.
Entrepreneurial marketing is designed to reach a larger audience than traditional marketing.
Entrepreneurial marketing requires a smaller cash investment than traditional marketing.
2. In 2019, Burger King revealedLinks to an external site. that, in every single Whopper
advertisement in the UK that year, there was a Big Mac hiding behind each Whopper in order to
purposefully highlight the relative sizes of the burgers. This marketing effort focused mostly on
which of the following of the "7P" principles of marketing?
Positioning
Place
Packaging
3. Regine is a recent immigrant to the US from Heidelberg, Germany. She is thinking about
opening a German fast food restaurant called Berger, in honor of her hometown. Berger would
most likely fail according to which aspect of the SMILE and SCRATCH Test?
Random
Spelling-challenged
Copycat