Marketing: An Introduction (13th Edition)
13th Edition
ISBN: 9780134149530
Author: Gary Armstrong, Philip Kotler
Publisher: PEARSON
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Question
Chapter 1, Problem 2CLC
Summary Introduction
To discuss: The strategy used by the company to manage a true friend’s relationship.
Introduction:
The company classifies its customers according to their potential profitability. They are as follows:
- Butterflies
- True friends
- Strangers
- Barnacles
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What do you need to do to persuade the present CEO of the company to implement your ideas?
You work in a small coffee shop. The shop sells primarily three items: brewed coffee drinks, whole bean/ground coffee, and pastries. The shop owner has asked you to gather data on sales of the product mix. There has been discussion of whether the pastries are profitable and should they be discontinued. To complicate the matter your friend would like to sell pastries to the coffee shop and you would like the friendship to blossom into a closer relationship.
After collecting the information, you learn that while the pastries are indeed not profitable, but they contribute to covering the overhead costs. And the customer draw potential of the pastries has not been tested.
What do you recommend to the owner?
How do personal relationships provide an important business advantage?
Chapter 1 Solutions
Marketing: An Introduction (13th Edition)
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