MARKETING
7th Edition
ISBN: 9781260087710
Author: Grewal
Publisher: RENT MCG
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Question
Chapter 11, Problem 9MA
Summary Introduction
To discuss: The reaction of Person X
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You are the brand manager for a firm that makes herbs, spices, andother food additives. You have had complaints from some of your retailoutlets that they are finding empty bottles of pure vanilla extract stashedaround the store. Apparently, due to the high (35 percent) alcoholcontent of pure vanilla extract, people are grabbing the cute littlebottles, having a drink, and getting rid of the evidence. Anecdotalevidence from store employees indicates that the majority of theimbibers are teenagers. The cost of placing a tamperproof cap on theextract is a relatively insignificant percentage of the purchase price butwill make it more difficult to open, particularly for older customers.Also, there has been a significant rise in sales to retailers as a result ofthe vanilla “addicts.” What should you do?
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