CONNECT FOR MARKETING 180DAY
6th Edition
ISBN: 9781260537307
Author: Grewal
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Question
Chapter 16, Problem 8MA
Summary Introduction
To discuss: The type of vertical marketing system used in the following cases.
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Please read the following case and answer all the questions.
For more than 35 years, PI-O’s has been one of the nation’s go-to venues for children’s birthday parties and rainy afternoon outings. Operating under the slogan “Where a kid can be a kid,” there are more than 575 PI-O’s locations in 47 states in the USA and 10 foreign countries. Their goal is to provide a fun and safe environment for children aged under 12 years to play and families to create memories, but in 2015, PI-O has made improvements not for the children, but for the parents. “Your average kid who comes to PI-O wants to come 11 times a year; they come three times a year. The difference between that and the 11 times a year they want to come is the mom and dad veto,” said Tom Leverton, CEO of LEL Entertainment, Inc. “What we’ve been doing over the past couple of years especially is trying to address the mom and dad needs.” To that end, PI-O has expanded their menu to include items geared to more advanced culinary…
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