Business Strategy – End of Chapter Problem You want to open a coffee shop. After doing some market research, you believe that people equally value two things when deciding which coffee shop to go to. First, they value convenience, with lots of coffee-based drink options. Second, they value high-quality coffee with space available for studying, work, or meetings. There is already one coffee shop, Kwik Koffee, in the area where you want to open your coffee shop. Kwik Koffee has a drive-through window, very limited seating, and a large menu of different types of coffee. The accompanying spectrum depicts the difference in consumer preferences for coffee shops and the location of the existing firm in the market. Assume that consumers are equally distributed along the spectrum, so that just as many consumers prefer the convenient option to the high-quality option to anywhere in the middle. Point K represents the location of Kwik Koffee on the spectrum. Move point A to the place on the spectrum you should Move point B to the place on the spectrum you should position your coffee shop if you are only interested in capturing the largest number of customers in the coffee position your coffee shop if your only concern is that Kwik Koffee can undercut your prices when you open. market. Convenient with large menu High quality with study/work space Business Strategy- - End of Chapter Problem In Apple's iconic "Get a Mac" advertising campaign, one older actor, dressed in a poor-fitting suit and glasses, portrayed a windows PC and a younger actor, dressed in fashionable casual clothes, portrayed a Mac. a. A Mac is a search good because the average consumer spends a long time searching for a computer before making a purchase decision. it is possible to search for all the information needed to make a purchase decision. the Apple store makes it easy to search for the right computer for your needs. consumers are searching for a more user-friendly computer. b. In the Get a Mac advertising campaign, Apple is using advertising strategy.
Business Strategy – End of Chapter Problem You want to open a coffee shop. After doing some market research, you believe that people equally value two things when deciding which coffee shop to go to. First, they value convenience, with lots of coffee-based drink options. Second, they value high-quality coffee with space available for studying, work, or meetings. There is already one coffee shop, Kwik Koffee, in the area where you want to open your coffee shop. Kwik Koffee has a drive-through window, very limited seating, and a large menu of different types of coffee. The accompanying spectrum depicts the difference in consumer preferences for coffee shops and the location of the existing firm in the market. Assume that consumers are equally distributed along the spectrum, so that just as many consumers prefer the convenient option to the high-quality option to anywhere in the middle. Point K represents the location of Kwik Koffee on the spectrum. Move point A to the place on the spectrum you should Move point B to the place on the spectrum you should position your coffee shop if you are only interested in capturing the largest number of customers in the coffee position your coffee shop if your only concern is that Kwik Koffee can undercut your prices when you open. market. Convenient with large menu High quality with study/work space Business Strategy- - End of Chapter Problem In Apple's iconic "Get a Mac" advertising campaign, one older actor, dressed in a poor-fitting suit and glasses, portrayed a windows PC and a younger actor, dressed in fashionable casual clothes, portrayed a Mac. a. A Mac is a search good because the average consumer spends a long time searching for a computer before making a purchase decision. it is possible to search for all the information needed to make a purchase decision. the Apple store makes it easy to search for the right computer for your needs. consumers are searching for a more user-friendly computer. b. In the Get a Mac advertising campaign, Apple is using advertising strategy.
Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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I need a detailed explanation.
Transcribed Image Text:Business Strategy – End of Chapter Problem
You want to open a coffee shop. After doing some market research, you believe that people equally value two things when
deciding which coffee shop to go to. First, they value convenience, with lots of coffee-based drink options. Second, they value
high-quality coffee with space available for studying, work, or meetings. There is already one coffee shop, Kwik Koffee, in the
area where you want to open your coffee shop. Kwik Koffee has a drive-through window, very limited seating, and a large menu
of different types of coffee.
The accompanying spectrum depicts the difference in consumer preferences for coffee shops and the location of the existing firm
in the market. Assume that consumers are equally distributed along the spectrum, so that just as many consumers prefer the
convenient option to the high-quality option to anywhere in the middle.
Point K represents the location of Kwik Koffee on the spectrum.
Move point A to the place on the spectrum you should
Move point B to the place on the spectrum you should
position your coffee shop if you are only interested in
capturing the largest number of customers in the coffee
position your coffee shop if your only concern is that Kwik
Koffee can undercut your prices when you open.
market.
Convenient with large menu
High quality with study/work space
Transcribed Image Text:Business Strategy-
- End of Chapter Problem
In Apple's iconic "Get a Mac" advertising campaign, one older actor, dressed in a poor-fitting suit and glasses, portrayed a
windows PC and a younger actor, dressed in fashionable casual clothes, portrayed a Mac.
a. A Mac is a search good because
the average consumer spends a long time searching for a computer before making a purchase decision.
it is possible to search for all the information needed to make a purchase decision.
the Apple store makes it easy to search for the right computer for
your needs.
consumers are searching for a more user-friendly computer.
b. In the Get a Mac advertising campaign, Apple is using
advertising strategy.
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