Sunoco Is Readying a Chain-Wide Set of Marketing Initiatives Designed

question 31

Multiple Choice

Sunoco is readying a chain-wide set of marketing initiatives designed to improve its image with women drivers and win more return business to its service station outlets throughout Ontario.It refurbished all of its restrooms and tried to hire friendly personalities and real customer service skills instead of "just who was available".It hired an outside research organization to send people to Sunoco service stations twice monthly to grade staff on their customer interaction skills.What research method did Sunoco use to make sure that each station was implementing the new service strategy?

• A) Market-oriented ethnography
• B) Trailer calls
• C) Mystery shoppers
• D) Requirements research
• E) Customer panels

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Definitions:

U-shaped Curve

A graphical representation showing a relationship where initial decreases are followed by increases, resulting in a curve shaped like the letter "U."

Long-run

A period in which all factors of production and costs are variable, allowing firms to adjust all input levels and technology to find the most efficient scale of operations.

Excise Tax

A specific tax levied on the sale of particular goods or services, such as alcohol and tobacco, usually aimed at discouraging consumption or raising revenue.