Scenario 17-1 If You Walk into a Cracker Barrel Old Country Store

question 75

Multiple Choice

Scenario 17-1
If you walk into a Cracker Barrel Old Country Store, you'll see many items once found in general stores, like
porcelain signs, ceramic jugs, tin boxes, and Coca-Cola trays and plaques.Since 2004, Coca-Cola Co.has maintained a larger display of unique Coca-Cola memorabilia at the Cracker Barrel in Nashville, right next to the Opryland Hotel.Visitors will find a number of rare holiday paintings, prints, and calendars featuring the familiar Santa Claus figure and a bottle of Coke.In 1931, the company had commissioned professional illustrator Haddon Sundblom to create illustrations for its advertising.This resulted in the warm and jolly image of Santa that has endured in American culture ever since.The soft drink has been served in Cracker Barrel stores for 40 years, so this is a natural connection for both brands.In fact, for its 40th anniversary in 2009, Cracker Barrel featured Black Cherry Coke in limited-edition glasses bearing logos of both brands.
HYPERLINK http://www.crackerbarrel.com/about-decor.cfm?doc_id=51 (http://www.crackerbarrel.com/about-decor.cfm?doc_id=51.Accessed January 17, 2011.)
(original press release by Jim Taylor, "Rare Coca­Cola^® Holiday Artwork on Display at Cracker Barrel Old
Country Store^®," HYPERLINK http://www.crackerbarrel.com/mediaroom http://www.crackerbarrel.com/mediaroom­newsreleases, November 15, 2004.)
-(Scenario 17-1) Cracker Barrel stores feature a big fishbowl inviting visitors to leave a business card and announcing a monthly drawing for free memorabilia from both brands.The prizes are delivered to the home addresses of those whose cards are drawn.What are Cracker Barrel and Coca Cola attempting to do with this fishbowl activity?

• A)Develop a mailing list
• B)Promote brand loyalty
• C)Cross-selling
• D)Conduct personal selling

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