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

question 81

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) The marketers of Coca Cola collectibles offer their most loyal customers a program in which they are allowed to preview and purchase limited-edition items one month before the general public is informed of the sale.This assures key customers that they won't miss out on a valued collectible due to unusually high demand.This is an example of:

• A)an effective use of external lists.
• B)a CPO program.
• C)a frequency-marketing program.
• D)marcom management.

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Definitions:

Imagining

The process of forming new ideas, images or concepts not present to the senses, often used as a tool for creativity and problem solving.

Innovation Process

Refers to the systematic method of creating and implementing new ideas, products, or processes within an organization to enhance its value or efficiency.

Scaling

The process of adjusting the size, capacity, or scope of an operation or system to meet changing objectives or demands.

Innovation Process

A sequence of activities that begins with idea generation and proceeds to product development, market introduction, and ongoing improvement.