John Diaz Immigrated to Tallahassee from Cuba in the 1980s

question 155

Multiple Choice

John Diaz immigrated to Tallahassee from Cuba in the 1980s.He set up a coffee shop called Diaz in a small upper-middle-class neighborhood.It rapidly became popular because of the wonderful coffee it brewed.Soon Diaz was selling the finest coffees from around the world,plus coffee-making necessities such as grinders and brewers.Within ten years,Diaz was operating a lucrative mail-order business in addition to his coffee shop.
Upon entering the shop,the first thing the customer sees is a countertop crowded with all of the machinery needed for making a perfect cup of coffee.Marble-topped tables are set in cozy nooks with overstuffed chairs.Bookshelves on one wall hold books about coffee for patrons to read while they sip.The smell is intoxicating to a real coffee lover.Coffee drinkers can take home a pound when they leave.The store carries all types of coffee from $300 per pound Kopi Luwak from Sumatra to Brazilian Cerrado for $8 a pound.
-Refer to Diaz.If Diaz wanted to grow his business and granted another owner the rights to use his format and approach to doing business,he would be involved in:

• A) trading up
• B) m-commerce
• C) direct marketing
• D) product and trade name franchising
• E) business format franchising

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Definitions:

Working Memory

A cognitive system responsible for temporarily holding and manipulating information necessary for complex tasks such as learning, reasoning, and comprehension.

Larger Units

Larger units refer to comprehensive or expanded quantities, whether measuring physical items, data, or concepts, indicating a scale greater than standard or previously referred to measures.

Visual Imagery

The mental representation of visual experiences, including sights, shapes, and colors, which can be recalled or imagined without the stimulus being present.

System II Thinking

A cognitive process that is slower, more deliberative, and more logical than instinctive and quick System I thinking.