Refer to the Scenario Below to Answer the Following Question(s)

question 130

Multiple Choice

Refer to the scenario below to answer the following question(s) .
Essential-Beauty is a rapidly growing firm that manufactures women's makeup, perfumes, and nail-care products. The company has established itself as a high-end cosmetic product brand available at most national drug stores. In the past, almost all of the advertising for Essential-Beauty has been in women's fashion magazines.
The firm is now launching a new line of skin care products, ranging from facial cleansers to body lotion. These products are designed to be marketed to a broader audience, so the marketing team is exploring the effectiveness of different promotional mixes.
-Essential-Beauty e-mailed a survey to a group of its most frequent, loyal customers. The survey asked what makeup and skin care characteristics were most important to them. The company's marketing staff then ranked the performance of Essential-Beauty products in each of these categories. Essentials was conducting a(n) ________.

• A) customer lifetime value survey
• B) entrepreneurial marketing strategy
• C) intrepreneurial marketing strategy
• D) customer value proposition
• E) customer value analysis

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