RYAN'S RUNNERS MINI CASE: Ryan Wants to Open a Store

question 57

Multiple Choice

RYAN'S RUNNERS MINI CASE: Ryan wants to open a store that caters to athletes, but, due to space and budgetary constraints, he recognizes that he will not be able to offer the same variety and selection of products as does the local athletic mega-store, so he has decided to focus specifically on runners. He stocks shoes and related gear for runners, and maintains a staff that is knowledgeable and enthusiastic about running. Ryan's advertising campaign emphasizes his store's high standard of customer service and selection of products specifically tailored to meet the needs of the runner.
-In the RYAN'S RUNNERS MINI CASE, which of the four elements of the marketing mix does Ryan use to differentiate his store in the marketplace?

• A) place
• B) positioning
• C) promotion
• D) price
• E) product/service

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Definitions:

Backlash

A strong and negative reaction against a social or political change, often aimed at reasserting traditional norms and values.

Concept

An abstract idea or a mental symbol that represents a thing, category, or quality, forming the basis of human knowledge and understanding.

Internalize

The process by which individuals absorb and integrate the values, norms, and beliefs of their society into their own consciousness.

Devaluation

The process of reducing or underestimating the worth or importance of something or someone.