The Manager of Your Local Starbucks Is Trying to Increase

question 174

Multiple Choice

The manager of your local Starbucks is trying to increase store traffic on Friday nights from 8 to 10 p.m. She has decided to offer live music by local musicians and to promote this change mostly through publicity and word-of-mouth. How effective will this strategy most likely be?

• A) Publicity and word-of-mouth will work only if they create a different message than the message that is created by the store's other promotional tools.
• B) Publicity and word-of-mouth will increase promotional expenses dramatically with little effect.
• C) Publicity and word-of-mouth are likely to be ineffective because they do not create as powerful an impact as advertising.
• D) Publicity and word-of-mouth are likely to have a powerful impact, but the manager will have little direct control over the message they create.

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Definitions:

Racism

A mindset of bias, differential treatment, or enmity against persons of another race, rooted in the assumption that one's race is superior.

Skin Color

The pigmentation of an individual's skin, which can vary widely among humans and is often used as a basis for social or racial classification.

Discrimination

Unfair treatment or prejudice against individuals or groups based on characteristics such as race, gender, age, or sexual orientation.

Symbolic Ethnicity

A nostalgic allegiance to the culture of the immigrant generation, or that of the old country, that is not usually incorporated into everyday behavior.