When Starbucks Introduced Its Instant Coffee Brand, Via, the Company

question 230

Multiple Choice

When Starbucks introduced its instant coffee brand, Via, the company sold it in packages of three single-cup units. Starbucks' primary objective for selling Via in three-unit packages rather than single-unit packages was most likely

• A)to encourage the consumer to try the product several times.
• B)to encourage a higher consumption of all Starbucks products.
• C)to sell more because of infrequent coffee purchases.
• D)to reduce costs in the distribution and handling of the Via products.
• E)to engage in environmentally responsible behavior.

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Definitions:

PIPEDA

The Personal Information Protection and Electronic Documents Act, a Canadian law that governs how private sector organizations collect, use, and disclose personal information in the course of commercial business.

Judicial Approval

The official acceptance or endorsement of a legal process or decision by a court of law.

Video Surveillance

The use of video cameras to monitor activities in a particular area, often for security purposes.

GPS Tracking

The use of Global Positioning System technology to ascertain the precise location of a person, vehicle, or other asset to which it is attached.