Callie Crystal Owns and Operates One of the Most Successful

question 5

Multiple Choice

Callie Crystal owns and operates one of the most successful local coffee shops in Denver, called The Edgewater Café.Each time customers purchases their 100^th cup of coffee at The Edgewater Café, they receive a free pound of coffee of their choice.What is Callie attempting to create with her unique "Free Pound of Coffee" marketing program?

• A)Reducing buyer power with a loyalty program.
• B)Increasing buyer power with a loyalty program.
• C)Decreasing supplier power with a differentiated product.
• D)Creating a substitute product.

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Definitions:

Counterconditioning

A therapeutic technique aiming to change the response to a certain stimulus by associating it with a new, more desirable behavior or response.

Operant Conditioning

A learning process through which the strength of a behavior is modified by reinforcement or punishment, developed by B.F. Skinner.

B.F. Skinner

An American psychologist best known for his work in behaviorism and the development of the theory of operant conditioning.

Observable Conditions

Conditions or states that can be seen or noticed, allowing for objective measurement or assessment.