Author Question: Frederick Griffith of Griffith's department stores tells his marketing director that he is tired of ... (Read 156 times)

D2AR0N · **on:** Jun 29, 2018

Frederick Griffith of Griffith's department stores tells his marketing director that he is tired of the constant price-centered advertising by the firm's agency. We have the best customer service in town, and I feel that is what we should be hanging our hats on, he states. This statement is most appropriate for use in which of the following stages of campaign development?
A) Determining the appropriations
B) Creating the platform
C) Identifying the target
D) Defining objectives
E) Developing the media plan

Question 2

Scenario 9.2

Use the following to answer the questions.

KFC opened its first franchised restaurant outside of North America in England in 1964. Now over a billion KFC chicken dinners are sold annually in more than 80 countries and territories around the world. KFC has established its own processing plants in these countries to ensure the quality of its chickens and other food items. In the U.S., the menu at KFC is usually the same in all restaurants, with only a very few additional items available in different regions. However, when KFC first franchised into Asian countries, it added many unusual local delicacies to the menu-items such as fried octopus and squid. Additionally, the franchised stores in Asian countries display cooked food in plates near windows at the front of the store. This is a tradition for many restaurants in these countries-to offer the customer passing by a preliminary view of their product.

Refer to Scenario 9.2. The practice of offering fried octopus and squid at Asian KFCs is best described as
A) a strategy of standardization.
B) a strategy of globalization.
C) a strategy of some customization.
D) competitive advantage.
E) internationalizing the franchise.