Orkin Pest Control Service knows homeowners skimp on maintenance such as pest control during recessions. It also knows that the more consumers know about bugs, the more likely they are to buy the company's services
So Orkin teamed with the Smithsonian Institution on the Insect Safari, a traveling exhibit designed to teach people about the critters. The Safari truck visited 108 cities during one year, leaving a wake of creeped-out insectophobes reaching for the phone numbers of the local Orkin franchise. Business increased in each city the Safari truck visited. Decisions on which cities to visit and what kinds of promotion to use in each city visited are both examples of ________ plans.
A) functional
B) portfolio
C) operational
D) strategic
E) control
C
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Those who favor localized marketing see national advertising as wasteful because ________
A) it gets too up close and personal with consumers B) it drives up manufacturing and marketing costs by reducing economies of scale C) it magnifies logistical problems D) it fails to address local needs E) it sends conflicting marketing messages
In their studies of compassionate organizations, researchers found that customization (attention unique needs of individuals) isn't relevant to help employees in need
a. True b. False