Case 3 - Auna Dailey Mktg 306 Consumer Behavior Case 3 Case...

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Auna Dailey Mktg 306 Consumer Behavior Case 3 Case 4-5 Vespa Boutiques Step 1 – Review the case and identify the relevant facts Vespa was a popular motor scooter in the United States until it withdrew from the market as a result of its inability to meet federal emission standards In 2000 the Vespa motor scooter returned They used many different takes on their advertising o First tagline was “Vespa is back” o After the introductory period they launched a new tagline “Vespa, the fun and only” o In 2002, both Vespa and local dealers began to use sexy, hip advertising with the tagline “Life is better with Vespa” o In 2005, they launched yet another advertising campaign titled “Make your reality a dream” Vespa is distributed through a limited number of Vespa Boutiques These outlets only sell Vespas, Vespa merchandise, espresso, and pastries. Step 2 – Determine the root problem
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