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Unformatted text preview: Still, orders have not ebbed with the economic downturn. In fact, Vanilla could ramp up production significantly and still sell everything it makes. However, White claims that would compromise the special nature of what customers consider to be works of art. Vanilla bikes are so special that when Portland bike couriers describe something as cool, they routinely say, “That’s sooo Vanilla.” 1. Based on the segmentation variables discussed in the chapter, construct a profile for Vanilla Bicycle’s probably target market. 2. Given that most luxury products suffer in an economic downturn, why has Vanilla still succeeded?...
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This note was uploaded on 01/18/2012 for the course JOMC 475 taught by Professor Heidihennink-kaminski during the Spring '11 term at UNC.
- Spring '11