Starbucks had only to make its coffee and customers

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bucks has never given out coupons for its coffee. Starbucks had only to make its coffee and customers came. Recently consumer quality perception of the Starbucks brand has started to fall. Starbucks star- ted a consumer-response blog to learn more about what consumers expect from Starbucks. One of the most requests was for a customer rewards program. In response Starbucks has started the Starbucks card rewards which offers free refills on brewed coffee, free beverage with whole bean purchase, beverage customization and free Wi-Fi. Starbucks also put coupons in a national newspaper for those consumers who love coupons and created a new brew of coffee for those who prefer a milder coffee taste. Starbucks is hoping with these improvements will restore customers’ loyalty and confidence. NARREND 101. Refer to Starbucks. For more than thirty years Starbucks held the orientation of “If we build it, they will come.” This philosophy is most in line with a _____ orientation. a. sales b. market c. production d. societal e. product ANS: C
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A production orientation means that management asks “what do we do best?” Starbucks case made great coffee and created an atmosphere where people wanted to spend time and money. PTS: 1 REF: 4 OBJ: 01-2 TOP: AACSB Reflective Thinking | TB&E Model Strategy NAR: Starbucks Loyalty Rewards 102. Refer to Starbucks. Which of the four conditions did NOT exist in the minds of the Starbucks con- sumer, resulting in declining sales? PTS: 1 REF: 3-4 OBJ: 01-1 TOP: AACSB Reflective Thinking | TB&E Model Customer NAR: Starbucks Loyalty Rewards 103. Refer to Starbucks. The creation of a consumer-response blog is an example of _____. PTS: 1 REF: 9 OBJ: 01-3 TOP: AACSB Reflective Thinking | TB&E Model Strategy NAR: Starbucks Loyalty Rewards
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