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Question
Just Candles, a supply house for scented and unscented tapers and other ceremonial candles to houses of worship, restaurants, and other establishments, has experienced a downturn in business in the last two years. Upon investigation, the owner of Just Candles learns that the same candles that they sell are available from online retailers for at least 10% less. The firm will not be able to survive if customers continue purchasing from competing e-retailers. Just Candles maintains a storefront for selling candles but does not provide other services or products.Which of the following would most likely enable Just Candles to recapture their previous customers and gain new customers?
A) Just Candles could lower their prices on less popular candles to create "loss leaders" that would induce new customers to purchase regularly-priced candles from them.
B) Just Candles could shut down their retail location to cut overhead and move their business to the Internet, where they could charge lower prices and compete with other online candle retailers.
C) Just Candles could send out a mailing to all their customers reminding them that they carry a full line of candles.
D) Just Candles could move their store to a more visible and expensive location in the mall.
E) Just Candles could announce a "candle of the month" program to discount candles that traditionally haven't sold as well as their other candles.
Answer
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