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Question
Scenario 17-1If you walk into a Cracker Barrel Old Country Store, you"ll see many items once found in general stores, like porcelain signs, ceramic jugs, tin boxes, and Coca-Cola trays and plaques. Since 2004, Coca-Cola Co. has maintained a larger display of unique Coca-Cola memorabilia at the Cracker Barrel in Nashville, right next to the Opryland Hotel. Visitors will find a number of rare holiday paintings, prints, and calendars featuring the familiar Santa Claus figure and a bottle of Coke. In 1931, the company had commissioned professional illustrator Haddon Sundblom to create illustrations for its advertising. This resulted in the warm and jolly image of Santa that has endured in American culture ever since. The soft drink has been served in Cracker Barrel stores for 40 years, so this is a natural connection for both brands. In fact, for its 40th anniversary in 2009, Cracker Barrel featured Black Cherry Coke in limited-edition glasses bearing logos of both brands.
(http://www.crackerbarrel.com/about-decor.cfm?doc_id=51. Accessed January 17, 2011.)
(original press release by Jim Taylor, "Rare CocaColaHoliday Artwork on Display at Cracker Barrel Old Country Store," http://www.crackerbarrel.com/mediaroomnewsreleases, November 15, 2004.)
The marketers of Coca Cola collectibles offer their most loyal customers a program in which they are allowed to preview and purchase limited-edition items one month before the general public is informed of the sale. This assures key customers that they won't miss out on a valued collectible due to unusually high demand. This is an example of:
a. an effective use of external lists.
b. a CPO program.
c. a frequency-marketing program.
d. marcom management.
Answer
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