Refer to the scenario below to answer the following questions.
Essentials is a rapidly growing brand of women's makeup, perfumes, and nail care products. The company has established itself as a high-end cosmetic product available at most national drug stores. In the past, almost all of the advertising for Essentials has been in women's fashion magazines.
Essentials is now launching a new line of skin care products, ranging from facial cleansers to body lotion. These products are designed to be marketed to a broader audience, so the marketing team is exploring the effectiveness of different promotional mixes.
-Essentials emailed a survey to a group of its most frequent,high-volume customers.The survey asked what makeup and skin care characteristics were most important to consumers.The Essentials marketing staff than ranked the performance of Essentials products in each of these categories.Essentials was conducting a(n)________.
A) market follower survey
B) entrepreneurial marketing strategy
C) intrepreneurial marketing strategy
D) competitive intelligence system
E) customer value analysis

Question

Quizplus · Accepted Answer

Essentials was conducting a customer value analysis by surveying its most frequent, high-volume customers to determine what makeup and skin care characteristics were most important to them, and then ranking the performance of Essentials products in each of these categories.

Refer to the Scenario Below to Answer the Following Questions