Gucci Group, a marketer of high-fashion products, achieved a company turnaround by ensuring that its brand had the same image and proper display around the world. It also lowered prices on some items, like handbags, to be more competitive. This illustrates a company working to develop a marketing mix that is both ____ and ____.
A) consistent; flexible
B) formal; flexible
C) variable; flexible
D) consistent; rigid
E) consistent; formal

Question

Quizplus · Accepted Answer

Gucci Group's efforts to ensure that its brand had a consistent image and proper display around the world shows that the company is striving for consistency in its marketing mix. However, the decision to lower prices on some items demonstrates a flexibility in its approach, allowing the company to be more competitive in the market. Therefore, the best choice is A, consistent and flexible.

Gucci Group, a Marketer of High-Fashion Products, Achieved a Company