A dry cleaner charges a 10 percent premium over traditional market rates on the basis of its high traffic and convenient location near a major train station, its same-day service, and its providing simple tailoring services for free (such as replacing missing or cracked buttons on shirts) on all cleaning services. The firm's total marketing program is well integrated.

Question

Quizplus · Accepted Answer

The dry cleaner's strategy of charging a premium for added value services (convenience, same-day service, free simple tailoring) and its integration into a total marketing program exemplifies a well-integrated marketing strategy focused on providing additional value to justify higher prices.

A Dry Cleaner Charges a 10 Percent Premium Over Traditional