B) for those with advanced high-tech skills
C) in a complex and difficult-to-manage method
D) in an interactive rather than passive setting
According to the U.S. Small Business Administration, a common delineation of a small
business is one that employs fewer than ________ people.
A) 50
B) 100
C) 250
D) 500
Warren Cassell, owner of Just Books, a very small book store, makes special orders for
customers at no extra charge, provides free gift-wrapping, conducts out-of-print book
searches, offers autographed copies of books, hosts “Meet the Author” breakfasts, and
publishes a newsletter for book lovers. By offering his customers lots of “extras” they
do not get at larger bookstores, Cassell has won a growing base of loyal customers.
Cassell is relying on which marketing strategy?
A) Demographic marketing
B) Transaction selling
C) Individualized marketing