All of the following questions are relevant to Zappos’ decision to mov

QUESTION

All of the following questions are relevant to Zappos’ decision to move toward a mass marketing campaign EXCEPT which one?

A) Will Zappos be able to convince customers who have no history with Zappos that Zappos will provide excellent customer service?
B) Are the potential customers who view Zappos’ advertisements in magazines and newspapers similar to the customers that Zappos currently serves?
C) Would Zappos become more profitable if it expanded its product offerings to include a broader range of fashion goods?
D) Will larger competitors be able to match Zappos’ performance in customer service?
E) Does Zappos have any unique capabilities in creating mass marketing campaigns?

ANSWER

Answer: C
Explanation: C) All the choices are relevant except Choice C. The answer to Choice C could help Zappos decide whether its overall mission is a good one, but it does not help Zappos decide whether mass marketing is a good way to achieve the mission it has chosen. Choice A is important because it tells us whether people who are targets of a mass marketing campaign will be convinced of Zappos’ core competency. Choice B is relevant because Zappos is more likely to do well with customers who are similar to the ones it already serves. Choice D matters because going after a mass market means competing with larger competitors, and if those competitors can match Zappos’ customer service, then Zappos would lose a major advantage. Choice E is relevant because it indicates whether the mass marketing campaign is likely to be executed well.