“We were aggressively marketing a one-third-pound hamburger for the same price…but despite our best efforts, including first-rate TV and radio promotional spots, they just weren’t selling,” Mr Taubman noted in his memoir, Threshold Resistance.
“Why should we pay the same amount for a third of a pound of meat as we do for a quarter-pound of meat?” focus-group members asked.
“Sometimes the messages we send to our customers through marketing and sales information are not as clear and compelling as we think they are,” he wrote.
31st May 2024
8th May 2024
4th May 2024
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