Givency, 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

By ensuring the same image and display globally, the company is being consistent in its marketing mix. However, by lowering prices to be more competitive, it is also being flexible. Therefore, the best choice is A, consistent and flexible.

Givency, a Marketer of High-Fashion Products, Achieved a Company Turnaround