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Coffee Cups, a national coffee shop franchise, uses a plural form strategy. The franchisor wants to ...

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Coffee Cups, a national coffee shop franchise, uses a plural form strategy. The franchisor wants to ...

Coffee Cups, a national coffee shop franchise, uses a plural form strategy. The franchisor wants to create functional rivalry between the two forms by monitoring company outlets closely. Which of the following would most likely enable Coffee Cups to achieve this goal?
A) general reports that cover most aspects of Coffee Cup outlet operations
B) annual, announced field audits of the top performing Coffee Cup outlets
C) team-building exercises to build trust between Coffee Cup managers
D) performance evaluations of Coffee Cup managers and employees
E) mystery shoppers who pose as customers in Coffee Cup outlets

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Marketing Channel Strategy

Edition: 8^th

Authors: Palmatier, Stern, El-Ansary, Anderson

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