One key characteristic of IMC discussed in this chapter is the belief that marketing communications requires building a relationship between the brand and the customer. Please respond to these questions in a 1 ½ page – 2 page paper in APA format.
Identify the characteristics of the consumers you think Starbucks is targeting for customer relationships. Provide specific examples of attempts to build loyalty to these consumers.
Describe the actions encouraged by the website and relate these actions to the sustenance of a relationship with consumers. As economic pressures and competition push businesses to lower cost and prices what does Starbucks do to retain customers while trimming costs?