Question

Warren Cassell, owner of Just Books, a very small book store, makes special orders for customers at no extra charge, provides free gift-wrapping, conducts out-of-print book searches, offers autographed copies of books, hosts "Meet the Author" breakfasts, and publishes a newsletter for book lovers. By offering his customers lots of "extras" they do not get at larger bookstores, Cassell has won a growing base of loyal customers. Cassell is relying on which marketing strategy

Answer 1

Guerrilla marketing strategy

Step-by-step explanation:

When a company uses guerrilla marketing strategies they are looking for unconventional ways to provide their customers with an extraordinary experience. Usually small companies are able to use this type of strategies because it involves unconventional tactics and surprise factors, which are very difficult to carry on by larger firms.

For example, a local coffee shop where the owner knows the clients by name, asks about their families and has developed a friendly relationship with them. The products are not standardized and vary every couple of days, new recipes are continuously introduced and the clients view the store as part of their lives. Those "extras" that come with the service make the difference and create a very loyal customer base.

You wouldn't find that at a Starbucks since employees come and go, and the client volume is so large that it makes personal interactions extremely difficult, and the products are standardized.

Answer 2

Cassell is relying on Guerrilla Marketing strategy in this case.

Step-by-step explanation:

Guerrilla Marketing:

It is a such type of marketing strategy in which we use non-traditional ways to accomplish our marketing goals. This unconventional way of marketing is directed towards developing an emotional between a business/organization and its customer.

Example:

The common example of guerrilla marketing is as follow:

A company named "XYZ" sells soft drink and they start a campaign in a public space in which they offer free drinks to the public. The people taste their soft drink for free and tell others about it.

In our case, Warren Cassell use this strategy of marketing by offering them free gift-wrapping, free autographed copies of books etc so that the customer develop a very strong emotional bond with the book store. As a result, they will tell other people about her generosity and will help her to expand her business.