Question

"Yankee Candle Company offers customers candles that burn for 50-60 hours, much longer than most department store candle brands. Therefore, customers are willing to pay a higher price for these candles. Which of the following strategies is Yankee Candle Company following?

a. Cost leadership
b. Rapid growth
c. Market segmentation
d. Differentiation
e. Stuck in the middle

Answer 1

D) Differentiation

Step-by-step explanation:

The two main marketing strategies are cost leadership (selling your product or service at the lowest cost) and product differentiation. Product differentiation strategy refers to offering different or unique products, which are not similar to those offered by the competition.

In this case, the candles burn for much loner than the competition.