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Third, the argument assumes that other methods will not work better. Coupons may not work well because they might not reach the vast number of gourmet coffee consumers. Additionally, if marketing were more cost effective in terms of gaining a customer per dollar spent, then these sales promotions would not be the best way to attract more customers. Furthermore, handing out samples may not be feasible in suburban areas where large numbers of customers reside.
In conclusion , Excelsior’s strategy to increase its customers relies on questionable assumptions . While these strategies might have worked well in the past, there needs to be evidence that they will continue to do work in the future. Excelsior needs to consider such factors such as demographic shifts, cultural shifts, and alternatives to devise the best plan to gain more customers.