The reason Sophia chose to stay at a particular chain of bed & breakfast inns was because its web site promises free breakfast at any inn that did not offer a wake-up service. When Sophia stayed at one of the chain's inns, she was allowed to oversleep and missed an important sales call even though she had asked to be awakened at 7:00 AM. The inn manager told her that his hotel did not offer a wake-up service and apologized for her inconvenience. He did not offer her a free breakfast and Sophia swore never to stay at the inns again. The chain of inns needs to:
A. Underpromise and overdeliver more services
B. Coordinate its external communications
C. Create more functional internal marketing channels
D. Use more centralization of service definition
E. Use transformational advertising
Answer: B. Coordinate its external communication