Gucci Group, a marketer of high-fashion products, achieved a company turnaround by ensuring that its brand had the same image and proper display around the world. It also lowered prices on some items, like handbags, to be more competitive. This illustrates a company working to develop a marketing mix that is both _______ and _______.
a) consistent; flexible
b) formal; flexible
c) variable; flexible
d) consistent; rigid
e) consistent; formal
Answer: a) consistent; flexible
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