Chapter 11: Video - Sriracha BA101

When asked about those people who say his Sriracha sauce is too spicy, David Tran jokingly suggests they "use less" of the product. Sriracha's use of a single marketing mix for all potential customers means that the company is using:

an undifferentiated approach.

The pending lawsuit from the City of Irwindale is part of the _________ forces in the external environment.

legal and regulatory

The trademarked rooster and package design for Huy Fong's Sriracha sauce is part of the _______ ingredient of the marketing mix.

product

Sarah and some friends were eating at a local taco restaurant last week. All of Sarah's friends put Sriracha on their tacos and raved about how great it tasted. The next time Sarah went to the grocery store, she purchased a bottle of Sriracha. Sarah's buying decision was influenced by:

social influences.