Joanne is a marketing manager at Calin Corp., a ready-to-eat food products manufacturer. During her interaction with the firm's regular customers, she came to know that they like Calin Corp.'s single serving size meals. When she probed why they liked the single serving size packs, they replied the packs come in separate boiling bags. They are of ideal quantity leaving no room for waste. In this case, Joanne is involved in:
A. value segmentation
B. value laddering
C. analyzing customers' demographics
D. altering customers' locus of control
E. encouraging a value conflict
Answer: B. value laddering
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