Which of the following, if true, best supports the argument that Zappos should move toward a mass marketing campaign?
A) Zappos' competitors in Web retailing tend to adopt mass marketing campaigns.
B) Zappos' customers who buy shoes are more loyal to Zappos than Zappos' customers who buy accessories.
C) Zappos' market research reveals that most customers who use the Internet routinely prefer to buy a wide range of products from just a few retailers.
D) Zappos' customer service representatives receive more training and have access to more documentation than representatives of other companies.
E) Zappos' training procedures allow it to maintain its performance in customer service even if it acquires a large number of new customers.
Answer: E
Explanation: E) Should Zappos adopt a mass marketing campaign? So far it's doing well with customer service, but maintaining that might be harder if it gets a lot of new customers. If Choice E is true, then getting new customers won't jeopardize customer service, and so Choice E supports the argument. Choice A is about what the competitors do, which doesn't tell Zappos what to do. Choice B distinguishes shoes from accessories but tells us nothing about mass marketing. Choice C weakens the argument by suggesting that most people prefer not to shop at specialty sites. Choice D explains why the customer service is so good, but that doesn't tell us whether this advantage would persist in a mass marketing world.
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