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Max Goldberg

Max Goldberg & Associates

Starbucks Takes Coffee to a Whole New, Expensive Level

November 30, 2012

Starbucks, the company that convinced consumers to pay more for coffee drinks than they had ever done before, is appealing to the small luxury mindset along with the allure of limited supply to get consumers to pay $7 for a 16-ounce cup of coffee. What do you think of Starbucks' marketing of Costa Rica Finca Palmilera coffee?      [more...]


Good for Starbucks. Why not offer one of the world's rarest coffees at a price that reflects its limited availability? It gives their customers in a handful of stores the opportunity to sample this coffee, while generating millions of dollars in publicity around the world and reinforcing its brand image.

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