Question: One approach for marketers to evaluate the level of expectations among consumers is to analyze a city's standard of living. A comparison of the overall

One approach for marketers to evaluate the level of expectations among consumers is to analyze a city's standard of living. A comparison of the overall quality of life across a variety of cities can be accomplished by analyzing Mercer's "Top 50 Rankings for Quality of Living." This ranking can be accessed by using the search term "overall quality of life" at globaledge.msu.edu/ (and check the box "Resource Desk only"). In addition to the likelihood that market offerings may be more expensive in certain cities, marketers may determine which cities have higher expectations of product and service quality. What are the top five cities in the United States? What cities rank in the top five worldwide? Can the locations of these cities complicate or simplify a differentiated marketing strategy campaign?

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