The following quote is from Paul Casi, president of Glenmore distilleries: “Selling cordials is a lot different from selling liquor. Cordials are like the perfume of our industry. You’re really talking high fashion and you’re talking generally to a different audience—I don’t mean male versus female—I’m talking about lifestyle.”

a. In what ways do you think the lifestyle of cordial drinkers would differ from that of those who drink liquor but not cordials?

b. How would you determine the nature of any such differences?

c. Of what use would knowledge of such lifestyle differences be to a marketing manager introducing a new cordial?