The Enduring Enigma of Costco's $1.50 Hot Dog and Soda Combo

[Kurt]

This brings up the too often ignored marketing concept of intangible benefits, which can't be measured. Costco can probably measure things like the average spend of people that buy hotdogs and chickens vs those that don't. Those are tangible benefits.

What is hard to measure is the benefits of the free publicity Costco gets from these. Jeffery's OP is an example. Good will and tradition are also part of branding and are intangible. Too often we only focus on what we can measure...