Case Study 1: Mavi Jeans Mavi Jeans from Turkey has been successful in establishing a presence in many countries, as well as a desirable image in the eyes of its target consumers. Sales have been growing about 30 percent annually, with no decrease in pace foreseen in the near future. Quality denim, comfortably fitting styles, and monitoring the lifestyles of its target customers and trends in fashion have been the key factors which brought the brand to this point. The price is also kept low as it focuses on youth as its target customers. Therefore, the company considers the total cost and adds a reasonable profit margin to decide the price. Mavi emphasizes its Mediterranean origins, rather than referring to its country-of-origin (Turkey). When it comes to promotion, the company uses billboards, print media, broadcasting and internet to reach out to its customers. However, to stay in close touch with its internal and external stakeholders, the Public Relations department of the company issues news updates on its website, holds press conferences and organizes events to improve its corporate image. The secret of the success of the company's product is also the attractive incentives given to members of its distribution channels like wholesalers and retailers. As a result, the channel members are motivated to promote the product at their end also. QUESTION: Mavi jeans is an example of_____ a Convenience product b Shopping product c Specialty product

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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Case Study 1: Mavi Jeans Mavi Jeans from Turkey has been successful in establishing a presence in many countries, as well as a desirable image in the eyes of its target consumers. Sales have been growing about 30 percent annually, with no decrease in pace foreseen in the near future. Quality denim, comfortably fitting styles, and monitoring the lifestyles of its target customers and trends in fashion have been the key factors which brought the brand to this point. The price is also kept low as it focuses on youth as its target customers. Therefore, the company considers the total cost and adds a reasonable profit margin to decide the price. Mavi emphasizes its Mediterranean origins, rather than referring to its country-of-origin (Turkey). When it comes to promotion, the company uses billboards, print media, broadcasting and internet to reach out to its customers. However, to stay in close touch with its internal and external stakeholders, the Public Relations department of the company issues news updates on its website, holds press conferences and organizes events to improve its corporate image. The secret of the success of the company's product is also the attractive incentives given to members of its distribution channels like wholesalers and retailers. As a result, the channel members are motivated to promote the product at their end also.

QUESTION: Mavi jeans is an example of_____

	a	Convenience product
	b	Shopping product
	c	Specialty product

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