COACHNEW YORKCoach as international brands have been practising a differentiated marketing strategy to attractdifferent market segments. Basically coach customer can be divided into two segments, thosewho shops in luxury boutique and those who shop in factory outlets. "This strategy may befavoured by lower end segment but its seems inappropriate to upper segment, discuss youropinion.

INTRODUCTION - Differentiated marketing strategy is a marketing strategy which is adopted by many…

Answered: COACH NEW YORK Coach as international…

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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• Read the handout and answer the questions in each section • As you read this, consider a recent purchase (over £100) - to what extent did the following characteristics influence your decision to buy this particular product/service brand? Characteristics Affecting Buyer Behavior 1. Cultural Factors • Culture is the set of basic values, perceptions, wants, and behaviors learned by a member of society from family and other important institutions. Culture tends to point to groups in a large geographic area. • Subcultures are groups of people within a culture with shared value systems based on common life experiences and situations.eg: political groups, sexual orientation. Other examples of sub-cultures - bikers, goths, hipsters. gamers • Social classes are society's relatively permanent and ordered divisions whose members share similar values, interests, and behaviors. Measured as a combination of occupation, income, education, wealth, and other variables. How do today's marketers…

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