“Kellogg's” and “General Mills” are two of the dominant breakfast cereal manufactures in the world. Among other advertising campaigns, each company is trying to sign an exclusive contract with an Olympian gold-medal athlete to appear on the cover of a cereal box. The contract is expected to be worth several millions of dollars! How would you expect the pricing behavior of “Kellogg's” and “General Mills” to be? Justify your answer clearly. What do you believe the rationale behind the generous advertising budgets these companies have
“Kellogg's” and “General Mills” are two of the dominant breakfast cereal manufactures in the world. Among other advertising campaigns, each company is trying to sign an exclusive contract with an Olympian gold-medal athlete to appear on the cover of a cereal box. The contract is expected to be worth several millions of dollars! How would you expect the pricing behavior of “Kellogg's” and “General Mills” to be? Justify your answer clearly. What do you believe the rationale behind the generous advertising budgets these companies have
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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“Kellogg's” and “General Mills” are two of the dominant breakfast cereal manufactures in the
world. Among other advertising campaigns, each company is trying to sign an exclusive contract
with an Olympian gold-medal athlete to appear on the cover of a cereal box. The contract is
expected to be worth several millions of dollars!
How would you expect the pricing behavior of “Kellogg's” and “General Mills” to be? Justify
your answer clearly. What do you believe the rationale behind the generous advertising budgets
these companies have
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