EBK PRINCIPLES OF MARKETING
17th Edition
ISBN: 9780134461427
Author: Armstrong
Publisher: YUZU
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Chapter 13, Problem 13.15VC
Summary Introduction
Case summary:
Company KM, which was once a leader in providing discounts, took a backseat to Company W long ago. However, recently, Company KM took efforts to provide value to consumers by innovation shows. To gain competition in the market, Company KM started a program which combines both advantages of online and store shopping.
Suppose the product needed by the customer is not available in one store; Company KM would ship the product for free. Company KM revealed an advertisement campaign that showed an uncharacteristic significance to younger consumers. The ad “Ship their pants” became viral. Therefore, Company KM got the message out in spades.
Characters in the case:
- Company KM
- Company W
Introduction:
A marketing mix generally refers to the 4P’s, namely price, product, place, and promotion. Based on the industry, the marketing strategies and marketing managers might vary the approaches of the 4 P’s.
To discuss: About the retail market mix and in what manner it differs from other retailers in the free shipping program.
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About this Assignment
For a marketing professional, waiting until a major competitor enters your marketplace before reacting usually means that you will
lose significant sales and profits as you scramble to counter the "invasion." It is best to be prepared by analyzing relative strengths
and weaknesses, not just from your viewpoint but also from the point of view of major potential competitors.
This assignment is designed to have you take an objective look at both sides of a marketing battle so that you can create solid,
actionable defensive strategies. Your output will consist of two detailed and comprehensive SWOT analyses, as well as a strategy
summary. The full assignment should total 1,000 words.
Prompt
"Big City" is a U.S. metropolis of some 1.8 million people with all of the characteristics one would expect of an urban/suburban
center. One such characteristic is a plentiful supply of the usual fast food franchises, including McDonald's, Burger King, Jack-in-the-
Box, Domino's,…
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The current product range includes the following thoughtfully curated five-item line, designed to highlight the unique benefits of South Africa’s Indigenous herbs while addressing a variety of skincare needs.
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Enhances skin radiance, reduces fine lines, and protects against environmental damage. The lightweight formula absorbs quickly, leaving the skin smooth and hydrated.
Consumers seeking an everyday serum to combat dullness and early signs of aging.
Aloe Ferox Deep Hydration Cream
Aloe ferox gel, Shea butter,…
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