Marketing: An Introduction (13th Edition)
13th Edition
ISBN: 9780134149530
Author: Gary Armstrong, Philip Kotler
Publisher: PEARSON
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Chapter 5, Problem 5.15VC
Summary Introduction
Case summary:
Company I is the world famous huge sports entertainment media company. In the past few years, the company was professional in tennis and golf marketing. At present, the company handles sales and marketing activities in seventy to eighty colleges for their college sports marketing. The company takes care of everything within the college sports customers who are short of playing the games either in the field or in the court.
Though Person X thought that the college sports has equal fans, Company I finds that it was not true. The fans has different tastes regarding sports and it is mainly based on the institutional, geographic, and generational factors. Company I broadly comes to know about the process that the company undergoes to attend or view a sport event that connects with the customer in every stage.
Characters involved in the case:
- Company I
- Person X
Introduction:
A product can be defined as a thing that could be provided in the market for acquisition, attention, consumption, or for utilization, which may satisfy a need or a want.
To determine: The product that the college athletics department sells
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Question
Assuming you are the marketing manager for a consumer product company that manufactures casual shoes and who are experiencing a reduction in sales volume. The company has traditionally been selling its products through customary marketing channels, using advertising media such as television and printed media.
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Chapter 5 Solutions
Marketing: An Introduction (13th Edition)
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