Marketing: An Introduction (12th Edition)
12th Edition
ISBN: 9780133451276
Author: Gary Armstrong, Philip Kotler
Publisher: PEARSON
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Chapter 7, Problem 7.11MA
Summary Introduction
Case summary:
Company S provided a limited edition medal Company S card for $450, allowing the holder of Company S’s goodies, drinks, and gold-level membership status of Company S. The company popped up on Company E with the opening bids beginning at $480 and the one that is selling for $1,000.
Few criticized Company S, saying that it is the card “for 1%”and telling it is “everything about status” and that the holders of premium card have a thing that the others doesn’t have.
Characters in given case:
Company S
Company E
To determine: The positioning of Company S as a brand.
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