Principles Of Marketing
17th Edition
ISBN: 9780134492513
Author: Kotler, Philip, Armstrong, Gary (gary M.)
Publisher: Pearson Higher Education,
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Chapter 9, Problem 9.16VC
Summary Introduction
Case summary:
Most of the women are interested in wearing high-heeled shoes mainly for their fashionable looks. However, every women is aware of the issues in wearing high heels. For example they do not feel comfortable for anything more than a light walk with short distance and for other activities they would have a second pair of shoes.
The DN Convertible heels enters to the market for this reason. The DN Convertible heels is created by a women who had faced difficulty after a hard night of dancing. The shoes are convertible to anyone of four heel sizes from low-heeled pumps to spiked-heeled stilettos.
The interchangeable heels will convert the high heels into a high-tech plan. Beyond introducing the line of shoes the DN Convertible heels is planning to license the technology to other manufacturers.
Characters in the case:
- DN Convertible heels
Introduction:
A product is a service or physical item that can be offered or made to a customer in order to satisfy their wants and needs. A company gets new products in two ways. One is acquisition and another one is developing a new product.
To determine: The stage of the product life cycle that exactly applies to DN Convertible heels and determine the way that the company must market their shoes.
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James Shoe Emporium, a retail brick and mortar shoe store caters to the higher income market in your country. However, the establishment has been experiencing falling revenue since the August 2024. The owner of the company believes that marketing and selling his shoes via the internet might be the solution. He has hired you to formulate an emarketing plan to do so.
You have decided to use the following e-marketing strategies (content marketing, email marketing, mobile marketing, online advertising and social media engagement). Why?
State how you would manage ethical and legal issues in the digital environment.
James Shoe Emporium, a retail brick and mortar shoe store caters to the higher income market in your country. However, the establishment has been experiencing falling revenue since the August 2024. The owner of the company believes that marketing and selling his shoes via the internet might be the solution. He has hired you to formulate an emarketing plan to do so.
Develop a background for James Shoe Emporium. Describe the following: location of the company – country and city/town, type of shoes sold and price, the target market.
State why the owner is considering using e-marketing. What benefits can e-marketing bring?
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