Principles Of Marketing
17th Edition
ISBN: 9780134492513
Author: Kotler, Philip, Armstrong, Gary (gary M.)
Publisher: Pearson Higher Education,
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Question
Chapter 13, Problem 13.11AC
Summary Introduction
Case summary:
Company L is the brand of resort themed dresses, bright colored colors. The company offers to certain women who belong to certain community are offered discount on $100 to $500 items. The target created fever on buying by introducing Company L products. The products were sold in a minute on online. The items were sold at peak and many customers were left with empty handed and the price of the items was increased high in various online medium.
Some shoppers were happy and some are not.
Characters in the case:
- Company L
To classify: Whether it is ethical for the retailers to create a promotion which are not sufficient for the buyers to purchase.
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The Lilly Pulitzer brand of brightly colored dresses and resort themed designer items is the uniform of the preppy, Palm Beach set. Indeed, only select young women belonging to certain sororities in certain communities are allowed discounts on the $100 to $500 items. But Target created a buying frenzy by debuting its Lilly for Target collection in April 2015. Target’s Pulitzer line was composed of 250 items, such as Lilly dresses at $40, which sold out within minutes of launch, crashed the store’s Web site, and created a firestorm of negative online comments from customers. The long lines outside stores caused one manager to name the event “Preppy Black Friday,” likening it to the frenzied shopping day after Thanksgiving known as Black Friday. Most shoppers went home empty-handed because others scooped up as much as they could, emptying the racks within minutes. Items then sold on eBay for much higher prices. This type of launch is not new for Target. In 2011, the retailer launched a…
The Lilly Pulitzer brand of brightly colored dresses and resort themed designer items is the uniform of the preppy, Palm Beach set. Indeed, only select young women belonging to certain sororities in certain communities are allowed discounts on the $100 to $500 items. But Target created a buying frenzy by debuting its Lilly for Target collection in April 2015. Target’s Pulitzer line was composed of 250 items, such as Lilly dresses at $40, which sold out within minutes of launch, crashed the store’s Web site, and created a firestorm of negative online comments from customers. The long lines outside stores caused one manager to name the event “Preppy Black Friday,” likening it to the frenzied shopping day after Thanksgiving known as Black Friday. Most shoppers went home empty-handed because others scooped up as much as they could, emptying the racks within minutes. Items then sold on eBay for much higher prices. This type of launch is not new for Target. In 2011, the retailer launched a…
In addition to the give-back program, Bombas socks are attractive to consumers because they
Multiple Choice
are made of entirely natural and vegan ingredients.
are among the least expensive products available.
have been engineered for superior comfort.
are conveniently sold in mass merchandise stores like Walmart and Target.
are considered the most fashion-forward in the category.
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