Contemporary Marketing (MindTap Course List)
Contemporary Marketing (MindTap Course List)
17th Edition
ISBN: 9781305075368
Author: Louis E. Boone, David L. Kurtz
Publisher: Cengage Learning
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Chapter 2, Problem 7ALR
Summary Introduction

To discuss: The improvement that can be made to the retailer’s position through product, distribution, promotion and pricing.

Introduction: The marketing mix alludes to the arrangement of activities, or strategies, that an organization uses to advance its image or item in the market.

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Describe the marketing mix decisions (product, distribution, promotional, pricing) that marketers face. Choose a real-world product or service and apply the marketing mix decisions to it, explaining your choices
Effective marketing requires an understanding of the prospective buyers’ buying process (i.e., purchase decision process). Choose a recent purchase decision you made to use as an example. Distinguish the stages of the buying process and explain the key issues of each stage as they relate to your experience.
Assume that you are working in the marketing department of a major manufacturer of athletic shoes. Your firm is introducing a new product, a line of disposable sports clothing. That’s right—wear it once and toss it! You wonder if it would be better to market the line of clothing with a new brand name or use the family brand name that has already gained popularity with your existing products. Make a list of the advantages and disadvantages of each strategy. Develop your recommendation.
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