Purchasing and Supply Chain Management
6th Edition
ISBN: 9781305809789
Author: MONCZKA
Publisher: Cengage
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Question
Chapter 6, Problem 8DQ
Summary Introduction
To explain: The importance of developing a document for category strategy and sharing it with others and the consequences of not doing so.
Category strategy development:
A category is a specific clan of products or services that are utilized in delivering the appropriate value to the customer. A strategy is developed to deliver the category products or services in the
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Chapter 6 Solutions
Purchasing and Supply Chain Management
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- Give examples of how the concept of reference group can be applied in practice, explaining how you were personally influenced by the reference group consisting of a product. What are the consequences for marketing managers of such behavior?arrow_forwardDescribe a purchase that a consumer might make thatwould reflect his or her status within a particular group.If that person’s status increased, how might the purchaseselection change?arrow_forwardIs it deceptive to withhold important negative information about one's brand? Does marketer have a duty to provide such potentially damaging information?arrow_forward
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