Module 5 Discussion
You want HOW much for that bag?
Why can Prada sell a handbag for
$2,000 that costs the firm a little more to manufacture than the $200
bag sold at a department store? At the other end of the pricing
spectrum, why would a consumer goods company provide a coupon that makes
their new snack product all but free? We learned in the text that there
are a number of pricing strategies firms can use to achieve their
marketing objectives. Do they want to build market share, create a
perception of exclusivity, or simply get you to try those new cookies?
Consider the product you are using for
your marketing plan. How would you price it to achieve your objectives?
Describe the pricing strategy you would use to introduce your product
to the market, and why you selected that strategy over other options. Is
your choice a long-term or short-term strategy? What advantages or
disadvantages do you foresee? Suppose that sales are not meeting your
objectives, what change might you make in your pricing?
By the way, that $2000 Prada bag may
seem like lot of money for a simple handbag, but it is not even close to
top of the pyramid. For that, check out the Tanaka designed bag sold by
Hermes for a staggering $1.9 million. Why not order two?
Module 6 Discussion
What were they thinking when they made that ad?
During the course of a day, youâ€™ll be
exposed to thousands of ads using a dizzying array of messages and image
strategies, each of which appeals to different consumers in different
ways. Are you a â€œslice of lifeâ€ buyer that prefers to see products in
the way you would use them at home? Or maybe humorous ads are more your
style; the product that makes you grin is the one youâ€™ll grab walking
down the grocery aisle. Itâ€™s a good bet that the ads that make you want
to buy a product are different than those that influence other shoppers.
Advertisers study consumer trends and behaviors to match their ads to
their target audience.
For this discussion weâ€™re going to focus
on print ads, which are generally created for magazines, newspapers, and
web pages. Find an ad (many are available online) that you think is
interesting, copy and paste it into your discussion post, and describe
the message and image strategy. Why is it effective or ineffective? What
type of consumer is the ad targeting? If you were creating an ad for
this product, what type of message and image strategy would you use and
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