Directions
Read the case from the textbook Title: Marketing Authors: Roger A. Kerin; Steven W. Hartley Publisher: Mcgraw-Hill Edition: 13 ISBN-13 9781259573545 (let me know if you don’t have access to it). Also watch the video through the link…After that respond the 1 question below following directions..please no plagiarism.
The responses should reflect higher level cognitive processing (analysis, synthesis, and evaluation), which is essential for someone in any industry, as marketing decisions affect all levels and stakeholders within the organization and in the external marketplace/marketspace.
There is a minimum of 5 references that need to be utilized to support the completion of this assignment; however, it is generally understood that any good case study analysis will incorporate the appropriate quality and quantity of scholarly sources to support any suppositions and recommendations.
The submission will not exceed four (4) pages in length, excluding the title and references pages.
The document must adhere to the APA writing style.
Finally, the document should be prepared as a Microsoft Word document and uploaded to Submit Assignment.
Case Study: Carmex â Setting the Price of the Number One Lip Balm
Read the case on pages 394-396 in your text. (Additional information regarding Carmex can be found on pages 232-234 in the text).
Watch the video supplement to the case at link http://www.viddler.com/embed/64abee32 (Links to an external site.)Links to an external site..
Respond to the following case question. (please Disregard the questions in the text. only answer the one below)
The Carmex pricing structures are determined by how a firm might view itself as an integral partner in a value network. It may be thought of as an overall system of formal and informal relationship within which the firm participates to procure, transform, enhance, and ultimately supply its offering in final form within a market space. This value network is a strategic approach to cut costs and maximize process efficiencies, in the pursuit of the ultimate objective; to co-create value, a most important component of the pricing structure. Youâre a member of the corporate marketing team and youâve been given the task of recommending the pricing considerations for future product introductions. Include an analysis/evaluation of the current pricing structure (define the strategy used currently) and if you recommend this strategy be continued for future product introductions.
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