Discussion:
What is an example of a marketing mix that has a high price level but you see it as having good value? Explain in detail what makes it a good value.
Provide three examples when advertising to intermediaries might be necessary? What are the objective(s) of such advertising?
Read Case Study "Bright Light Innovations: The Starlight Stove" What should be the marketing strategy of the Bright Light Innovations team for the Starlight Stove? Why? Explain the elements of the marketing strategy you propose in detail. (Note: Make sure you propose a marketing strategy and not a marketing plan.)
Why do many department stores seek a markup of about 30% when some discount houses operate on a 20% markup? Identify and explain at least three reasons.
Your response should be at least 300 words in length for each question. You are required to use at least your textbook as source material for your response. All sources used, including the textbook, must be referenced; paraphrased and quoted material must have accompanying citations.
Course Textbook
Perreault, W. D., Cannon, J. P., & McCarthy, E. J. (2010). Essentials of marketing (12th ed.). New York, NY:
McGraw-Hill/Irwin.