Compare the marketing mix and customs of an innovation-oriented firm and a market share-driven firm. What suggestions could you make to a share-driven firm that also wants to be known as an innovator in the market?
Under what general conditions would you want to use a price-skimming strategy? Under what conditions would you switch from a price-skimming strategy to a penetration pricing strategy? What elements of the marketing mix (other than price) would be involved when switching from a skimming strategy to a penetration strategy?