price, low-status operations. Over time, the retailers' success leads them to upgrade their facilities and offer more services; consequently, their costs increase, forcing them to increase their prices. Eventually, these retailers become prey to the new retailers entering the marketplace.
b. Choose among major media types: television, newspapers, magazines, direct mail, radio, outdoor, and Internet. c. Select specific media vehicles, such as choosing TV shows that the target would watch so he or she will see the commercial. d. Decide on media timing. Determine how to schedule the advertising over the course of a year. . 35.The firm needs to consider several issues: Why did the competitor change the price? Is the price change temporary or permanent? What will happen to the company's market share and profits if it does not respond? Are other competitors going to respond? Besides these issues, 38.An exclusive dealing contract may be illegal if one party has not voluntarily agreed to the contract, or if the arrangement substantially lessens competition or tends to create a monopoly.
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