What are the advantages of competitor-based pricing

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Reference no: EM133201583 , Length: 5 pages.

Assignment: Marketing Worksheet

Question I

McDonald's is interested in your opinion of how it would stack up on a perceptual map against Burger King, Wendy's, Taco Bell, and Chick-fil-A on the attributes of convenience and product quality. Create the map by putting convenience as the vertical axis (high at the top and low at the bottom) and product quality as the horizontal axis (low on the left and high on the right). Then indicate your perceptions of the five brands on these attributes by placing a dot for each in the spot that indicates your view (see Exhibit 7.13 for examples).

1. What does the result reveal about McDonald's current positioning on these attributes, based strictly from your perception?

2. If possible, compare notes with others in your class. Do you find consistency?

3. In general, what opportunities for repositioning do you see for any of the brands to take advantage of current perceptions revealed on the perceptual map? What would they have to do to accomplish this repositioning?

Question II

One of the most difficult characteristics of a product to define is style. You are the marketing manager for Cadillac; define the product style for an Escalade. Compare and contrast that with product style for Chevrolet Tahoe (another large SUV built on the same platform as the Escalade).

Question III

Why might penetration pricing potentially negatively impact brand image and product positioning in the long run? Given this risk, why would a marketing manager use penetration pricing? Identify a brand (other than the examples in the chapter) that you believe is engaged in penetration pricing

Question IV

Pricing against competitors is common. Yet the approach carries some significant problems.

1. What are the advantages of competitor-based pricing?

2. What are the risks of using competitor-based pricing exclusive of other approaches?

3. Identify a few industries in which taking competitor-based pricing into account might be especially beneficial when developing an overall pricing strategy. What caused you to select the industries you did?

Question V

Consider the issue of disintermediation in electronic channels.

1. Do you believe that all channels will disintermediate down to simple direct channels over time? Why or why not?

2. Does your opinion change if the question is asked only about B2C channels? Only for B2B channels? Why?

Reference no: EM133201583

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