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Assignment:
Sometimes the more expensive product wins since higher customer willingness to pay more than offsets the higher price. For example, Starbucks' market share exceeds that of nearly every rival, despite higher prices. Choose and describe two products that compete in the same market where the more expensive product has a higher market share. What features of the more expensive product result in the higher willingness to pay?
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On-ground retailing has experienced significant difficulties of late with many closing their doors.
Julia wants her firm's gourmet snacks to be the leading brand in the U.S. market. When adopting a market share pricing strategy, she knows from studying other consumer brands that:
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Imagine your company (or the business where you'd like to work) has asked you to make recommendations to identify the typical customer and deliver a positive.
Develop a discussion guide/script or exercises that will elicit the information needed to address your informational goal. Questions should be open-ended to encourage dialogue among the focus group participants.
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