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Parker & Pine
內容大綱
The co-founders of Parker & Pine must decide how best to launch their apparel company’s first product, the boxer brief for plus-sized men. With only a few small changes to be made to the product before a full-scale launch, the partners have two important marketing decisions to make: setting the selling price for the boxer briefs and deciding how best to market them alongside the Parker & Pine brand.
學習目標
This case is best taught as an introduction to marketing management in an introductory business course at the undergraduate university level. Students can properly analyze this case after being introduced to a marketing framework that includes product, price, placement and promotional analysis. Students will also gain exposure to Internet marketing methods and terms.