BUS4098 Week 4

Marketing Decisions

Similar to production, there is a need to coordinate among the marketing strategies you have developed in each

market. If you are following a one-world strategy, then this is relatively easy. Only price variations are needed

based on the market to which you are selling. But as you go for high-price-oriented customers, you need to start

tailoring your shoes to each region's demands.

There are a couple of choices for pursuing a differentiation strategy across markets. Your team has probably

already learned the ways the trait preferences of customers are different in each market, in terms of the

percentage of customers who prefer particular combinations. This means that there are customers in each

market who are attracted to similar trait combinations.

But, the number of customers who want a particular trait combination may vary dramatically across markets. In

the Asia-Paci�c region, a combination may attract a high percentage of the customers; in North America, the same trait mix may attract only a small percentage of the market. Therefore, one way of approaching different

branded markets is to have one type of differentiation approach and sell to each market based on what each

market will take.

Another approach is to try changing the differentiation mix for each market's preferences. This requires a good

understanding of what customers in different markets want in their high-priced shoes. This strategy is more

dif�cult, but it produces the greatest rewards.

Additional Materials

Marketing Decisions 

(media/week4/SUO_BUS4098%20Supplemental%20PDF%20for%20W4%20L3%20Marketing%20Decisions.pdf?

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Financial Decisions  (media/week4/SUO_BUS4098%20Supplemental%20PDF%20for%20W4%20L3%20Financial%20Decisions.pdf?

_&d2lSessionVal=oHcQ4FvyVZoZo40gNw53FC5OR&ou=91506)

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