WEEK 8 CASE ASSIGNMENT

Under Armour Uses Pricing in the Race forMarket Share

Read the case on page 635-636 and answers these 3 questions and follow the case guidelines.

1. Of the various pricing objectives, which one does Under Armour appear to be persuing in its marketing of running shoes, and why?
2. When Under Armour prepares to set the price for a new shirt equipped with LED lights, how much emphasis should it place on its evaluation of competitie prices? Why?
3. Would you recommed that Under Armour use cost-based, demand-based or competition-based pricing for a new shirt equipped with LED lights?  Explain your answer. 

PLEASE SEE ATTACHED DOCUMENT. ASSIGNMENT MUST BE IN THIS FORMAT.

NAME OF BOOK IS: Marketing Author: Pride, Ferrell Publisher: South­Western Edition: Please Use Most Recent Editio