Short Case Scenario 12-1

question 255

Essay

Short Case Scenario 12-1
Bill and Farrah have been recently hired by Superior Stereo Systems, a cutting-edge manufacturer of stereo speakers. Both Bill and Farrah have been assigned to work on two product teams, the Superior V, an existing product, and the Superior VI, a brand new speaker technology. The Super V is reviewing the pricing strategy used to this point. Bill, a recent graduate with a degree in economics, is insistent that they should price the speakers to maximize profits. He explains, "It is basic economics-companies price their products to maximize products. There's no question-this is the strategy that we should take." Farrah, remembering what she learned in her marketing courses, isn't so sure that Bill is on the right track. The technical specifications of the Superior VI speakers have been worked out, but the team is struggling with pricing. Some members of the group think that the speakers should be priced higher than the Superior V, while others are arguing for a lower price.
-A piece of bad publicity has surfaced about Superior's quality.How can Superior counter this negativity?

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Definitions:

Across Media

Refers to the elements that exist or operate in different types of media platforms or across various media channels.

Strategic Gains

Benefits or advantages achieved through the implementation of strategic planning and actions in a business context.

Product Life Cycle

The sequence of stages that a product goes through from introduction, growth, maturity, to decline, which affects the marketing strategy and the marketing mix.

Major Losses

Refers to significant financial, operational, or reputational damages or setbacks experienced by an organization or individual.