© 2009 South-Western, Cengage LearningMARKETINGMARKETING

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CHAPTER 2

Apparel and Accessories Marketing Series Event

ScenarioYou have been asked by the CEO of the tennis shirt

manufacturer to determine additional means to sell the very popular shirt without lowering the price.

You must describe how the advertisements in the United States will vary from the advertisements in Mexico.

Your marketing strategy must describe the target market, the advertising campaign, and the pricing strategy for the shirt manufacturer.

© 2009 South-Western, Cengage LearningMARKETINGMARKETING

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CHAPTER 2

Apparel and Accessories Marketing Series Event

DescriptionYou will have ten minutes to plan your marketing

strategy, ten minutes to present the strategy to the shirt company’s CEO, and five minutes to answer questions about your plan.

You will meet in the CEO’s office to present your plan.

© 2009 South-Western, Cengage LearningMARKETINGMARKETING

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CHAPTER 2

Apparel and Accessories Marketing Series Event

Performance Indicators EvaluatedDefend your marketing strategy objectively.Describe the concept of price.Explain the concept of competition.Explain the nature of international trade.Explain marketing and its importance in a global

economy.