Marketing Strategy
Price Response
In NewShoes you will make marketing decisions for each region
in which you are selling your shoes. When setting price, you need
to consider both the unit cost of your product and expectations of
consumers in the market. You can use break-even analysis to project
how many units you need to sell at a given price to cover costs.
Knowing how consumers respond to price will require doing some
market research. A good place to start is to get an overall
understanding of your market. You will find brief descriptions of
the Home, Domestic, and Foreign markets in the case. While this
does not tell us the exact price consumers expect to pay, there do
appear to be some differences worth noting. You will explore these
differences in questions 1, 2, and 3.
Understanding general tendencies is helpful, but you need to
get a clearer picture of each market’s response to price. One way
to do that is to try out different prices in test markets to
establish the relationship between price and demand for our
product. If that is not an option, you may be able to use
historical data to predict what demand will be at a particular
price. For questions 4 and 5, you will use the following sample
data, which shows 5 periods of prices and unit sales.
Period
1
2
3
4
5
Price
$90.00
$110.00
$70.00
$80.00
$80.00
Units Sold
100,000
70,000
110,000
120,000
130,000
1. Regarding the price of athletic shoes, how would you
describe consumers in the Home market?
2. In the Domestic market, what is probably the best price for
buyers?
3. What is the attitude of customers in the Foreign market
toward price?
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Student or Team Name:
4. Plot the data from the table on the graph below, and draw a
curve that estimates the consumer response to price. How many units
would you expect to sell if you set the price at $85?
5. What factors besides price might account for the
differences in sales for each period?