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.
- Of the various pricing objectives, which one does Under Armour appear to be persuing in its marketing of running shoes, and why?
- 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?
- 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