Marketing Management 1st Edition by Greg Marshall,Mark Johnston

Exercise 1

Review Exhibit 14.3 on price-quality positioning along with the accompanying discussion.
a. Consider the low quality/high price quadrant. Identify a brand (other than the examples in the chapter) that you believe presently resides in this quadrant. How is it able to command a high price Do you believe the pricing strategy is sustainable for that brand Why or why not
b. Consider the high quality/low price quadrant. Identify a brand (other than the examples in the chapter) that you believe presently resides in this quadrant. In your opinion, why has the brand undertaken this pricing strategy Do you believe there are risks to the brand in remaining too long in that quadrant Why or why not
Reference Exhibit 14.3: