Burst-of-Energy is a too product positioned in the extreme sports market as a performance enhancer. A distributor

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Burst-of-Energy is a too product positioned in the extreme sports market as a performance enhancer. A distributor of the product has seen an upward shift in the demand for the product (depicted in the figure at the right). The manufacturer has done nothing to generate this demand, but there have been a couple of reports that two popular celebrities were photographed with the product. Could something like this happen? Based on the figure, how Mould you characterize the demand for the product? Is it elastic or inelastic? Would you call this an example of fluctuating demand? Support your answers.
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Principles of Marketing

ISBN: 978-0132390026

12th edition

Authors: Philip Kotler, Gary Armstrong

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