In the late 1990s, Radio Shack initiated co-branding strategies with Compaq computer and SPRINT. Discuss the logic of this strategy, pointing out its strengths and shortcomings.
Answer to relevant QuestionsIdentify and discuss some of the factors that should increase the trend toward collaborative relationships in vertical marketing systems. Explore the web site of British Airways (www.ba.com). Consider how the website can facilitate price discrimination. The Toyota Camry and the Lexus ES 330 are very similar but the ES 330 is priced substantially higher than the Camry. Discuss the features and limitations of this pricing strategy. Consider the online promotion activities described in the INTERNET APPLICATION. Discuss how these initiatives offer compelling advantages over traditional promotional strategies. Discuss the advantages and limitations of using awareness as an advertising objective. When may this objective be appropriate?
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