The chapter opener discusses the problems JC Penney encountered when it tried to cut back on the
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The chapter opener discusses the problems JC Penney encountered when it tried to cut back on the use of promotions and move to a “fair and Square” pricing and promotion model. Why do you think JCP customers reacted so negatively to the promotion? Do you think JCP should have given the new strategy more time to take effect before abandoning it?
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The problem JC Penney encountered when it tried to abandon the use of coupons and other types of promotional discounts was more than likely a result of doing so too quickly rather than slowly weaning ...View the full answer
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Related Book For 
Advertising and Promotion An Integrated Marketing Communications Perspective
ISBN: 978-0078028977
10th Edition
Authors: George Belch, Michael Belch
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