What are the strengths and limitations in moving the Marriott brand vertically upward and downward in terms of price and quality?
Answer to relevant QuestionsDiscuss the advantages and limitations of following a branding strategy of using brand names for specific products. How does improving product quality lower the cost of producing a product? In the late 1990s several airlines started selling tickets using the Internet. Discuss the implications of this method of distribution for travel agencies. 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. Study the information available from Starbucks’ website (www.Starbucks.com). Discuss how the website enhances the firm’s ability to obtain premium prices.
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