Discussion Questions
1-19. Do you own a smartphone? If so, which brand did you buy,
and why?
1-20. In 2013, Apple introduced the iPhone 5c to attract
consumers who were not willing or able to pay a premium
for an Apple device. The price was about $100 less than the
top-of-the-line 5s. Was this the right pricing decision?
1-21. Do you think Apple can continue to grow by developing
breakthrough products that create new markets, as it did
with the iPod, iPhone, and iPad?
1-24. Discuss the differences between the global marketing strategies of Harley-Davidson
and Toyota.
1-25. UK-based Burberry is a luxury fashion brand that appeals to both genders and to
all ages. To improve Burberry’s competitiveness in the luxury goods market, CEO
Christopher Bailey recently updated the marketing program put in place by his predecessor.
The strategy addresses key markets that Burberry will participate in, as well
as the integration and coordination of marketing activities. Research recent articles
about Burberry and discuss Burberry’s GMS.