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Marketing

144 articles found in this category.

Strategic Movements September 2017

September 2017 Marketing, Pricing

Wendy’s achieved another quarter of same store sales growth.  Was it their sassy social media campaign that reminds detractors of the existence of refrigerators?  Was it their new menu items?  Or was it the fast food chain’s competitive pricing? Of the three, I think it was their social media campaign that propelled otherwise strong product and pricing strategy to outperform.

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Rules of Retailing and Changing

July 2017 Marketing, Selling

Prof. Haskett defines the “wheel of retailing” as the concept where retailers enter the market through low-price strategies to build market share. With the high market share, the retailer would shift its strategy from attracting new customers to increasing profit margins through higher pricing. In implementing the higher pricing strategy, the retailer opens spaced for a new lower price retailer to come into the market as the wheel turns.

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Who Will Survive the Retail Revolution?

June 2017 Corporate, Marketing

In The Future of Shopping, a 2011 article by Darrell Rigby—a partner in the Boston office of Bain & Company—sees retail today as part of a 50-year cycle. Rigby writes 150 years ago, the railroads promoted the growth of big cities and the rise of the department store. One hundred years ago, the automobile made possible the shopping center and 50 years ago, we saw the rise of the Big Box category killers.

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