Posted by & filed under Part 4: Marketing Management.

The chain’s new line of jeans is designed to compete with $200-a-pair designer models but costs a lot less.

Source: CNNMoney.com

Date: 8/13/2009

Keys: Marketing, pricing, product development, consumer behavior, strategic planning

Link:  http://money.cnn.com/2009/08/13/news/companies/gap_denim_jeans.fortune/index.htm

Questions for discussion:

  • Do you think that the new jeans will revive sales at The Gap? Explain your thinking.
  • How can one product, like jeans, influence the overall buying behaviour of consumers? Explain your answer in terms of a consumer decision-making model to purchase clothing.

Leave a Reply

Your email address will not be published.