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.


Date: 8/13/2009

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


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.

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