Posted by & filed under Part 1 Business in a Global Environment, Part 4: Marketing Management.

Description: Volkswagen AG’s Audi, the luxury brand trying to double its U.S. sales, has lowered the sticker price of its redesigned A6 midsize sedan to grab more market share.


Date: 08/19/2011


Questions for discussion:

  • Summarize how Audi is trying to use price to gain market share.
  • Do you think this strategy will hurt the brand with the more expensive car-buyer?

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