Posted by & filed under Part 1 Business in a Global Environment, Part 2 Starting and Growing Your Business, Part 4: Marketing Management.

Description:  When Mohammed Al-Haj, a 27-year-old marketing executive in Abu Dhabi, hinted to his girlfriend that he wanted a new cell phone for his birthday, he wasn’t after the latest Apple Inc. (AAPL) or Android device. He wanted a Nokia.


Date: 09/29/2011


Questions for discussion:

  • Explain the customer’s behavior in this report?
  • Is there any product that could not have a “luxury” focus at the high end of the market?
  • What signal does this report send to other cell phone manufacturers and luxury goods producers?

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