Question
'democratic' pricing strategy: 70% of company handbags are now priced between GBP 500 and GBP 995, compared with less than 50% in 2014. For instance,
'democratic' pricing strategy: 70% of company handbags are now priced between GBP 500 and GBP 995, compared with less than 50% in 2014. For instance, in an effort to restore its position in the affordable luxury market, Mulberry has introduced the Tessie range, with handbags priced from GBP 495 (small satchel) to GBP 695 (Hobo bag)
3. Did Mulberry's pricing strategy work? Explain.
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Essentials of Marketing Research
Authors: Barry J. Babin, William G. Zikmund
6th edition
9781305688094, 1305263472, 1305688090, 978-1305263475
