T Mobile

742 Words Sep 21st, 2012 3 Pages
MRKT 5000 Online Course

T-Mobile Promotes with Celebrity Sidekicks

Case Summary:
T-Mobile is the fourth largest cell phone provider in the United States. AT&T plans to pay $39 billion to buy Deutsche Telekom 's T-Mobile USA in a deal that is expected to attract intense regulatory scrutiny as it creates a new U.S. mobile market leader.
Key Marketing Issues
Product
T-Mobile provides a wide range of mobile phones with different features which target customers in terms of their communication needs and wants.

Price
T-Mobile consistently offers cheaper plans than its competitors

Placement
Operates in six different companies including the United States

Competitors
Sprint, Verizon, and AT&T (however merger was
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“As one of the fastest growing wireless carriers, T-Mobile has permeated pop-culture to become relevant and meaningful to the lifestyles of their young consumers,” said Heidi Ueberroth, NBA Executive Vice President. “We are confident that this wide-reaching partnership will further accelerate their growth in the wireless space.” T-Mobile is confident that these partnerships will broaden its exposure and enhance its youth-targeted image. 4. In what ways is T-Mobile supporting its personal selling activities at the retail level?
T-Mobile mission is not only to remain at the top of its industry in customer service but also to eventually become the most highly respected service company across industries. To achieve this goal, T-Mobile’s CEO Robert Dotson and Chief Marketing Officer Mike Butler visit a large number of T-Mobile stores every quarter. Butler says the purpose of the visits is not to lecture employees but to learn from them: “We come away with a list of items we’re going to address to help deliver better customer service in the future.” Many of the ideas expressed by T-Mobile employees have been incorporated by the company. 5. T-Mobile promotes its highly rated customer service as a selling point. Do you think it is effective against competitors that promote high-tech multimedia features? Explain.
Although T-Mobile
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