What Is Marketing

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SIMULATION TITLE: What is Marketing? SIMULATION DESCRIPTION: Holden Evan, Inc., has long been the premium dog food market leader with its flagship Grand Champion brand. The brand targets breeders, trainers, and owners of purebred dogs willing to pay higher prices for superior nutritional and health benefits. During an economic downturn, the Grand Champion brand suffered a sharp and prolonged decline in sales. The Marketing Manager must re-evaluate the brand's marketing strategy and marketing management orientation to determine if they need revision. You earned 100 percent. Background Holden Evan, Inc., has long been the premium dog food market leader with its flagship Grand Champion brand. The brand targets breeders, trainers, and…show more content…
She has bought Grand Champion for ten years to sell in her business and to feed dogs she boards. However, she has recently switched to a cheaper brand. She explained, "I felt that selling Grand Champion added prestige to my business, but demand decreased. My customers needed a less expensive, although still good quality, food." Customer Report: Three Andrew and Mandy are a wealthy couple who own five purebred dachshunds, which compete in shows. They have bought Grand Champion for several years, because the dogs like the food and because Andrew and Mandy like to give their dogs "the best food, leashes, beds, even clothing." After Mandy was laid off in the economic downturn, however, the couple has switched to a cheaper dog food. Shifting Customer Needs and Wants How are the needs and wants of Grand Champion customers changing? YOU CHOSE OPTION 2 The customers' want to feed their dogs a superior food conflicts with a need to save money. You indicated that the customers’ want to feed their dogs a superior food conflicts with a need to save money. This was the best choice. Brand Experience The Vice President of Marketing continues: "We've become concerned that our brand is suffering from marketing myopia. We've focused in the past on making Grand Champion more and more elaborate. But in response to current trends, we've now eliminated some organic grade A beef and some

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