Chapter 1 Concepts-A Case Study
Directions: Read the following scenario, keeping in mind these key concepts: the four Ps of the
marketing mix, industrial market, consumer market, and market share. Below, note the details of this
scenario related to each concept.
SCENARIO
An apparel manufacturer makes garments for sports-related activities.
A major portion of its business is selling sports-related garments to high
schools, colleges, and professional sports teams. The other portion of
its business focuses on young males and females who buy sportsrelated apparel for their personal use. These young adults are between
the ages of 20 and 35 with household incomes of more than $50,000.
They are active and fashion conscious. The garments are designed to
be comfortable. They use fabrics that are currently in fashion and are
priced a little higher than those of most competitors. The company has
40 percent of the athletic apparel market. Some of the reasons for its
popularity are the use of professional athletes to endorse this brand
and the extensive advertising done in broadcast and print media.
Sports-related magazines like Sports Illustrated, Golf, Tennis, and Health
& Fitness are used to promote the brand. Consumer can purchase
these products in specialty sports shops and major department stores.