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.