Describe and explain the marketing mix decision that Marcia Kilgore made to influence the trade channels as well as the final consumers. Use the suggestion of Robert Lauterbon that the seller’s 4P’s should correspond with the customer’s 4C’s in your explanation.
Explain how Fitflop divides a market into segment and how the firm chooses the most attractive target market.
Discuss how Fitflop brand equity is managed and which branding strategies are used to develop Fitflop offerings to various customers
Explain why marketing research is so important for Flitflop.
Critically evaluate and analyze the way Fitflop develops and manages its direct and interactive marketing communication programs to build brand equity.