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Journal

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Preview of the answer..

The last product I purchased was a yoga pant since I felt I needed to be physically fit to stay health. The yoga pant is a product of Lululemon Athletica. People who purchase these pants tend to have similar characteristics. The first feature is that these people are usually young, aged between 18-34 years. They mainly belong to the middle or upper socioeconomic classes. This is because these pants are relatively..

Product Description

Journal
To complete the following journal entry, go to this week’s Journal link in the left navigation.
Learning Reflection
Think for a moment about the last product you purchased. What was the product? What is the brand name of the product? How would you describe the customer for this product? What is the product’s closest brand competitor? Explain why you chose this brand rather than the competitor’s brand. How did the marketing for the product influence your purchase?
Required Text
Read the following chapters in Principles of Marketing:
Chapter 1: Marketing Fundamentals
Chapter 2: The Marketing Process
Chapter 3: The Marketing Mix: Products
Article
Oliver Wight Americas, Inc. (2012). New White Paper- “Marketing’s Role in the Integrated Business Planning Process: An Advanced Version of Sales and Operations Planning” [Press release]. Retrieved from http://www.oliverwight-americas.com/news/marketing-role-integrated-business-planning.htm

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