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Nike increased its visibility through vertical cooperative
advertising; expanding its product line to include apparel, equipment, and accessories,
which led retailers to use the Nike brand to attract customers to their stores. Nike gained
a high level of publicity and increased its appeal to both men and women when it signed
famous athletes like Michael Jordan and Venus Williams (Etzel, Walker, and Stanton).
Further exposure was gained when Nike promoted its brand near major events,
giving the impression that it partly sponsored the events. It also increased its sales
promotion through the sponsorship of sporting events and collegiate teams...
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Common topics in this essay:
- Analysis of Marketing Plan of Nike and Michael Jordan
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- How Companies Identify Attractive Market Segments And Choose A Target Marketing Strategy.
- Market Analysis - Introduction To Market Share
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- Marketing Plan For Benefit To Increase Market Share In Its Existing Market Segment
- Nike Inc.: Study of value chain functions and how they contribute to the success of Nike.
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- Recommend how Dell should react to slower growth and increased competition in its core market segments. Explain how your new or modified positioning strategy enables Dell to leverage some of its existing advantages.
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