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Extra info for Article-Innovative Marketing Strategies after Patent Expiry The case of Gsk-s Antibiotic Clamoxyl in France

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Getting your hands around product, price, promotion, and placement is fairly straightforward when compared with the contradictory, confusing, and confounding inner life of the consumer. 31 32 Let Them Eat Cake If the people side of marketing even comes up in your college course, it’s usually in the context of demographics, the study of large populations and the facts and figures that describe those populations. But the sheer enormity of demographics and our human inability to get our heads around the numbers in order to grasp the implications of what those numbers really mean render demographics increasingly marginalized by the working marketer.

Today’s Luxury Market 11 I think more of us have a sense of spiritual yearning, a sense that there has to be more in life than material success. Maybe it is related to getting older—in which case it is going to be a huge shift. It means luxury marketers will have to sell the deeper meaning of their products. I feel slightly disoriented these days when I see a $2,000 price tag on a skirt. ” That’s behind the huge popularity of places like Crate & Barrel and Target for people who can afford to shop anywhere in the world.

Keeping with our car examples, my family will be buying two luxury cars this year, but these cars will be luxuries only because they are discretionary. My first-born son starts college this fall. He has a car, an old beat-up Subaru Legacy station wagon with 145,000 miles that our “car guy” assures me is just now broken in, but I would feel better if he were driving around in something a little newer and a little more substantial. Although our son has tried to convince us that a used Mercedes is the perfect first car for college, his father and I are not swayed.

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