MGT 103 Lecture Notes - Lecture 8: Malcolm Gladwell, Kola Nut, Marketing Mix

• School: UCSD
• Department: Rady School of Management
• Course: MGT 103
• Professor: Craig Eberhard

Document Summary

Main ingredients in coca cola: cola nut and cocaine. Looking at diff drink brands as well as yourself. Tracking sales of products - adds to 100% of market share (in dollars or units) We care about our product and those we feel are a competitors. The two primary ways to increase mr. pibb sales are . (on whiteboard, know this) Steal share (on whiteboard) -> steal business from a certain competitor. Market leaders are the ones that drive and put effort, money, and energy into growing the market ( prof says might be on exam) You don"t need to be profitable for the first year! Stages of the industry cycle: introduction, growth, maturity, decline. What brand do you have an intense loyalty with.