This paper discuses the marketing structure of Nike Canada including the four P's of marketing---product, place, promotion and price.
Written in 2007; 1,465 words; 4 sources; APA; $ 48.95
Paper Summary:
This paper explains that Nike Canada quality high-end products, especially athletic shoes, are sold by shaping the company's image to the consumer through endorsements from professional athletes. The author points out that Nike's early leadership in the athletic shoe industry demonstrated that there was a large consumer base that would pay a higher price for premium athletic shoes. The paper relates that buyers believe that wearing a Nike shoe shows other people that this wearer uses the "right" products and has the wherewithal to do so as well as the discernment to know the need.
From the Paper:
"The pricing strategy for Nike is interesting. From the first, it was decided that Nike shoes would be geared first to the serious athlete, and that providing performance for this market meant a high price for the shoes. The price carries with it a certain aura, convincing people that paying such a high price must mean higher quality, though many people are buying image more than performance with these shoes today. When Nike has pursued an aggressive price-cutting policy, as it did in 1984, the result has been reduced sales and lower profits."
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