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In fact, results obtained through preliminary market research seemed to support their optimistic views. Nevertheless, there were critical problems that should be solved before launching the product as follows:
Which pricing strategy would be appropriate for the new product?
What would be the most effective marketing communication strategy for the new product?
Because effective pricing strategy would be directly related to the companies' actual sales and profits, in this case, two questions raised above will be mainly discussed. Advertising and other marketing strategies, such as public relations and sales promotions, will be examined closely related with the discussion of pricing strategies...
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