Under Armour: Where Do We Go From Here?

In the case study article, what market segments were identified and what segmentation strategies were implemented? After reviewing the case study “Under Armour’s Willful Digital Moves,” the market segments that Under Armour specifically targets is athletic clothing for men and women. When it comes to segmentation strategies, businesses have access to numerous strategies for positioning […]

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Consumer Who? Consumer You!

What type of consumer are you? According to the textbook, there are primarily two types of consumers, Individual and Organizational (Kardes, Cronley, & Cline, 2012). I would have to classify myself as an individual consumer. Since I am 22 years old, growing up a good portion of my purchase decisions depended on whether or not […]

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