Discussion Questions

1.What were the possible risks of Louis Vuitton's first-ever television advertising campaign?

2.In fall 2011. the euro/dollar exchange rate was l = $1.35. By spring 2015, the dollar had strengthened to El = St. o Assume that a European luxury goods marketer cut the price of an $8,000 linen wit by 10 percent when launching its spring 2015 collection. How would revenues have been affected when dollar pikes were converted to euros?

3.Louis Vuitton executives raised prices in the late 2000's, and sales continued to increase .What does this say about the demand curve of the typical Louis Vuitton customer?

4.Compare and contrast LVMH's pricing strategy with that of Coach (Chapter 6).

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