(a)
Use Appendix 2. Calculate:
- promotional elasticity of demand for the DA range of walking boots if promotion spending rises from $200 000 to $300 000 [3]
- price elasticity of demand for the DA Explorer boot if the price is cut from $200 to $180. [3]
(b)[12]
Use your results to 4(a) and any other relevant information. Discuss how important marketing planning is for the success of DA’s entry into the walking boots market.