Satellite Radio is at a point where several decisions need to be made before it sells its satellite digital radio. Some important considerations that XM need to decide on are: What type of segment(s) should XM market to? What will be the retail price of the product, and will XM require a monthly subscription fee? If so, how much should it be? Should XM allow advertisements on their programming? Is penetration pricing the best strategy? What would the early launch of SIRIUS
SIRIUS is going to target rural America as their primary market due to the lack of FM radio stations. XM does not want to compete in the rural America market because there are better consumer segments available. The research projected that Tech-Seekers and Tech-Friendly have the largest growth among other segments.
Offering a suggested retail price at $100 for an XM home or car radio will increase the purchase intentions for the Tech-Seekers and Tech-Friendly segments. Their purchase intentions......
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Approximate Word Count: 1962
Approximate Pages: 8 (260 words per double-spaced page) |