Strategy decisions needed in the personal selling area
Problem: What strategy decisions are needed in the personal selling area? Why should the marketing manager make these strategy decisions?
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You are to prepare a report for your supervisor on the size, location, purchasing power, and market potential for the 3 largest minority target markets in the country.
You are writing a letter to the editor to a prestigious national newspaper or magazine. Your purpose is to discuss a current issue in the United States as related to the distribution and concentration of wealth in the United States.
Refer to your text about buying decision influencers vs. decision makers. What do you think? Why do you think that marketing this type of service has to be innovative?
If a marketing manager uses the task method to budget for marketing promotions, are competitor's promotions spending levels ignored? Explain your thinking and give an example that supports your point of view.
What strategy decisions are needed in the personal selling area? Why should the marketing manager make these strategy decisions?
What is the personality of the brand of the product you chose? One way to answer this question is to ask, "If this brand were a person what would it look like? Would it be a tall man in a conservative suit and tie?
Taken together, these forms of promotion are called a promotional mix. Here is a good discussion of the components of this mix, with emphasis on the pros and cons of each:
Problem: For which of the following products would its manufacturer be more likely to use intensive distribution?
• Identify typical misconceptions about marketing, why they persist, and the resulting challenges for marketing management. • Define what marketing and marketing management really are and how they contribute to a firm’s success.
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