|
Because there are four distinct promotion mix components (advertising, personal selling, promotion, and publicity or public relations), each with its own unique strengths and weaknesses, developing an effective promotion mix is difficult. To facilitate this task, most companies follow a five-step decision process, which is discussed below. |
|
|
As the name suggests, monosegment positioning involves developing a product-and-marketing program tailored to the preferences of a single market segment. Successful implementation of this strategy would give the brand an obvious advantage within the target segment, but would not generate many sales from customers in other segments. This strategy is best used with mass-marketing. |
|
|
Marketing research is the gathering, recording, and analyzing of data that relates to a specific problem in marketing products or services. While this definition implies a systematic approach to marketing, marketing research is often performed as a reaction to a problem that occurs. Marketing research efforts, therefore, often are undertaken for specific projects that have set beginning and ending points. |
|
|
A marketing plan, like a business plan, is unique to the company it serves. There are few hard and fast rules that guide its creation and implementation. A marketing plan needs to be as flexible as its market allows and as firm as is required to accomplish its goals. Despite all that, there are a few key components critical to the successful development and application of such a plan. |
|
|
Strategy's original application had to do with military issues— protecting one's homeland from invading armies or, as one of those armies, finding new, more effective ways to conquer territory. In fact, military history has become the basis for many marketing strategies and drives much of the current marketing philosophy. |
|
|
|
<< Start < Prev 1 2 3 4 5 6 7 8 9 10 Next > End >>
|
| Results 1 - 9 of 95 |
