[ Marketing Strategy ] [ Advertising Strategy ]

Marketing Strategy Questions

The following issues should be reviewed for opportunties and potential conflicts as part of marketing strategy development.

How do customer needs & requirements get developed into new products?
Choice of Distribution Channel: distributors, direct sales, private label.
Distributor geographic coverage - exclusive areas?
Sales force organization and territory coverage.
Degree of technical support required for sales efforts.
Marketing & sales programs (by class of trade)
To what extent are some products made to order and not inventoried?
To what extent does manufacturing capabilities match marketing requirements?
Advertising & promotion plan

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Advertising Strategy

	Negative Motivation	Positive Motivation
High Customer Involvement	Stress, but not exaggerate the product benefits, while creating a positive attitude toward the brand. No frills transportation automobile	Emotional appeal targetted to specific lifestyle groups Luxurary automobile
Low Customer Involvement	Stress the product's problem solving benefits in a simple easy to understand manner. Don't have to like the ads, but must understand the benefits. Aspirin, gasoline	Emotional appeal. Target audience must like the ad. Cosmetics, TV dinners

Negative motivations include solving or avoiding problems
Positive motivations include sensory gratification, social approval, and intellectual stimulation.

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Last modified: August 22, 2005