Essay About Use Of Media And Course Of The Product Life Cycle

Pantene Marketing
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The goals of promotion typically change over the course of the product life cycle. In the introductory stage one of the marketers concerns is that consumers dont have sufficient knowledge about what a product can do. Therefore, informing would be the primary promotional goal in this stage.Advertising is typically very effective to reach the first stage in the AIDA process.Media planning is the series of decisions advertisers make regarding the selection and use of media, allowing the marketer to optimally and cost-effectively communicate the message to the target audience.The new ad for Pantene featuring Selena Gomez emphasizes that using the shampoo will give you strong hair. This advertising highlights a product benefit.Food manufacturers like Kelloggs and General Mills are using part of their communication budgets to convince retailers to carry their products and give them favorable shelf space in stores. To do so these manufacturers might advertise in trade magazines such as the Progressive Grocer and provide trade promotions.  This  would be an example of a push strategy.Many retailers today, such as Target, have launched mobile coupon programs. However, regular paper coupons such as the ones found in the insert in Sunday papers still represent the majority of coupons. One reason why retailers still distribute a high number of regular coupons every week is that there are still many consumers who do not have the type of device needed for using mobile coupons.An potential risk with any ad is that consumers would misunderstand its message. In other words, the target audience does not decode the message the way sender intendedThe goal of the needs assessment should be how to maximize the fit between what the company can offer and the customers needsPersonal selling and social media have in common that both represent  two-way forms of communication with the market.The preapproach is a process that describes the homework that must be done by a salesperson before he or she contacts a prospect.Lead generations is the identification of those firms and people most likely to buy the seller’s offeringsTouchpoints refers to the range of possible ways in which a company can  interact with its customers. For example, as a customer you could interact with Target by phone, in store, on the companys website, and other waysPersonal selling is a particularly useful promotion mix tool for companies that sell to other businessesOne of the benefits of using social media for marketing is that it enables the company to learn a lot about what consumers may be saying about its products.There are different ways in which a company can organize its sales force. Organizing the sales force to serve key accounts can help the organization improve its customer service and is particularly helpful for companies that rely on a smaller number of significant customers.One of the potential benefits of price bundling from the companys perspective is that customers will be buying a larger range of services or products from the company than they otherwise might have.The popularity of the American Girl dolls is so great that an increase in the price of a doll and book set by 5 percent will not significantly affect the demand for the product. This means that the demand for the American Girl doll is inelastic.The price skimming strategy works best when the product is perceived as having unique advantagesIf a company has been found guilty of using predatory pricing, it means it reduced prices below cost in order to drive competitors out of the market, and then increased prices once competitors had left the market.The goal of a penetration pricing strategy is to maximize market shareDynamic, or yield management pricing, would most likely be used by which of the following types of companies? AirlinesRetailers often use markup pricing,  which means adding a certain percentage to the cost of the product to determine the retail price.Your Memory Lane creates custom art prints that use graphs and icons in a street scene to commemorate special occasions.Suppose that Your Memory Lane has priced its product at $350 per print. Further, it has determined that the company’s fixed cost is $12,500, with average variable costs per print of $250. What is the fixed cost contribution per print? $100Prestige pricing can work for products for which consumers may have difficulties determining the quality just by evaluating the product and use price as an indicator of quality.For a small manufacturing company exporting may be the best foreign market entry strategy since it entails the least amount of risk.Corporate social responisiblity  is the concern of business for the long-range welfare of both the company and its relationships to the society within which it operates.In the future, electrical power may come from quantum nucleonics, a form of nuclear power that produces no residual radiation. The ability to use this form of power will require equipment adaptations, but it will solve the world’s need for clean and efficient power. Companies that replace inefficient sources of power with quantum nucleonics only after they are required to by the Environmental Protection Agency are operating at a(n) legal responsibility level.Lego products sold across the world are almost all the same and much of manufacturing of Lego bricks still takes place in Denmark. The company also uses a similar marketing strategy globally. The benefit of such approach is  economies of scale and lower manufacturing costsSince global expansion typically means bringing the companys existing products to new markets, it would be considered a diverisfication strategy in the strategic opportunity matrix model.Which of the following is an argument used to support corporate social responsibility (CSR)? CSR can be a profitable undertakingAll of the following statements about the creation of a code of ethics are true EXCEPT:  A code guarantees ethical behavior among a firm’s employees.Procter and Gamble sells its products across the entire world. For its distribution strategy the company needs to take into account that the retail structure differs significantly across countries