Discuss how the adoption curve should be used to plan the promotion blend(s) for a new automobile accessory—an electronic radar system that alerts a driver if he or she is about to change lanes into the path of a car that is passing through a blind spot in the driver’s mirrors.
Answer to relevant QuestionsIf a marketing manager uses the task method to budget for marketing promotions, are competitors’ promotion spending levels ignored? Explain your thinking and give an example that supports your point of view. If a company wants its promotion to appeal to a new group of target customers in a foreign country, how can it protect against its communications being misinterpreted? Explain how a compensation plan could be developed to provide incentives for experienced salespeople and yet make some provision for trainees who have not yet learned the job. Discuss the future of the specialty shop if producers place greater emphasis on mass selling because of the inadequacy of retail order-taking. Is it unfair to criticize a competitor’s product in an ad? Explain your thinking.
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