Under what conditions is a firm’s promotion strategy more likely to be advertising/sales promotion-driven rather than personal selling-driven?
Answer to relevant QuestionsDiscuss the advantages and limitations of using awareness as an advertising objective. When may this objective be appropriate? Review the STRATEGY APPLICATION concerning Wyeth’s sales force initiatives. Discuss how these changes should be integrated with the drug company’s promotion and marketing strategies. Select one of the direct marketing methods and discuss the decisions that are necessary in developing a strategy for using the method. Discuss whether the Internet may replace conventional catalogs and direct mail methods of promotion. As companies begin to replace functions with processes, what are the possible effects on organizational designs?
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