Please read the following case and identify all the aspects of it that you feel are correct statements.

Where you feel there is an incorrect statement, identify it and provide what you think is the correct response.

Paragraph # 1

The next step for our engineering colleagues was to consider the technology products and promotions they would include in their marketing plan. The technology products they would produce were somewhat compatible with their competitors so they knew that the extended product would have to be attractive to their customers. It also became clear to Mr. Park that they should change their focus from just a consumer company to one that markets to small business/industrial owners as well as consumers.Ms. Lee would be in charge of industrial buyers and Mr. Kim would have consumer buyers

Paragraph # 2

Ms. Lee looked at the industrial technology and decided it would be positioned as a convenience good despite the fact that it was a somewhat expensive.To offset the technical competitive compatibility and high price her extended product would concentrate heavily on customer service and support. In addition she hoped to increase sales by adding product line consistency including such items as travel cases, additional insurance, charging ports, membership in a customer loyalty program and additional cords.She would work with the R&D people to improve the technological capability of the product line by implementing a Kaizen program that would address continuous improvement for future product launches and upgrades.Having many items in the technology product line with these consistency items meant she had a deep product line and a wide product mix.

Paragraph # 3

Mr. Kim, for the consumer market, would position the technology as a shopping good so he knew the price had to be kept low.Because of the lower price points there would be no extended product.He would offer the same items in the product line as the industrial line but with some changes to reflect the characteristics of both the consumer and industrial markets.

Paragraph # 4

Both Ms. Lee and Mr. Kim each developed their own integrated marketing communications program for inclusion into the marketing plan.Ms. Lee and the industrial market would be using a direct distribution system so the promotion choices are as follows:

Outside sales force

Product specific ads in small business and industry specific magazines

Product placement in TV shows

Event sponsorship of a popular music group concert

Sales promotions aimed at their own sales force and the end user customer

Paragraph # 5

Mr. Kim and the consumer market would be using indirect distribution through retail outlets so the promotion choices are as follows:

Product placement in a popular consumer TV show

Sales promotions for end user customers

Paid for publicity in consumer magazines

An outbound telemarketing program aimed at identified households

Internet marketing concentrating on social media because they can control the content

Paragraph # 6

The final discussion points about the plan addressed how to price the technology products.Ms. Lee positioned the products as convenience goods with a higher price point using a market penetration strategy. She also included volume discounts to encourage customers to buy more product. Mr. Kim felt he needed to stay close to the competitors so he used a status quo pricing strategy with sales promotions such as Christmas and New Year's sales.