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Marketing Strategy Discuss the Conditions Term Paper
Pages:4 (1674 words)
Sources:1+
Subject:Business
Topic:Supermarket
Document Type:Term Paper
Document:#81778112
being specific. In addition, the use of advertising and sales promotion also is used on products that are quickly purchased yet have a high level of customer loyalty associated with them. All of these conditions would favor using an advertising and sales promotion driven approach over a personal selling one. Examples of products in this category include soft drinks, groceries of all types, and low-end consumer electronics that are purchased quickly based on brand loyalty over intensive analysis. In general, products that have lower margins and are highly commoditized are those that are sold through this approach. Personal selling on the other hand is very expensive as a sales strategy are often is used in situations where the sales cycles are longer as customers evaluate options more thoroughly, and where the products being sold are much higher in price. The greater the price of a product, the less commoditized it is, the more customized it is to the needs of a customer, the greater the reliance on personal selling. In the final analysis personal selling only makes sense for higher margin products that can sustain the costs of this selling approach, while lower-margin and commoditized products are best sold through intensive advertising and sales promotion driven strategies.
References
Michael Burkett (2005, July). The "Perfect" Product Launch. Supply Chain
Management Review, 9(5), 12-13. Retrieved November 21, 2007, from ABI/INFORM Global database. (Document ID: 875601091).
Jari Collin, Dennis Lorenzin. (2006). Plan for supply chain agility at Nokia:Lessons from the mobile infrastructure industry. International Journal of Physical Distribution & Logistics Management, 36(6), 418-430. Retrieved November 20, 2007, from ABI/INFORM Global database. (Document ID: 1079220951).
Chan Kim, Renee Mauborgne. (2005). Value innovation: a leap into the blue ocean. The Journal of Business Strategy, 26(4), 22-28. Retrieved November 22, 2007, from ABI/INFORM Global database. (Document ID: 888965931).
Christian H.M. Ketels (2006). Michael Porter's Competitiveness Framework
Recent Learnings and New Research Priorities. Journal of Industry, Competition and Trade, 6(2), 115-136. Retrieved November 22, 2007, from ABI/INFORM Global database. (Document ID: 1146633001).
Mike Ledyard, Bill Keough. (2007, July). Demand-Driven Supply Chain Meets
Offshoring. Supply Chain Management Review, 11(5), and 11. Retrieved November 21, 2007, from ABI/INFORM Global database. (Document ID: 1330251151).
Proctor, R.A.,…
Sample Source(s) Used
References
Michael Burkett (2005, July). The "Perfect" Product Launch. Supply Chain
Management Review, 9(5), 12-13. Retrieved November 21, 2007, from ABI/INFORM Global database. (Document ID: 875601091).
Jari Collin, Dennis Lorenzin. (2006). Plan for supply chain agility at Nokia:Lessons from the mobile infrastructure industry. International Journal of Physical Distribution & Logistics Management, 36(6), 418-430. Retrieved November 20, 2007, from ABI/INFORM Global database. (Document ID: 1079220951).
Chan Kim, Renee Mauborgne. (2005). Value innovation: a leap into the blue ocean. The Journal of Business Strategy, 26(4), 22-28. Retrieved November 22, 2007, from ABI/INFORM Global database. (Document ID: 888965931).
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