Explain the marketing program 3M used to reach the office worker segment with its Post-it Flag Pen.
What will be an ideal response?
A marketing program integrates the marketing mix elements to provide a good, service, or idea to prospective buyers. (1) 3M's product strategy to reach the office worker segment is to offer the Post-it? Flag Pen to help office workers in their day-to-day work activities. 3M listened carefully to the needs and wants of potential customer segments to use 3M technology to introduce a useful, innovative product. (2) 3M's price strategy is to seek a retail price of about $3.99-$4.99 for a single Post-it? Flag Pen; wholesale prices are less. This price provides genuine value to the office worker segment. (3) 3M's promotion strategy is to run limited promotion among distributors to get them to stock the product. (4) 3M's place strategy is to distribute Post-it? Flag Pens through office wholesalers and retailers as well as mass merchandisers. See Figure 1-3 in the textbook.
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