How does marketing strategy vary according to the level of involvement associated with a product?
What will be an ideal response?
ANSWER: For high-involvement product purchases, marketing managers have several objectives. One of them is that promotion to the target market should be extensive and informative. A good ad gives consumers the information they need for making the purchase decision and specifies the benefits and unique advantages of owning the product. For low-involvement products, consumers may not recognize their wants until they are in the store. Therefore, in-store promotion is an important tool when promoting low-involvement products. Marketing managers focus on package design so the product will be eye-catching and easily recognized on the shelf. Linking a product to a higher-involvement issue is another tactic that marketing managers can use to increase the sales or positive publicity of a low-involvement product.
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What will be an ideal response?
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