How does marketing strategy differ based on the level of involvement associated with purchasing a product?
What will be an ideal response?
Answers will vary. 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 advertisement gives consumers the information they need for making the purchase decision and specifies the benefits and unique advantages of owning the product. For example buyers use several criteria for evaluating their options and spend much time seeking information. For low-involvement product purchases, 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. For example a person may routinely buy Tropicana orange juice. Consumers engaged in routine response behavior normally do not experience need recognition until they are exposed to advertisin gor see the product displayed on a store shelf.
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Which of the following is not a stage in the strategic-management process?
A. Conduct a trend analysis. B. Maintain strategic control. C. Establish the grand strategy. D. Establish the mission and vision. E. Carry out the strategic plans.
Indicate the group of words or sentence with correct capitalization. Which is correct?
A) a salute from Vice President Orban B) a salute from vice president Orban
Which of the following describes a limitation associated with the decentralized organizational structure for advertising?
A. Brand managers do not devote enough attention to short-term planning and administrative tasks. B. Brand managers often end up competing for management attention, marketing budgets, and other resources. C. Brand managers are often overqualified and tend to feel superior to product managers. D. Brand managers typically rely on intuition and often jeopardize the creative activities of the advertising agency. E. Brand managers are typically from nonmanagement backgrounds.
What is a MAN, a LAN, and a WAN? For what purpose is each used?
What will be an ideal response?