Karl Lipton is marketing communications coordinator for a major electronics manufacturer. He is assigned with charting out a communications strategy for a new range of mobile phones developed by his company
How will Karl's communications strategy look like over the course of the mobile phones' life cycle?
Mobile phones have relatively short life cycles. In the introduction stage of the phones' life cycle, advertising, events and experiences, and publicity have the highest cost-effectiveness. In-store personal selling helps improve distribution coverage, while sales promotions such as discounted accessories, freebies etc., help induce trial. In the growth stage, demand has its own momentum through word of mouth and interactive marketing. Web sites are effective tools during the growth stage. As the phones reach the maturity stage, advertising, promotional events and experiences, and personal selling again become more important. As the phones enter the decline stage of their life cycle, sales promotion takes over as the most important tool in the marketing communications mix, even as other communication tools are reduced, and salespeople give the phones only minimal attention.
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This question contains two parts; be sure to answer both. First, identify and explain the five types of communication barriers. Next, imagine that you manage the gate agents at a busy international airport. (The gate agents are the people who staff the gates, taking people's tickets, managing the boarding process, and helping to resolve issues with seating or meals.) Describe how the gate agents might encounter each type of barrier, and what you might do to reduce these barriers.
What will be an ideal response?
The number of companies using social networking sites to promote their product and services ____ increasing
A) is B) are C) were
The most important part of any bad-news message is the ____________________ that explain or justify the bad news
Fill in the blank(s) with correct word
Which of the following accounting elements does the matching principle help to match?
A) revenues and liabilities B) expenses and assets C) expenses and revenues D) expenses and liabilities