MRKT 483 Lecture Notes - Lecture 13: Toothpaste, Personal Selling, Sales Promotion
26 May 2016
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Document Summary
Global advertising- voiceover to adapt to different languages (translated copy) High price for differentiated product: skim pricing instead of penetration with complex marketing program or sales force to talk to people. Cost is not a problem, ultimate goal is to gain market share. Branding light bulbs is repeat low involvement purchase. Sales force becomes even more important when other competitors come in. Service aspect when something goes wrong with the light bulb. Panasonic can control how much power and price distributors have. Sales forces also help with sampling for these low involvement purchases. Biggest effect, most complex and most expensive under promotion. Sales reps want the lowest price possible to sell more. Send message that it is not as valuable and seem to doubt. Especially flagship products set the price in the beginning do not do discounts. When there is a shortage on products, companies try to push it out to distributors. Accountability- associate internally drives market a little better.
