MARK20100 Lecture Notes - Lecture 5: Dental Floss, Toothpaste
Document Summary
Marketing penetration: present product and present markets. Market development: present product and new markets. Product development: new product and present markets. Increase the number of occasions: try to get our customers to use the products more frequently. Increase the amount used: try to get our customers to use larger portions. How to accomplish the two things above: Sometimes they come right out and say to get more in their advertising: examples: Increase portions: laundry detergents recommend the amount you need to use, so they could be telling you to use more than what you need to. Eat more chicken. chick fil a (the cow is a representation of this) Increase portions: a lot of toothpaste on toothbrush in toothpaste advertisements. Increase frequency: advertisements saying brush 3 times a day. Increase frequency: shampoo ads say to shampoo every day. Increase portions: shampoo bottles say to rinse, lather, repeat.
