BU362 Study Guide - Comprehensive Final Exam Guide - Break-Even, Personal Selling, Marketing
Document Summary
Increase sales, increase market share: low brand awareness, over-dependence on large distributor (mixed blessing) Decision: whether or not to run their first ad-(cid:272)a(cid:373)paig(cid:374), fo(cid:272)usi(cid:374)g o(cid:374) go(cid:396)do(cid:374)"s o(cid:449)(cid:374) (cid:271)(cid:396)a(cid:374)d. Increase sales (market share), especially in fast growing market segments: maintain the good relationship with big distributors (especially excelsior, emphasize the point of differentiation (i. e. , light weight) In order to let customers, identify the product. Immediate urgency vs. long term issues: raising brand awareness is urgent (cid:894)i(cid:374)fe(cid:396)(cid:396)ed fo(cid:396)(cid:373) (cid:272)usto(cid:373)e(cid:396)"s de(cid:272)isio(cid:374) p(cid:396)o(cid:272)ess o(cid:374) page 7(cid:895, maintaining good relations with distributor is important. Environmental trends and market trends: homeowner market: fast growing, logger: cyclical demand, need for light weight product: Opportunities: homeowner market, use more personal selling to tap untapped market potential, tap untapped market potential, use more personal selling / promotion to retailers (especially homemart, use ad campaign to raise brand awareness, more geographical areas. Threats: cyclical demand for loggers, tarnish relationship with excelsior, competitions, competing for attention, wallet, etc. , 15% market share.
