Order Description
As the plan progresses it is time to address each element in a greater degree of detail. In order to encourage that, your analysis this week is limited to just one of the two elements that are being covered in the reading. Both of the elements are important, and you will learn from the Weekly Assignment that they do work together, so the purpose of making a choice here is not to diminish the value of either one.
Decide which marketing element, distribution or promotion, that is more important to the success of your product or service during its introduction and growth phase. Address your selected element using the appropriate set of guidelines below. Please contact me if you have any question about which element to select.
Design, explain, and justify your distribution channel choice(s) using the information in the Channel Design sections of the chapter.
Define your strategy as intensive, exclusive, or selective and explain your choice.
Promotional Assignment (Chapter 13)
Make and explain your advertising decisions using the guidelines in the chapter. You are not required to directly address the budgeting issue in this assignment, but your choices must be reasonable. For example, a local food delivery business cannot afford a network 6 pm news show ad and a nutritional advice website cannot expect to show up in Google results above the Mayo Clinic.
Develop and explain your creative strategy for ads.
Make and explain personal selling decisions if applicable. Again, budgeting is not required but the reasonable rule applies.
Make and explain your sales promotion decisions. This will be a critical area for those of you marketing local businesses and/or new products/services.