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Marketing Management: sales vs. marketing philosophy, consumer decision process and more...

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Marketing questions:

1. Throughout the decade of the 1990s, it could be effectively argued that the personal computing (PC) industry initially pursued a product philosophy, followed by a sales philosophy, followed by a marketing philosophy, followed by a relationship marketing philosophy. Please explain.

2. Do all B2C consumers proceed through the consumer decision process at the same rate? Please explain your answer.

3. Your company has proceeded through the New Product Development Process and is set to launch a new-to-the-world product into the market. 1.) How will the adoption and diffusion processes relate to the success of your new product launch? 2.) How will you know if your new product is a success?

4. What is the managerial usefulness of using quantitative and qualitative research techniques as they pertain to measuring customer satisfaction?

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Marketing questions:

1. Throughout the decade of the 1990s, it could be effectively argued that the personal computing (PC) industry initially pursued a product philosophy, followed by a sales philosophy, followed by a marketing philosophy, followed by a relationship marketing philosophy. Please explain.
The personal computing first followed the product philosophy, that is the personal computer manufacturers concentrated on producing better products, more technologically sophisticated products, tried to outdo each other by coming out with new features and packaging the PC in an attractive manner. For example, the manufacturers tried to improve the speed of their machines and increased the size of their memory. This was followed by a sales philosophy, here the companies tried to out compete others by using sales techniques, the sales persons were sophisticated, they made impressive presentations and were ubiquitous. A single call from a potential customer and an entire team of well-qualified sales team descended on the company. Often these sales people had sales promotions and discounts up their sleeves in an attempt to close their deals. PC was carried to the premises of the potential customers to give demonstrations. This was followed by a marketing philosophy, where the companies used the entire marketing mix to achieve their sales targets. They positioned their products with the help of advertising, brands like Compaq and Dell positioned and repositioned their offerings using not only advertisements and promotions, but also using pricing strategies and distribution outlets. Branded top level PCs were now available from websites on the Internet. ...

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Organizations are often plagued with the deterrent of unpredictability within the supply/demand chain. An organization's positioning in the marketplace will determine the level of comprehensive planning and level of inventory control management that is required for maintaining daily operations. For example, organizations within the electronics industry must be aware of the constant need to upgrade products and services to meet overwhelming consumer demands, yet remain knowledgeable of the organizations current inventory structure, i.e., product shelf life- cycle, as well as product replenishment cycles. Many organizations utilize JIT (Just-In-Time) as a means of eliminating excessive waste of unsold products and outdated materials. Another example is in the publishing industry, in which case authors and publishers opt to function as a P.O.D. (Print-on-Demand) provider. P.O.D. is a metOrganizations are often plagued with the deterrent of unpredictability within the supply/demand chain.

Organizations are often plagued with the deterrent of unpredictability within the supply/demand chain. An organization's positioning in the marketplace will determine the level of comprehensive planning and level of inventory control management that is required for maintaining daily operations. For example, organizations within the electronics industry must be aware of the constant need to upgrade products and services to meet overwhelming consumer demands, yet remain knowledgeable of the organizations current inventory structure, i.e., product shelf life- cycle, as well as product replenishment cycles. Many organizations utilize JIT (Just-In-Time) as a means of eliminating excessive waste of unsold products and outdated materials. Another example is in the publishing industry, in which case authors and publishers opt to function as a P.O.D. (Print-on-Demand) provider. P.O.D. is a metOrganizations are often plagued with the deterrent of unpredictability within the supply/demand chain.

An organization's positioning in the marketplace will determine the level of comprehensive planning and level of inventory control management that is required for maintaining daily operations. For example, organizations within the electronics industry must be aware of the constant need to upgrade products and services to meet overwhelming consumer demands, yet remain knowledgeable of the organizations current inventory structure, i.e., product shelf life- cycle, as well as product replenishment cycles. Many organizations utilize JIT (Just-In-Time) as a means of eliminating excessive waste of unsold products and outdated materials. Another example is in the publishing industry, in which case authors and publishers opt to function as a P.O.D. (Print-on-Demand) provider. P.O.D. is a method in which organizations reduce inventory while simultaneously meeting or exceeding consumer demand for publication resources. For instance, a writer will prepare a document for publication, and determine the method in which he/she would want to publish that document.

The author may have a couple of options that may include; working with a traditional publishing house, or self-publishing. If the author decides to self-publish, for example, his/her product will be available based on consumer demand instead of having excess products sitting on store shelves taking up space. P.O.D. eliminates unnecessary inventory and gives consumers the option of purchasing the author of choice found within the organizations online storefront. In most cases, P.O.D. contributed to the closures of several bookstores unable to compete in an e-commerce dominant marketplace. Most organizations lose profitability when unused inventory remains on the shelves; in essence, unused inventory is more of a liability to an organization considering the fact that an organization is obligated gets rid of unused inventory. Many organizations liquidate as a result of poor planning, mismanagement of control processes, or misappropriation of funds, or exceeding debt. Another example of organizations that exercise an alternative method of controlling inventory is AVON.

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