for convenience goods should be reduced to idea generation, screening, and
then, product development and commercialization (national roll-out). The
savings (from streamlining the development process) will be used in an
exorbitant, initial pull promotion campaign. After that, coupons will be
offered every third week. With the pull strategy and couponing, the consumer
will view the brand and product category as synonymous. Do you agree or
disagree with this strategy? Why or why not?
2. A company’s marketing strategy can be customer-oriented
(i.e., strategy designed by examining primarily customer needs) or
competitor-oriented (i.e., strategy based on competitors’ actions). In reality,
companies do both. For the following scenarios, identify which strategies to
emphasize and why.
– A market leader in pharmaceuticals
– A market follower in a mature market
– A market nicher (i.e., company focused on a small segment)
in interior decoration of luxury homes
– A market challenger in a mature market with low margins
and significant economies of scale effect
