Discuss formal and informal marketing strategies and give examples of companies that follow these strategies
What will be an ideal response?
Student answers will vary. Many large firms develop formal competitive marketing strategies and implement them religiously. However, other companies develop strategy in a less formal and orderly fashion. Some companies, such as Harley-Davidson, Virgin Atlantic Airways, and BMW's MINI unit succeed by breaking many of the rules of marketing strategy. Such companies don't operate large marketing departments, conduct expensive marketing research, spell out elaborate competitive strategies, and spend huge sums on advertising. Instead, they sketch out strategies on the fly, stretch their limited resources, live close to their customers, and create more satisfying solutions to customer needs. They form buyer's clubs, use buzz marketing, and focus on winning customer loyalty. It seems that not all marketing must follow in the footsteps of marketing giants such as Nike and P&G.
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Indicate whether the statement is true or false
Bartels presents the idea of an Action Review Interview where eye tracking and a personal interview both take place. Bartels suggests that the personal interview be conducted ________
A) before the eye tracking data is collected. B) at the same time the eye tracking data is being collected. C) after the eye tracking data has been collected.