Marco is working on promoting his company's Glazer brand of electronic razors
Preliminary surveys have revealed that even though a sizable portion of the target market has developed a liking for the product due to innovative advertising, few customers would actually consider replacing their current razors with Glazers. How can Marco modify the communications program to get customers to favor Glazers over other brands?
Student answers will vary. Since customers are comfortable with their present electronic razors, Marco's communications strategy should aim to build preference for Glazers. Customers have already developed a liking for Glazers. So, Marco should focus on comparing the quality of Glazers with that of competing brands. This can be done by illustrating the improved features of Glazers that provide clean and hassle-free use. Marco could do well to compare the Glazers with other brands in terms of value, utility, and performance factors as well.
You might also like to view...
A company that views employees as resources is most likely to use a ____ pay rate
Fill in the blank(s) with the appropriate word(s).
Peter needs to speak to his supervisor before they sit in on a client call in about an hour
Peter's office is down the hall from his supervisor's office and he's not sure how tight his supervisor's schedule is and whether he has time to talk things over. There are a few controversial issues to be discussed on the call and Peter is anxious to learn his supervisor's point of view on these issues. Which form of communication would be the best way for Peter to communicate with his supervisor: instant messaging, a face-to-face chat, or email? Explain your answer.