factors influencing the choice of marketing methods Flashcards
how will enterprises be influenced by several different factors?
when choosing the most suitable marketing methods
appropriateness for product and its brand image:
why are some marketing methods only suit certain products?
for example, discount vouchers and free samples are more suitable for lower-priced products
appropriateness for product and its brand image:
what will BOGOF be inappropriate for?
expensive products, like a car
appropriateness for product and its brand image:
what will having Ana inappropriate promotion/price for a luxury item cause?
customers to switch to a different high-end brand
appropriateness for product and its brand image:
what does the promotion and the price need to match?
the brand image that the enterprise wants to portray
what may a small local Internet cafe distribute?
leaflets or rely on word of mouth
what may a medium-sized manufacturer use?
a wide range of promotional methods (social media, trade shows, sponsorship, trade magazine adverts)
what may be sold by a sales team?
a product with complicated features such as double-glazing
what may be promoted by PR activities?
a product with health benefits
what makes sales and marketing methods suitable:
what are marketing methods for?
to have a positive impact on sales
what makes sales and marketing methods suitable:
how can they easily reach the target market?
by engaging them through a media that suits them
what makes sales and marketing methods suitable:
why will she make a well-designed website?
to make information quick and easy to access
what makes sales and marketing methods suitable:
why must they encourage customers to buy by?
appealing to their wants and needs
what makes sales and marketing methods suitable:
what must they be based upon the habits of?
the target group including what they read, their lifestyle and their use of social media
cost to the enterprise:
what will the size of the enterprise have an impact on?
the amount of money available for its marketing budget
cost to the enterprise:
generally, what does it mean if the enterprise is larger?
the larger their budget
cost to the enterprise:
what does it mean if the enterprise is large?
they are more able to empty specialist marketing and sales staff to plan and manage activities such as sales promotions and PR
cost to the enterprise:
what will smaller enterprises tend to have?
smaller budgets and therefore they must use lower-cost methods
cost to the enterprise:
what are smaller enterprises unlikely to use to keep costs down?
unlikely to employ specialist staff and promotion may only be run at certain times
competitors activities:
what may affect the choices made by an enterprise?
the marketing methods an enterprise’s computers use
competitors activities:
what may the enterprise choose to copy?
a successful marketing campaign in order to try and steal target customers
competitors activities:
why may an enterprise alternatively use different types of marketing?
may want to stand out from its competitors
experience of the entrepreneur:
what will smaller enterprises carry out to save costs?
carry out some of the marketing activities themselves - managing social media pages, designing and printing their own leaflets
experience of the entrepreneur:
what will choices from small enterprises be limited to?
to the skills of the owner/employees
