Your Questions About Direct Marketing Strategies
Maria asks…
marketing offensive and defence (warfare) strategies?
i need to find some actual examples of organisations that have used these strategies. so far i have examples of defence strategies but im stuck on whos used offensive (attack) strategies………
Encirclement strategy- surround opponent with range of specific products/services but avoid direct competition.
Flank attack- attack competition’s weak spot (undefended segment/aging product)
Bypass attack- move in to areas not covered by opponents
Guerilla attack – hit and run, short term measures such as price cuts and promotions
if you could make some suggestions that would be brill!
Jere answers:
Encirclement strategy – Smirnoff Vodka used encirclement strategy when another product was introduced and positioned itself directly against Smirnoff, but at a lower price (Kotler, 1981). Smirnoff counterattacked by first raising it’s prices, which preserved their quality image. After raising their prices, they introduced another brand, marketed it at the same price as the competition, and introduced another brand at a lower price
Flank attack , in the mid 1970’s Xerox owned eighty-eight percent of the plain-paper copier market; however, almost ten years later the Japanese based Canon Copier took over half of Xerox’s market (Kotler 1981). The main reason Canon took over such a large portion of Xerox’s market was by use of the flanking strategy. Canon focused on the small size copier market that could not afford Xerox’s larger copiers. This attack was successful because it put the attackers strength against the defenders weakness (Kotler 1981).
Bypass attack – When Colgate-Palmolive tried to enter the nonwoven textiles and health care business, it did not have to fight Procter and Gamble’s strengths because they used the bypass strategy
Guerilla attack when IBM won a lawsuit against Hitachi on the grounds that Hitachi stole IBM software. Because IBM won this small battle, Japanese computer manufacturers had to become defensive by investing large sums of money into scarce software research and development personnel who had to re-write old programs and develop new programs which did not interfere with IBM’s intellectual property rights
Sandy asks…
describe the role internet marketing has within a modern marketing context?
Marketing: increased integration of marketing mix (4 Ps) and extended mix (7 Ps); relationship marketing; importance of identification of new product and market development opportunities; modern information and communications technologies (ICTs); strategies to achieve business objectives; technology-enabled targeting and segmentation eg demographical, psychographic, economic, usage based; business-to-business (b2b), business-to consumer (b2c) and consumer-to-consumer (c2c) such as eBay; disintermediation and direct market communication by producers
Internet marketing: greater individualisation of market attention eg one-to-one relationships, mass
customisation, increased information and cost-effective information gathering methods; reaching wider and more distant markets; product impact, enhancing traditional products and services, online games and music, mix between on and off line activities; opportunities enhancing marketing effectiveness eg through ‘one-to-one’ communications; understand customers and target more effectively
this is to help me with my btec coursework for business, so please try and explain and help me as well as you can, thank you.
Jere answers:
Alot of people go online, so marketers go where the people go if they want to get your money.
Mary asks…
Best deal for How To Market Your Online Videos – Get Video Traffic To Your Site?
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Jere answers:
Besides Traffic Geyser, there is a free service called Tube Mogul. It works in much the same way. Additionally there is a software package I found called Tube Mastery (http://www.websitemarketingskills.com/recommends/TubeMastery) which works really well in terms of how to market on YouTube. The same basic information is true on the other sites, as well. Use your profile page to link to your site and use calls to action to get people to respond. I would just buy that program and familiarize yourself with it.
George asks…
is there a forum for owners of PC repair shops to discuss prices and business strategies?
I am looking for forums with PC business owners like myself to discuss pricing and marketing strategies, but I can’t find it in any of my searches. For example, what are high and low prices for full system recovery with backup? It would be great to discuss these issues with others from other states who aren’t in direct competition!
no, just discussion of pricing for services in other markets that aren’t in direct competition with each other.
Cust. told me he was looking at porn. HEAVY INFECTIONS removed and charged $180 for 2 hrs., but XP system corrupted. Next day tried Windows repair, but it couldn’t find a driver, so I backed up all data, then full system recovery, reinstalled drivers and data and charged normal flat rate fee for this: $300. So now cust. is mad because he said for the $480 he spent on this he could have bought a new unit. I explained that we never know what effects malware will have on a system after cleaning, and he would still have had infected data to go on a new unit. We charge $180 for data recovery.
So far he has paid me $180 for malware removal and $216 for annual managed services program ($396 total)and even though it’s fair, feel reluctant to charge the $300 extra for full recovery bringing total to $696! Anyone have any suggestions? In this economy and market, am I ripping him off or asking for a fair return? Thanks so much!
Jere answers:
You mean price fixing and collusion. I’m not certain, but that just might be illegal.
Susan asks…
Marketing quizzes and tests. please provide me a website where i can practice?
I need a good website to take marketing quizzes or tests?
can somebody help out with that. i need to pratice for chapters 6-B2b marketing, chapter 11&12 Product strategy managing brands & new products, chapt 13 & 14 marketing channels and supply chain management retailers, whosalers, and direct marketers, chapt 10 relationship marketing and customer relationship management
Jere answers:
Godady, yola, wordpress,joomla,webs, freeblogs and google site having free sites and you can choose
from that any one
affiliates2revenue.blogspot.com/search/label/Free%20Website%20or%20Blog
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