Chapter 7 Homework - Bradley Dougherty MKT 3253 Dr Petty September 30th 2016 Chapter 7 Homework 1 Companies such as P&G and Kraft Foods have larger

Chapter 7 Homework - Bradley Dougherty MKT 3253 Dr Petty...

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Bradley Dougherty MKT 3253 Dr. Petty September 30 th , 2016 Chapter 7 Homework 1. Companies such as P&G and Kraft Foods have larger budgets for marketing and strong financial standing such as positive cash flow and sufficient retained earnings, they are positioned strategically and able to invest in marketing, even during difficult economic times. Increasing integrated marketing budgets when other firms are scaling back, they have the opportunity to gain market share and profitability. 2. The process is mostly an effective way to look at things. If you bring awareness to a customer they may be more inclined to try the product. A con to looking at it this way is a customer may not buy a product just to try it out, they may want to try it out before they buy it. 3. I believe the S curve makes more sense, because you would start out with a decline because of money spent on advertising, and as long as the product sells then you would eventually rise over that level you originally started at. 4. It is hard to know whether the product would sell on its own without a major advertising campaign. Word of mouth can get you far and simply using trials in stores could generate more than thousands of dollars spent on advertising. 5. Digital and Social Media is the future of advertising. It has actually been the way of advertising for many years. The impact is more effective than a flier left on a car windshield, an ad in a magazine, an ad in a newspaper, or a billboard. It is also far more efficient using digital advertising than print advertising 8. Communications, planning and decision making, and measuring and evaluating results. Having specific objectives is the key to having organization. Without organization, all of your programs would be inefficient and unorganized.

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