Now it is time to elaborate on the rest of the marketing plan for the new product. Be specific. Make sure that all of the pieces of your plan are consistent with each other and are
designed to meet the needs and wants of your target customers.
Primary Task Response: Within the Discussion Board area, write 400600 words that respond to the following questions with your thoughts, ideas, and comments. This will be
the foundation for future discussions by your classmates. Be substantive and clear, and use examples to reinforce your ideas.
The board members were very impressed with your presentation and how you are moving through the product development process. Michelle is ready now to start looking at the
promotional part of the plan. She has been reading technical publications that laud the advantages of hightech or digital promotional tools (i.e., Internet, social media, blogs, etc.)
over traditional approaches (i.e., TV, radio, newspapers, and magazines) to reach potential customers. You catch up with her in her office before she leaves on a business trip.
‘Michelle, I want to speak to you about the email you sent regarding the promotional tools we should consider for the new product,’ you say.
“I have a few minutes before I have to leave,’ she says. “Go ahead.”
“Well, I agree that digital media is the trend, but I think traditional advertising and promotion should still have a place in the plans,” you say. “I know you don’t have time
now, but I would like to talk about the advantages and disadvantages of each type of promotional tool as they relate to the target segment and branding strategy. When
can we get together and talk about this?”
“I really do want to talk about this,” she says. “I need to know what type of media you think would be best for MM’s new product. Can send me an email with your
thoughts on the subject and I’ll read it on the plane? We can get together when I get back to finalize the choices.”
“Thanks, Michelle. I will do that,” you say.
Responses to Other Students: Respond to at least 2 of your fellow classmates with at least a 100word reply about their Primary Task Response regarding items you found to
be compelling and enlightening. To help you with your discussion, please consider the following questions:
What did you learn from your classmate’s posting?
What additional questions do you have after reading the posting?
What clarification do you need regarding the posting?
What differences or similarities do you see between your posting and other classmates’ postings?
The materials found in the M.U.S.E. may help you with this assignment. Additional information is also provided in the Lessons From Experience found at the following link:
Targeting the Museum Market
For assistance with your assignment, please use your text, Web resources, and all course materials.
Chapters 3, 7 9
Marketing Resources: http://careered.libguides.com/ctu/marketing
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