Marketing Plan Research Paper
ahmd54
part_3-final.pdf
Lamb Hair McDaniel Your Product or Service Offering
Marketing 8e
Part 3 Marketing Plan Worksheet: Product Decisions 1
Part 3 Product Decisions Worksheet
PRODUCT ISSUES
Product description:
Classify your offering (check all that apply):
Consumer Business
Good Service
Patent needed No patent needed
Patent obtained No patent obtained
Place your product or service in your portfolio:
Single item Complementary item
Enhancements to product enabled by Internet selling:
Lamb Hair McDaniel Your Product or Service Offering
Marketing 8e
Part 3 Marketing Plan Worksheet: Product Decisions 2
Reductions to product due to Internet selling:
BRAND
Brand Name:
Brand Logo:
Professional branding firm needed? Yes No
URLS
Company URL:
Lamb Hair McDaniel Your Product or Service Offering
Marketing 8e
Part 3 Marketing Plan Worksheet: Product Decisions 3
Alternative URLs:
PACKAGING ISSUES
Is product packaged? Yes No
How will packaging match other communication tools?
PRODUCT RETURNS
Products purchased on-line can be returned on-line? Yes No
Products purchased on-line can be returned in store? Yes No
Products purchased in store can be returned on-line? Yes No
Company will pay for shipping on customer returns? Yes No
General return policy:
General warranty:
Lamb Hair McDaniel Your Product or Service Offering
Marketing 8e
Part 3 Marketing Plan Worksheet: Product Decisions 4
PRODUCT LIFE CYCLE ISSUES
Your product is in what stage of the product life cycle?
Introductory Growth Maturity Decline
Affect on PLC of selling product on-line?
PLC lengthened PLC shortened PLC not affected
DIFFUSION STRATEGY
Key elements of diffusion strategy: •
•
•
•
•
•
SERVICE QUALITY ISSUES
How will you incorporate the following service qualities into your offering? Reliability:
Responsiveness:
Lamb Hair McDaniel Your Product or Service Offering
Marketing 8e
Part 3 Marketing Plan Worksheet: Product Decisions 5
Assurance:
Empathy:
Tangibles:
Key elements in the customer relation strategy: •
•
•
•
•
- Text1: Car Tracking
- Text2: Car tracking device is compatible with consumer's cell phone that people can use to track their cars in case they are stolen. They can be used by all vehicle owners who value security of their cars. Business fleets can also be monitored using this product. When a customer orders the product, it is installed in the customer's cell phone to enable him or her keep track of his or her vehicles. The product is sold both on line and in physical stores.
- Check Box22: Yes
- Check Box23: Yes
- Check Box24: Yes
- Check Box25: Yes
- Check Box26:
- Check Box27:
- Check Box28:
- Check Box29:
- Check Box30: Off
- Check Box31: Yes
- Text32: Global awareness-people from different geographical areas in all over the world have access to the product. Reduced marketing costs- has generally reduced the cost of the product attracting more customers to purchase it. Increased flexibility-the customers can purchase the product on 24/7 basis which is very convenient for them.
- Text33: Car Tracking
- Text34: Internet selling requires less very minimal employees hence only fewer charges are added to the product leading to reductions. less processing charges also lead to reduced costs of the product.
- Text36: Lio Tracking company
- Text39:
- Check Box40: Yes
- Check Box41:
- Text42: http://www.tracker.co.uk
- Text44: Car Tracking
- Text45: www.government-fleet.com, www.metroonlindirectory.com, www.driverlocate.com, www.gpsinformation.net, www.broeggeriet.dk
- Check Box46: Yes
- Check Box47:
- Text48: The packaging here means being installed in the vehicle. It matches the other communication tools in that it communicates to the owner of the car through the cell phone. whenever the car is lost, the owner can receive information in form of a message on the direction that the car is heading just like the other tools.
- Check Box49:
- Check Box50:
- Check Box51: Yes
- Check Box52:
- Check Box53:
- Check Box54:
- Check Box55: Yes
- Check Box56:
- Text57: If the products do not satisfy a customer, he or she can return within the first 30 days. The product should be accompanied by the receipt used.
- Text58: For the set warranty, the product should be returned in its original status packing. If the product is tampered with, the warranty does not apply. The return also should be within the warrant period stated.
- Text59: Car Tracking
- Check Box60: Yes
- Check Box61: Off
- Check Box62:
- Check Box63: Off
- Check Box64:
- Check Box65: Yes
- Check Box66:
- Text67: Innovation-any practice or idea seen as new in the market
- Text68: Time-innovations are adopted over a period of time
- Text69: Social system-external or internal influences to adoption of innovations
- Text70: Communication channels-better communication methods are required for diffusion.
- Text71: Adopters-individuals or organizations that accept new innovations
- Text72:
- Text73: Constant customer care service will ensure reliability of the product. whenever there is a problem customer service will be always available for directions.
- Text74: Lio tracking company on-line services are 24/7. this will ensure that all customers can receive a response immediately they make an inquiry.
- Text75: Car Tracking
- Text76: The tracking devices will have warrants to assure customers of the product quality. In case the product purchased does not satisfy the customer he or she can return it and be refunded.
- Text77: Good communication will ensure that empathy is achieved. In case of refunds the company will pay for the shipping.
- Text79: The product will be packaged and placed in the vehicle and then installed in the customers cell phone to help in monitoring the vehicle's movements.
- Text80: Customer Service-ensures good communications and provides required guidelines.
- Text81: Product and service Campaigns-increases product/service awareness to customers
- Text82: Force automation of sales- keeping customers records and contacting them later.
- Text83: Rewarding loyal customers. coupons can work
- Text84: Reliability- customers require a reliable service throughout.
