THE CHARACTER OF THE PRODUCT

THE CHARACTER OF THE PRODUCT

THE CHARACTER OF THE PRODUCT

It could be said that the type of market into which it is proposed to sell the product will depend, very largely, on the type of product it is intended to produce. This is, however, antiquated thinking. With a consumer-orientated ONLINE MARKETING policy it is the character of the product which is influenced by the type of market at which it is aimed. The ONLINE MARKETING Manager must decide to whom he is going to offer his new brand. Long before he can consider an investment of the company's resources in a new product he must examine the size of the existing market for that product and assess its likely expansion. Furthermore, he must make up his mind what is to be the particular section of the market he is aiming at. A very important aspect of ONLINE MARKETING is the correct identification of both the customer and of the market segment. Muddled thinking here can ruin ONLINE MARKETING plans. One must decide who it is that makes the buying decision. This applies whether one is promoting industrial products or consumer goods. In the industrial field, not all buying decisions are necessarily made by the Purchasing Department of an organization. According to the type of purchase involved, the ultimate decision may be made by individuals far removed from the buying department. The decision to buy a special type of water pump may be made by the Production Manager. The decision to order a particular make of fork-lift truck, by the Despatch Manager. In the office, the decision to order a certain brand of typewriter ribbons may be made by the Office Manager's secretary. Similarly, in the consumer field, the decision to ask for a certain brand of soft drink cordial may be made by the child, although it will be his mother who actually will purchase it at the supermarket.


Next - The Wholesale Trade



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