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Essay / Research Paper Abstract
This 3 page paper analyzes and article about marketing, and gives a reaction to it. Bibliography lists 2 sources.
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3 pages (~225 words per page)
File: D0_HVMktArt.rtf
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about marketing and gives a reaction to the article. Discussion The article seems very timely; its entitled "Stick to your marketing plan, especially with economy going soft" (Martz, 2007). It
appeared November 19, 2007 in the Las Vegas Business Press; its author is Alice Martz. Ms. Martz is the chief executive officer of the Henderson (NV) Chamber of Commerce. Marts
advises marketing professionals that even though there is a likely downturn coming, now is not the time to cut the marketing staff (Martz, 2007). Business owners and other leaders are
"understandably concerned" because of the unsettled economic situation, and their natural inclination is to "tighten spending and circle the wagons. Typically, the first budget to get the axe is that
of marketing" (Martz, 2007, p. 27). This is understandable, since other expenses, like rents and salaries, may seem more important than marketing or advertising (Martz, 2007). However, Martz points out,
firms that cut their marketing budgets in lean times dont do as well as those who ride it out at full strength (Martz, 2007). In her words, "historically, firms that
have survived and thrived during real or perceived economic crises are those that maintain, or even increase, their marketing dollars" (Martz, 2007). This is because when the economy slows down,
almost all firms cut their marketing and advertising budgets, so those that do not will have a clear field to get their message out (Martz, 2007). That is, theres "no
better time to market than when your competitors are cutting their budgets" (Martz, 2007). This, she argues, is how companies like British Airways and RCA have survived: they "shifted their
strategies, tactics and messaging, but continue to market aggressively with much success" (Martz, 2007). Martz understands that most companies dont have the budget of firms like British Airways, but she
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