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Essay / Research Paper Abstract
A 7 page paper answering two questions: (1) Distinguish between a marketing strategy, a marketing plan, and a marketing program; and (2) "How would our economy operate if personal sales-people were outlawed? Could the economy work? " Bibliography lists 4 sources.
Page Count:
7 pages (~225 words per page)
File: CC6_KSmktgandSales.rtf
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Unformatted sample text from the term paper:
and a marketing program. Illustrate using a local retailer or use examples from your own company (or both). Marketing strategy is the result
of determining where the companys focus will lie and what it will stress to the customer (and potential customer) as its strengths in which the customer should have some interest.
The marketing plan is a formal statement of how the organization intends to implement the strategy it has chosen, and the marketing program is the manifestation of the marketing
plan. Marketing Strategy Lowes is hardly a local retailer, but it is a retailer with local presence. It also provides some good
examples. Regarding marketing strategy, Michael Porters position is that any successful business has to differentiate its products. He "has argued that a firms strengths ultimately fall into one
of two headings: cost advantage and differentiation" (Porters Generic Strategies, n.d.). The objective for both the short- and long-term is and is that the company differentiate its products on terms
other than price. It seeks to serve the middle range of the market, occupying neither the upper nor lower ranges of product price. Marketing Plan
One author quite aptly summarizes the changes that have occurred at Lowes over the past decade: "Lowes, a retailer once destined for oblivion, is conquering the
nation and outrunning rivals with a crafty mix of hardware and estrogen" (Upbin, 2003; p. 52). Without having direct access to Lowes marketing plan, a study of what the
company is doing can reveal much information about its present marketing plan. Currently and for some time now, Lowes is targeting women as well as retaining contractors approval.
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