Creating the Marketing Mix

Primary Discussion Response is due by Friday 3/9/18 (11:59:59pm Central), Peer Responses are due by Tuesday (11:59:59pm Central).

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 400-600 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  high-tech 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 e-mail 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 (my own Mobile Manufacturing), new product. Can send me  an e-mail 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.