Summary: True or false? "A good product will sell itself. In this program, a swashbuckling swordsman and other experts answer that question with a thorough summary of the marketing process-covering mission statements, business and marketing objectives, and market share-and the marketing plan, which addresses situational analysis and goals. The tools involved in creating a marketing plan are described as...
Format: software, multimedia
Publisher / Publication Date: Films Media Group 2005
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Summary: Is there a market for bacon-scented sun block? Yes-at least in theory. After explaining basic terminology such as needs, demands, and markets, this program outlines the three strategies for inducing potential customers to purchase merchandise-the product orientation, selling orientation, and marketing orientation-and defines the marketing concept, where product promotion is tailored to a target...
Format: software, multimedia
Publisher / Publication Date: Films Media Group 2005
View online at AVOD
Summary: This program concentrates on the final two of the Four P's: place, also known as distribution, and promotion. Part one covers distribution channels; horizontal and vertical channel conflict; and the use of corporate systems, administered systems, and contractual systems, such as franchises, to alleviate channel conflict. In part two, a pair of clones and other experts explain the objectives of...
Format: software, multimedia
Publisher / Publication Date: Films Media Group 2005
View online at AVOD
Summary: No product can be all things to all people-not even Wheelie Cheese. In this program, the principles of carving up a market are addressed. Topics under investigation include market characteristics such as demographics, lifestyle, usage level, geographic area, and benefits sought; the 80/20 Principle; undifferentiated, concentrated, and differentiated targeting strategies; and positioning...
Format: software, multimedia
Publisher / Publication Date: Films Media Group 2005
View online at AVOD
Summary: Product, price, place, and promotion are the nuts and bolts of the marketing plan, and apply equally to deodorant and action figures. After a quick overview of the Four P's, this program focuses on the first two: product and price. In part one, the classification of consumer products is divided up into convenience, shopping, and specialty products, while the product life cycle is tracked from...
Format: software, multimedia
Publisher / Publication Date: Films Media Group 2005
View online at AVOD
Summary: Who needs that product, anyway? This program provides the inside scoop on how to gather consumer data. Sources of secondary information from the government-including the Statistical Abstract of the United States and materials obtained through FOIA requests-and from syndicates such as ACNielsen are considered. Methods of gathering primary information, such as focus groups, one-on-one interviews,...
Format: software, multimedia
Publisher / Publication Date: Films Media Group 2005