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Essay / Research Paper Abstract
This 15-page paper is a case study on a fictious compay called Sonic, and how it markets its PDAs. Topics discussed include marketing communications, channel strategy and post-sales service. Bibliography lists 8 sources.
Page Count:
15 pages (~225 words per page)
File: D0_MTsonpda.rtf
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Unformatted sample text from the term paper:
and sells Personal Digital Assistants (PDAs). This marketing director has been asked to write and present a sales strategy to help introduce and promote the new PDA to the market.
The following are specific questions to be answered in terms of sales and distribution of this product. Does Sonic need a direct
sales force or can it sell through agents and other outside representatives? Sonic could probably save itself some money, in fact, by taking
a leave out of what Palm, Inc. did during its early days to promote its new PDA back in the early 1990s (Hoovers Company Profiles, 2002). What this company did
was rather ingenious - it directed its product to the so-called "computer geeks" who loved new gadgets and loved being pioneers in their field (Yoffie and Kwak, 2001). From there,
these "geeks" spread the word about Palm and purchased Palm Pilots as gifts for their friends, relatives and colleagues (Yoffie and Kwak, 2001). As word of mouth is a powerful
motivator to market a product, this helped Palms brand become a well-known one all the way around (Yoffie and Kwak, 2001). Now of
course, that was in the days before PDAs became popular. Still, Sonic could certainly take a leaf from Palms book and work toward stimulating word of mouth among retailers and
customers as opposed to hiring actual sales men and women to sell this product. Toward whom should Sonics sales activities be geared? How can the companys sales activities support
the rest of the marketing plan and the goals that have been set? The bulk of Sonics sales activities should likely be geared
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