This activity is important because as a marketing manager, you must allocate resources to reach your target market. During the strategic marketing process, managers move through three important phases to determine how to optimally allocate resources: a planning phase, an implementation phase, and an evaluation phase. In this interactive exercise, you are asked to review various strategic marketing actions and determine where in the strategic marketing process the action would occur. The goal of this exercise is to demonstrate your understanding of the Strategic Marketing Process and related marketing actions. Proctor and Gamble - is one of many Fortune 500 firms using neuro-marketing to research customers by subjecting them to an MRI brain scanning device while they are asked questions.
Specialized Bicycle - is using a Gaantt chart to develop the schedule for the launch of its new product lines for the spring biking season.
Konica Minolta- is always collecting data on how its photo copiers break down and which parts break. The company uses this information to improve the parts that break down the most, to minimize service calls.
Honda Element - In the development of Honda Element, the marketing team chose "20 somethings" with active lifestyles as the primary target.
Gillette - When gillette introduced, the five blade Fusion razor it estimated what its first five years of sales revenue would be.
Sony Music - As part of executing its marketing plan, Sony Music works with manufacturers of CDs and distributors to make sure that all retailer types have the music in stock when a new album is released.
Oral B - When developing Oral B pro - health for sensitive gums floss, Oral B had the target market if consumers with sensitive gums in mind.
Fischer Price - had a play lab where it can bring in children to let them play with Fischer Price toys to gain an understanding as to how kids currently use its products.
Kimberly Clark - After every new product launch, Kimberly Clark, maker of personal care products, compares its projected sales to the company'd actual sales to see if the firm missed the mark. The company learns from its mistakes to better forecast the sales of future products.
BMW- In developing BMW Z3 Roadster, the company had many marketing mix decisions to make it. Perhaps the most important decision that the price point for the vehicle must be under $30,000.