Which of the following statements reflects the key elements in developing a marketing strategy for L.M.Schofield,Inc. ,a company that produces specialized concrete surfaces for heavily trafficked areas such as retail outlets and amusement parks?
A)Subscribe to all the major trade journals to determine the offerings of competitors.
B)Communicate with contractors using direct mail about the various walking surfaces Schofield can create for riding and walking paths.
C)Design a sample ad and test it using visitors at a trade show.
D)Hire six new sales representatives for the Midwest regional office and train them on all aspects of concrete surfaces.
E)Conduct a focus group to decide on which surface to use for a theme park in Brazil.

Question

Quizplus · Accepted Answer

Communications with contractors is the only answer that both identifies a target market (contractors building riding and walking paths)and describes the marketing program to reach it (direct mail to communicate the variety of surfaces).All the other alternatives are examples of marketing tactics.

Which of the Following Statements Reflects the Key Elements in Developing