Harland & Wolff in Belfast, North Ireland, makes oceangoing vessels. (It was the company that built the Titanic.) Last year its primary customer was the US government. What would you expect Harland & Wolff to rely on to promote its vessels?

Question

Quizplus · Accepted Answer

Since its primary customer is the US government, a large and complex organization, personal selling would be the most effective way to market Harland & Wolff's vessels. This involves building relationships with key decision-makers within the government, presenting the benefits of the vessels, and negotiating contracts. Advertising and sales promotion may not be as effective since the target audience is specific and the purchase decision is made on a long-term basis. Product innovations and direct marketing may be important too, but personal selling would be the most effective choice.

Harland & Wolff in Belfast, North Ireland, Makes Oceangoing Vessels