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)Buy ads in all the major trade journals that explain the variety of surfaces available and what uses each has.
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

The key element in developing a marketing strategy for L. M. Schofield, Inc. is to communicate with contractors using direct mail about the various walking surfaces that the company can create for riding and walking paths. This approach directly targets the potential customers and informs them about the product and its uses. The other options do not have the same level of focus on the target market or may not be as cost-effective.

Which of the Following Statements Reflects the Key Elements in Developing