By Graham Robinson (auth.)
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Extra resources for Making Sense of Marketing
The possible number of combinations is enormous and professional advice in devising a promotion programme is highly desi rable. In the above example the company might well: • attract attention and arouse interest in its robotic arms by the carefu I use of advertising space in The Engineerand similar journals • stimulate and reinforce desire for the product's benefits by editorial coverage such as: in-depth articles and press releases • facilitate action (in the form of buying decisions) through personal contact with a company representative.
Products and services may be delivered direct to the ultimate users/consumers. Alternatively they may be distributed through a network of intermediaries, including such organisations as wholesalers, mail order houses, cash and carry companies, multiple retailers and department stores. They may use salaried (or commission-based) sales personnel or they may use self-employed agents to sell on their behalf. Figure 15 indicates a selection of possible routes for a garment manufacturer wishing to sell a range of ladies clothing.
G. providing enough working capital to finance growth) for this phase. Product maturity Atthis stage growth in sales will have flattened out. Any further growth arises merely from an increase in total market rather than an increase in market share. The maturity phase can be extremely long. Indeed some of the best known branded products have been in existence for 30-50 years. Mature products are today's breadwinners. They must not be disparaged. The original investment may have been recovered many times by a mature product and the true economic value to the business is immense.