FULL GENERATING ALTERNATIVES OUTLINE

Copyright 2002, Professor Jerome M. Katrichis

 

V.            GENERATION OF ALTERNATIVE MARKETING PROGRAMS

                A.            Alternative Objectives/Strategies/Missions

                B.            Marketing Mix/Program Alternatives

                                1.             Product Development\Management

                                                a.             Product Line Width Alternatives

                                                b.             Product line depth alternatives

                                                c.             Product line consistency alternatives

                                2.             Price and discount policy

                                                a.             Objectives - Alternatives

                                                b.             Execution - Alternatives

                                3.             Promotion

                                                a.             Personal Selling Strategy

                                                                1.             Sales Coverage\Service Level

                                                                2.             Types of Salespeople\Training Level

                                                                3.             Incentives to sell

                                                                4.             Sales Organization

                                                b.             Advertising

                                                                1.             Theme

                                                                2.             Execution

                                                                3.             Media

                                                                                a.             reach

                                                                                b.             frequency

                                                c.             Sales Promotion

                                                                1.             Objectives

                                                                2.             Schedule

                                                d.             Public Relations

                                4.             Distribution

                                                a.             Channels

            b.            Outlets