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 aimed at businesses in the entertainment and/or sports industry.
B) Communicate using direct mail about the various walking surfaces Schofield can create for contractors who are building 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. should be to communicate effectively to potential customers about the various concrete surfaces they produce for heavily trafficked areas. Direct mail is a cost-effective and targeted way to reach contractors who are building walking and riding paths. While hiring new sales representatives, designing sample ads, and conducting focus groups are useful tactics, they are not necessarily the key elements of a marketing strategy for this particular product. Buying ads in trade journals can be expensive and not necessarily effective in reaching the target audience. Conducting a focus group to decide on the theme park surface can be useful, but it is not a key element of a marketing strategy.

Which of the Following Statements Reflects the Key Elements in Developing