The marketing manager of the Central Air Conditioning division of Scott-Air must develop a marketing plan for 1972, including deciding whether or not to spend more money, and if so, which products to promote, how to promote them, and at what level in the marketing chain the dollars should be spent. This case affords students an opportunity to develop a complete marketing plan. First, each element of the marketing mix--product, place, price, and promotion--must be decided based on customer segmentation and product-positioning decisions. Second, the strategic role of each element of the mix, including the sales force, must be determined. Third, tactical decisions must be specified for each element. The development of a complete marketing plan will improve student understanding of the role of the sales force within a firm's marketing mix.
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