Apr 19, 2022
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And is sales always done by a salesperson who drives the car to Mexico Phone Number List his customers? Certainly not. It is precisely in a period of uncertainty that it is possible to implement change, such as an inside sales model or accelerated e-commerce transformation. Sellers must advise, provide service and collect information The changed role of advertising For many companies it is tempting to significantly reduce the advertising budget in times of shortages. Something Mexico Phone Number List you can't sell needs no attention, is the thought. Kotler describes 4 alternatives for cutting the advertising budget: 1. Shift the advertising budget to products that are still abundantly available This is an obvious response, but risky. Often the products that are still available in abundance are at the end of their life cycle or have low margins. Advertising on these Mexico Phone Number List products certainly does not always result in an increase in sales. Shift the advertising budget to products that have just been launched and are still at the Mexico Phone Number List beginning of their product lifecycle Products that still need intensive promotion to generate market awareness and interest. The investment in times of shortage will then be paid back more quickly in times of abundance, it is Mexico Phone Number List expected. 3. Shift the advertising budget towards advertising to teach the customer to use the product more economically, or more sustainably This form of advertising can lower the demand for scarce products, reduce the negative effects of less scarce products and build goodwill with the public. This does require nuance and sincerity. This form of advertising can quickly be experienced as a marketing ploy to polish Mexico Phone Number List the image, as is the case with greenwashing. Sponsor messages to defend the company against all forms of criticism imaginable During Mexico Phone Number List the oil crisis, some oil companies ran full-page advertisements explaining that they needed their generous profits to invest in new oil fields and refineries. The effect of this way of advertising has not been demonstrated. Yet it is Mexico Phone Number List widely used again, through social media, through the selective sponsorship of research and even through the promotion of fake news. Advertising Policy Benefit Disadvantage 1. Shift advertising budget to products that are still available Make up excess stock Excess products often at the end of their life cycle, so advertising has little effect, plus low margins 2. Shift advertising budget to products early in the product life cycle Company emerges from the period of shortage faster and better Short-term Mexico Phone Number List effect in turnover is low.