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Marketing

The product that this company is offering is one that should appeal to a wide range of different consumers - indeed, arguably it should appeal to all humans since each of us needs to make an excuse at one time or another. However, this does not mean that it does not need to be marketed in a thoughtful manner. For example, while it might be tempting to market the book to 12-step groups on the grounds that members of such groups are likely to have more to make excuses for than the average individual, such a marketing strategy would no doubt be perceived as insensitive, not only to the members of these groups but to others as well.

The key to marketing this book is to emphasize the fact that the excuses being presented in this book are done so in the spirit of asking for forgiveness, an important element of the majority of the world's religions as well as an important element of humanistic philosophy. There is also a distinctly humorous element to the book, and this can be emphasized in the marketing literature as well.

The current major marketing method is the company's website, and while this will be an important ongoing part of the company's strategy it cannot be its only element. The company will also have to market its books through the major online book-buying services, i.e. Amazon and Barnes and Noble. Selling through both services will reduce the profit made on each book by 55 percent; however, the increased volume that will result and the increased exposure will be sufficient to compensate for the reduced price per book. (It is also simply a necessity of working in this industry in this day and age: Amazon is a force that cannot be ignored.)

The company is also considering buying ads on Google that will be linked to any search that contains the word "excuse". This is a relatively more expensive option with no set price (the cost for the ads is determined by the numbers of hits that each ad attracts, working out to roughl...

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Marketing. (1969, December 31). In LotsofEssays.com. Retrieved 19:39, March 28, 2024, from https://www.lotsofessays.com/viewpaper/1688141.html