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Marketing

Item: Pentax PocketJet 3 with Bluetooth

The final component of the Strategic Marketing Plan is the Marketing Mix. The Marketing Mix is the set of decisions about price, communications and promotion, product policy, channels of distribution, and customer relationship management. Only by addressing these elements can you actually implement your marketing strategy. You will focus on communications and promotion, following an integrated marketing communications (IMC) approach. Such an approach delivers a clear and consistent message to your consumers.

Provide a detailed description of your IMC approach and the corresponding promotion strategy necessary to send your message to your target market. (For example, the elements of the promotion strategy include: advertising, personal selling, public relations, direct marketing, and sales promotion) and how you would use them to communicate with your target segment.

Explain your rationale for choosing these specific elements.
Describe the message you wish to communicate based on your core strategy and explain your rationale for the message.
Develop a strategy to measure the effectiveness of the IMC.

Has the internet played any role in how you developed your marketing approach? Why or why not?


ABOUT THE PRODUCT

Pentax has introduced a new Bluetooth capable device called the Pentax PocketJet 3. This is a portable printer product with optional Bluetooth wireless connectivity which means one will be able to send documents for printing over Bluetooth from portable devices such as laptops, and PDAs, and even mobile phones.

The printer measures 10.04 inches wide and weighs less than one pound. Bluetooth is an optional add on to the printer which would allow remote devices the ability to print wireless to this printer.

It has got following features:
# USB and IrDA support
# High powered, long lasting battery
# User friendly indicator lights

STRATEGIC MARKETING PLAN
MEANING OF MARKETING PLAN
A...