學門類別
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Cantel Inc.
內容大綱
Cantel Inc. had just been granted a license from the Canadian Department of Communications to provide a national air network for a new mass communications technology, cellular radio communications. In devising a marketing strategy, the management team questioned whether the company should be involved in the provision of a complete cellular package, including the promotion, sales, installation and maintenance of both cellular telephones and network subscriptions. In addition, they were considering alternative distribution channels for bringing cellular to potential end users, and pricing and promotional programs were not yet finalized.
學習目標
<ul><li>To practice developing a marketing strategy for a new service.</li><li>To examine vertical marketing in practice.</li><li>To practice using market research to set marketing strategy and to forecast sales.</li><li>To show the difficulty of creating markets for new services.</li><li>To illustrate the differences between marketing products as opposed to services.</li></ul>