Marketing: Integration and Reflection, Essay Example

The behavior of markets is easy to understand when there is coordination in all areas that determine the manner in which a new product is introduced into the market. Organizational characteristics determine branding strategy decisions that are adopted. These decisions might relate to the size of the market, clientele and future branding prospects.

For distribution strategies to succeed, managers must ensure that communication within the firm is efficient. Although cross-functional information sharing strategies can be good, they might fail in terms of ensuring that there is credibility all the time. They might end up being more of bureaucratic procedures than practical engagements. This, in turn, might negatively affect any ongoing branding and promotion strategies.

Pricing strategies are determined largely by the established trends in a particular line of products, cost of production and consumer expectations. Pricing and branding efforts go hand in hand. The price of a new brand that is at the entry level should be low. Once the product has cut out a niche in the market, the price will gradually be increased.

Today, internet technologies are at the heart of all marketing strategies that modern firms are adopting. Firms that have used the internet marketing for a long time find that the challenge of carrying a marketing audit is very real. This is largely because of the global orientation of this new marketing strategy. The importance of such an audit depends on the extent to which firms depend on internet marketing in order to reach consumers.

In order to reduce the cost of promotion, marketing and distribution, viable transportation formulas should be conceived and adopted. The inventory costs should be kept at the minimum. Basically, the managers of organizations should always strike viable trade-offs in all these costs in order to reap maximum profits.

Direct shipping is a distribution strategy whereby separate loads are delivered to each customer. On the other hand, peddling is a strategy whereby one load is dispatched to many customers at the same time. The choice between these two strategies depends on size of shipment.

Many sensitive analyses need to be carried out in order to determine proper strategies in distribution. It should be borne in mind that in most cases, distribution costs have a stronger influence on final pricing. The only exception here could be situations when an ambitious branding and marketing strategies are being adopted.

Pricing is a sensitive issue that can make or break a brand. Many companies depend on price simulators and in-market tests in order to determine what to ask of customers in exchange for the product or service and when to do it. Historical price sensitivities in a particular line of products are also worth revisiting in search for insights on sustainable strategies. Historical sales data also offers helpful clue on consumer response to pricing vis-à-vis any ongoing branding and promotion campaigns.

In conclusion, research on product management should be centered on a holistic marketing approach. In this case, there has to be cross-functional communication within the organization in order for the target market to perceive the product positively.  When the product is introduced into the market for the first time, product management research, while being exploratory in nature, should be centered on sound objectives.