Реферат: Marketing Essay Research Paper r 110499 TR

Marketing Essay, Research Paper

r. 11/04/99 TR 2:30-3:45 Marketing Strategies Penetration Thomas

Nelson uses different marketing strategies to penetrate the market to increase

sales. The NKJV Bible is aggressively marketed when the product falls short

of sales goals or the company is trying to break into a new market. They use

strategies such as paying Christian music groups to encourage and sell the

Bible while they are on tour singing. The most important strategy is the NKJV

relaunch. This technique is a promotional that pushes extra advertising

through different avenues such as bookstore displays, magazines (Christian

retail and consumer magazines), increasing advertising on TV/Radio, and

direct mailing. Market Development The NKJV Bible has covered all the

markets that were intended by Thomas Nelson. Unless something new

occurs in the industry they cannot sell there. The product is at a mature stage

of development. They have different market divisions that sell the Bible all

over the world. The International Division sells translated versions into other

languages. The Trade Division sells the NKJV to bookstores everywhere

with an established relationship. The Mass Marketing Division sells the

NKJV to businesses, non-profit and profit, and all ministries. The Direct

Division sells the NKJV through telemarketing and direct mailing. Product

Development Thomas Nelson is always trying to find out new and improved

ways to satisfy the customer through product development. The Marketing

Division team is constantly studying the market and researching what

products they like and how to fulfill consumer needs. During this process the

Publishing Division meets with the Sales Division to find out what the

consumer needs. After this is done they take a new idea to the board. One of

the most recent developments is a new Bible for children that have a

night-light so they can read it at night. Another new product is the girls Bible

that has a strap like a purse. Thomas Nelson is constantly trying to find new

ways to satisfy consumer needs through R&D. Diversification Thomas

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