Question

Gloria, a marketing manager at Big Three Inc., is preparing for the launch of a new product. The company's top management wants to keep its spending strategy low key. To convince the top management that the new product needs an aggressive entry, Gloria should promote the marketing cost associated with the launch as a(n) _____.

Answer 1

Answer:

Investment

Explanation:

While launching a new product, a firm has to decide upon the marketing expenditure it is willing to incur based upon the market the product is targeted at and other data and projections.

For some products, an aggressive marketing strategy might be suitable and could be viable in the long run.

In the given case, the marketing manager has decided upon an aggressive marketing strategy for the product which would involve high costs for which the management is not willing.

Thus, the marketing manager in such a scenario needs to convince the management by promoting such marketing costs as an investment cost which shall yield high returns in the near future.