Marketing of Power Tools

Paper Summary:

This paper addresses needs for marketing power tools in Australia. Cultural and business concerns with marketing in the Australian economy are outlined to show problems that exist with marketing generally and with the power tools specifically. Suggestions are made for developing a campaign that addresses the strengths of the proposed tool line and realities of the marketplace.

From the Paper:

"Surprisingly, given its view of itself as an innovative and creative society, Australia has never been receptive of marketing as a discipline to add value to product sales and distribution. Perhaps because it has a no-nonsense, show-me-don't-tell-me cultural approach to the marketplace, or perhaps because marketing has simply not fully developed as a function in the Australian economy, Australian society has traditionally viewed marketing with suspicion, if not outright rejection. However, as it enters the global marketplace, this orientation will have to change in relation to both product marketing on the part of corporations and marketing evaluation on the part of consumers. Widing puts it starkly when he writes that "developing a market orientation is likely to enhance business performance"."

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