Paper Summary:

This paper discusses the Sonic 1000 personal digital assistant (PDA). It analyzes factors contributing to the pricing of the PDA and then discusses issues of its marketing. The paper then describes the promotion of the product and analyzes Sonic's most effective promotional tools. Finally, the paper analyzes the marketing efforts of the company and their success.

Table of Contents:
Pricing
Promotion
Evaluating Marketing Efforts

From the Paper:

"'Evaluation and control' is a final but important stage to any marketing plan. In order to conclude if Sonic has successfully implemented it, the marketing manager must confront the results obtained with the pre-established standards. This means that he/she will have to check if the market share achieved during the first and second year is 3%, and respectively, 6%, if the brand awareness has reached the desired level or if the distribution network (encompassing web sites like Amazon.com and 50 U.S. top distributors) has been properly covered. If there is a discrepancy between expectancies and results, the organization will identify the causes and try to eliminate them."

Sample of Sources Used:

• Kotler, P., & Keller, P. (2003). Marketing Management (12th Ed.). Upper Saddle River: Prentice Hall.
• Kotler, P. (1986). Principles of Marketing. Englewood Cliffs, New Jersey: Prentice-Hall.
• How to Write a Marketing Plan (2007). On the Internet at: http://www.knowthis.com/tutorials/marketing/marketingplan1.htm. Retrieved March 22, 2007.
• Information on Sales Promotion (2007). On the Internet at: http://en.wikipedia.org/wiki/Sales_promotion. Retrieved March 22, 2007.

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