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Choosing the most
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IDEA
benchmarks to make a field marketing project more
effective
·
Right Target:
The product must be introduced to the right target
respondents.
·
Right
Quantity:
There must be no loss of samples in volume. The
promoters will distribute just the stipulated quantity
to the target consumers, till the last one. All
promoters will be trained about the project
requirements. All their tasks will be checked strictly
during the fieldwork duration.
·
Right Message:
There must be an accurate, complete, and persuasive
communication of the product message. Promoters are
fully briefed about the product single-minded
characteristics and benefits.
·
Right
Attitude:
Promoters must have a polite and enthusiastic manner
when contacting consumers. They are prepared to handle
most common issues. They must listen carefully to the
consumer’s comments and leave an explanation. They must
be consumer-driven.
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