Essay - Strategic Competition vs. Team Cooperation Marketing Strategy of Introduction...

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Strategic Competition vs. Team Cooperation

Marketing Strategy of


An online retailer ***** nutritional supplements and alternative medicine, Herbal Advisor has a marketing staff of 10 Product Marketing Executives (PMEs) among whom; around 10 thousand products (incl. variations) ***** the Web Site are evenly distributed for their paid Web Marketing. The study reveals how strategic competition proves to be more effective than team cooperation in achieving the company's targets.


***** team mem*****r's initial assignment was to generate as many "specific" search terms ***** possible from every unique product name for paid submissions in, and which were two of ***** main search engines where the company's Web Marketing was done.

***** the help of ADManagerTM - a st*****te-of-the-art Tracking System of the company, every PME could moni*****r the revenue generated from each search term, as well ***** the advertising cost incurred thereon, specifically in each ***** engine.

Flaws in ***** Cooperation

***** ***** *****itially followed a ***** policy that ***** based on Team *****. According to this, the team was given a collective task ***** search term generation and submission without evenly distributing the products ***** marketing among them. The results led to an incredibly high advertising cost that was beyond budgeting, ***** sales way too low than that which was forecasted.

When discovered, it was noticed that the team did not take ***** pain in even understanding the product types, or knowing the ***** carried by the Web Site's inventory. They *****ly generated all heath-related search *****s that they found to have high click-through ratio. Consequently, the generated search terms ***** general words like "nutrition," "weight loss," "hair care," "fitness," "diet," etc. that got the website innumerable visitors, but almost none that converted to a buyer.

When it was individually inquired from each PME, the general reply was that they knew web marketing, but did not know how to generate revenue through the activity. They had collectively done their job with loyalty, but if their was no buyer, it ***** as a result of consumer psychology that he comes to t***** Web Site for information, and goes ***** the local pharmacy for buying.

***** ***** Strategic *****

***** management, instead of replacing its entire marketing staff, revised its marketing strategy ***** assigned all the products among the *****. They were told to generate search ***** ***** their names. Thus, each PME had his search terms that he / she monitored. The basic salaries ***** reduced and a commission was ***** upon revenue ***** by the sales of the products of each PME. Any search term incurring advertising cost beyond a set cap, got the extra ***** recovered ***** ***** respective *****'s *****.

The results showed the following:

All general search terms were automatically removed as every PME refused to ***** them in his / her account due to the ad-cost recovery policy

The Search Term Inven*****ry got over 4000 "specific" ***** terms per Search Eng*****e

***** ***** showed a monthly increase of 31.47%

The advertising cost


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