BUSI 520
Motorola Mobility
Liberty University
BUSI 520: Strategic Marketing Management
Q1. Explain the elements of your promotional mix. (Ch. 13)
“The promotion mix as we all know, consists of advertising, personal selling, sales
promotion, direct marketing, internet marketing and publicity” (Sidhanta & Chakrabarty, 2010,
p. 100). Motorola’s advertising consists of a mix of television commercials and online
advertising. While Motorola does supply certain retailers with their phones to sell, Motorola
doesn’t practice personal selling. However, Motorola does practice sales promotion rather often
through either combination purchases of devices and accessories, or discounted prices on
multiple device purchases. For direct marketing, Motorola’s most popular option is emailing
existing customers with deals and discounts. Additionally, they rely on their retail partners to
direct market to customers. Motorola chooses to market on the internet through their direct
website and advertisements on various sites such as Google, YouTube, and Facebook. Finally,
Motorola works on its publicity through its flagship device, the Razr. Motorola uses the reviews
and nostalgia of the product to lure customers in to then introduce them to the rest of the phone
lineup.
Q2. Explain whether you use a push or pull promotional strategy, or a combination of both.
(Ch.13)
A push strategy occurs when a company reaches out to try to put their product in the
hands of the customer. A pull strategy occurs when a company uses marketing to bring a
consumer into their brand. A large part of Motorola’s promotional strategy is bringing their
Motorola Mobility
Liberty University
BUSI 520: Strategic Marketing Management
Q1. Explain the elements of your promotional mix. (Ch. 13)
“The promotion mix as we all know, consists of advertising, personal selling, sales
promotion, direct marketing, internet marketing and publicity” (Sidhanta & Chakrabarty, 2010,
p. 100). Motorola’s advertising consists of a mix of television commercials and online
advertising. While Motorola does supply certain retailers with their phones to sell, Motorola
doesn’t practice personal selling. However, Motorola does practice sales promotion rather often
through either combination purchases of devices and accessories, or discounted prices on
multiple device purchases. For direct marketing, Motorola’s most popular option is emailing
existing customers with deals and discounts. Additionally, they rely on their retail partners to
direct market to customers. Motorola chooses to market on the internet through their direct
website and advertisements on various sites such as Google, YouTube, and Facebook. Finally,
Motorola works on its publicity through its flagship device, the Razr. Motorola uses the reviews
and nostalgia of the product to lure customers in to then introduce them to the rest of the phone
lineup.
Q2. Explain whether you use a push or pull promotional strategy, or a combination of both.
(Ch.13)
A push strategy occurs when a company reaches out to try to put their product in the
hands of the customer. A pull strategy occurs when a company uses marketing to bring a
consumer into their brand. A large part of Motorola’s promotional strategy is bringing their
