Possis Medical Invests a Significant Proportion of Their Promotional Budget

question 4

Essay

Possis Medical invests a significant proportion of their promotional budget in trade shows. Management, however, wonders whether they are getting the proper return on this sizeable investment. Propose a set of guidelines that the firm might use in designing a more effective trade show communications strategy and in evaluating trade show performance.

---

Definitions:

Gender Roles

Socially constructed roles, behaviors, activities, and attributes that a given society considers appropriate for men and women.

Social Construction

The theory that aspects of our reality and knowledge are not inherently natural but rather constructed by society.

Science and Technology

Refers to the fields that deal with the systematic study of the physical and natural world through observation and experiment, and the application of scientific knowledge for practical purposes, respectively.

Sociology

The scientific study of society, including patterns of social relationships, social interaction, and culture.