If you were a dentist at the opposite end of of a strip mall from a coffee shop, how could you get new patients?
If you sold coffee, how could you compete with Starbucks on its home turf in Seattle (or any place else, for that matter)?
Though there are various methods to approach each of these scenarios, the marketing tactics selected should take into account where and when the firm is dealing with customers.
A "where" approach to scenario #1
With the drive-thru lane of a popular coffee shop directly behind a dentist's practice, the dentist used the "where" of the practice as an opportunity to communicate with potential patients.
A "when" approach to scenario #2
McDonald's is taking a direct "when" tact in promoting its espresso via billboards in the Seattle area with messages such as "four bucks is dumb". The current economic climate provides an interesting "when" opportunity for McDonald's to move into Starbucks turf with a lower priced product.