Chapter 14 Outline - Chapter 14 Outline I. The Role of...

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Chapter 14 Outline I. The Role of Promotion the Marketing Mix a. Promotion i. Communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response b. Promotional Strategy i. A plan for the optimal use of the elements of promotion: advertising, public relations, personal selling, and sales promotion c. Competitive Advantage i. One or more unique aspects of an organization that cause target consumers to patronize that firm rather than competitors II. The Promotional Mix i. The combination of the promotional tools, including advertising, public relations, personal selling, and sales promotion, used to reach the target market and fulfill the organizations overall goals b. Advertising i. Impersonal, one way mass communication about a product or organization that is paid for by a marketer c. Public Relations i. The marketing function that evaluates public attitudes, identifies areas within the organization the public may be interested in, and executes a program of action to earn public understanding and acceptance ii. Publicity: public information about a company, product, service, or issue appearing the mass media as a news item d. Sales Promotion i. Marketing activities, other than personal selling, advertising, and
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Chapter 14 Outline - Chapter 14 Outline I. The Role of...

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