Study Guide - Exam 5

Study Guide - Exam 5 - Marketing Study Guide Exam 5 Chapter...

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Marketing Study Guide Exam 5 Chapter 14 Promotion – communicating information between seller and potential buyer or others in the channel to influence attitudes and behavior (ex. personal selling, mass selling, and sales promotion) Personal selling – direct spoken communication between sellers and potential customers Mass selling – communicating with large numbers of potential customers at the same time. Less flexible Advertising – any paid form of non-personal presentation of ideas, goods, or services by an identified sponsor Publicity – any unpaid form of non-personal presentation of ideas, goods, or services Sales promotion – promotion activities other than advertising, publicity, and personal selling that stimulate interest, trial, or purchase by final customers or others in the channel Sales managers – concerned with managing personal selling, often responsible for building good distribution channels and implementing Place policies Advertising managers – manage their company’s mass-selling effort in TV, newspapers, magazines, and other media. Public relations – communication with non-customers including labor, public interest groups, stockholders, and the government Sales promotion managers – manage their company’s sales promotion effort Integrated marketing Communications – the intentional coordination of every communication from a firm to a target customer to convey a consistent and complete message AIDA model –
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This note was uploaded on 07/09/2008 for the course BCOR 2400 taught by Professor Rexmoody during the Fall '08 term at Colorado.

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Study Guide - Exam 5 - Marketing Study Guide Exam 5 Chapter...

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