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Ch13_NE - Prepared by Deborah Baker Prepared by Deborah...

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Unformatted text preview: Prepared by Deborah Baker Prepared by Deborah Baker Texas Christian University Texas Christian University Canadian Adaptation by Miguel Morales Canadian Adaptation by Miguel Morales Saint Mary’s University Saint Mary’s University COPYRIGHT © 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved Marketing Communication and Personal Selling Chapter 13 2 COPYRIGHT © 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved Learning Objectives 1. Discuss the role of promotion in the marketing mix. 2. Discuss the elements of the promotional mix. 3. Describe the communication process. 3 COPYRIGHT © 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved Learning Objectives (continued) 4. Explain the goal and tasks of and the AIDA concept. 5. Describe the factors that affect the promotional mix. 6. Discuss the concept of integrated marketing communications. 4 COPYRIGHT © 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved Learning Objectives (continued) 7. Describe personal selling. 8. Describe the Discuss the key differences between relationship selling and traditional selling . 9. List the steps in the selling process. 10. Describe the functions of sales management. 5 COPYRIGHT © 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved Promotion Communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response. 6 COPYRIGHT © 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved Promotional Strategy A plan for the optimal use of the elements of promotion: Advertising Advertising Public Relations Public Relations Personal Selling Personal Selling Sales Promotion Sales Promotion 7 COPYRIGHT © 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved The Role of Promotion Overall Marketing Overall Marketing Objectives Objectives Marketing Mix Marketing Mix • Product Product • Distribution Distribution • Promotion Promotion • Price Price Target Market Target Market Promotional Mix Promotional Mix • Advertising • Public Relations • Personal Selling • Sales Promotion Promotion Plan Promotion Plan Exhibit 13.1 8 COPYRIGHT © 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved Differential Advantage Unique Features Excellent Service Low Prices Rapid Delivery High Product Quality Features that Provide Differential Advantage 9 COPYRIGHT © 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved Promotional Mix Combination of promotion tools used to reach the target market and fulfill the organization’s overall goals. 10...
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Ch13_NE - Prepared by Deborah Baker Prepared by Deborah...

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