14_Promotion%20Strategy - CHAPTER 14 PROMOTION STRATEGY...

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CHAPTER 14 PROMOTION STRATEGY
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PROMOTION STRATEGY Communication Process Major Promotion Areas Sales Promotion Publicity Advertising Selling
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COMMUNICATION PROCESS Process Marketing Application Source Sender of message to specific target market Encode Put message in a form the receiver will understand Message Send message through a personal or nonpersonal channel Decode The meaning assigned by the receiver Receiver Target market receiving the message
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MAJOR PROMOTION AREAS Push and Pull Strategy Promotion Decision Process Promotion Objectives Promotion Budgets Promotion Mix
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PUSH AND PULL STRATEGY Push Strategy Spending major part of promotion expenses toward retailers Pull Strategy Spending major part of promotion expenses toward consumers
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Pull Strategy Push Strategy Manufacturer Manufacturer Wholesaler Wholesaler Retailer Retailer Consumer Consumer Promotion Emphasis
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PROMOTION DECISION PROCESS Target Market Promotion Objectives Select Promotion Tools Select Delivery Systems Commit Resources Measure Promotion Effectiveness Execute Promotion Strategy
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PROMOTION OBJECTIVES Communication Objectives To inform To remind To persuade Behavior Objectives To sell To take some action
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SETTING PROMOTION BUDGETS Affordable Method Percentage-of-sales Method Competitive Parity Objective-and-task Method
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PROMOTION MIX Sales Promotion Publicity Advertising Selling
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