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

Info iconThis preview shows pages 1–11. Sign up to view the full content.

View Full Document Right Arrow Icon
CHAPTER 14 PROMOTION STRATEGY
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
PROMOTION STRATEGY Communication Process Major Promotion Areas Sales Promotion Publicity Advertising Selling
Background image of page 2
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
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
MAJOR PROMOTION AREAS Push and Pull Strategy Promotion Decision Process Promotion Objectives Promotion Budgets Promotion Mix
Background image of page 4
PUSH AND PULL STRATEGY Push Strategy Spending major part of promotion expenses toward retailers Pull Strategy Spending major part of promotion expenses toward consumers
Background image of page 5

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Pull Strategy Push Strategy Manufacturer Manufacturer Wholesaler Wholesaler Retailer Retailer Consumer Consumer Promotion Emphasis
Background image of page 6
PROMOTION DECISION PROCESS Target Market Promotion Objectives Select Promotion Tools Select Delivery Systems Commit Resources Measure Promotion Effectiveness Execute Promotion Strategy
Background image of page 7

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
PROMOTION OBJECTIVES Communication Objectives To inform To remind To persuade Behavior Objectives To sell To take some action
Background image of page 8
SETTING PROMOTION BUDGETS Affordable Method Percentage-of-sales Method Competitive Parity Objective-and-task Method
Background image of page 9

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
PROMOTION MIX Sales Promotion Publicity Advertising Selling
Background image of page 10
Image of page 11
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 04/24/2010 for the course MARK 3336 taught by Professor Cox during the Spring '10 term at University of Houston - Downtown.

Page1 / 42

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

This preview shows document pages 1 - 11. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online