Chapter 16 - Promotional Planning for Competitive Advantage...

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Chapter 16 1 Marketing 16 CHAPTER Promotional Planning for Competitive Advantage
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Chapter 16 2 Learning Outcomes Explain the concept of promotion and discuss the role of promotion in the marketing mix Discuss the elements of the promotional mix Describe the communication process and discuss the AIDA concept Describe the factors that affect the promotional mix LO LO LO LO
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Chapter 16 3 Explain the concept of promotion and discuss the role of promotion in the marketing mix The Concept of Promotion and Its Role in The Concept of Promotion and Its Role in the Marketing Mix the Marketing Mix LO
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Chapter 16 4 LO The Concept of Promotion Communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response. Promotion
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Chapter 16 5 Goals and Tasks of Promotion LO Informing Reminding Persuading Target Audience
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Chapter 16 6 Goals and Tasks of Promotion LO Increase awareness Explain how product works Suggest new uses Build company image Informative Promotion
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Chapter 16 7 Goals and Tasks of Promotion LO Encourage brand switching Change customers’ perceptions of product attributes Influence immediate buying decision Persuade customers to call Persuasive Promotion
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Chapter 16 8 Goals and Tasks of Promotion LO Remind customers that product may be needed Remind customers where to buy product Maintain customer awareness Reminder Promotion
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Chapter 16 9 LO The Role of Promotion in the Marketing Mix Overall Marketing Objectives Marketing Mix Product Place Promotion Price Target Market Promotional Mix Advertising Public Relations Personal Selling Sales Promotion Promotion Plan
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Chapter 16 10 LO Promotional Strategy
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Chapter 16 11 LO Competitive Advantage Unique features Excellent service Low prices Rapid delivery High product quality
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Chapter 16 12 Discuss the elements of the promotional mix The Promotional Mix The Promotional Mix LO
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Chapter 16 13 The Promotional Mix LO Combination of promotion tools used to reach the target market and fulfill the organization’s overall goals.
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