Chapter 16 - Promotional Planning for Competitive Advantage...

Info iconThis preview shows pages 1–14. Sign up to view the full content.

View Full Document Right Arrow Icon
Chapter 16 1 Marketing 16 CHAPTER Promotional Planning for Competitive Advantage
Background image of page 1

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

View Full DocumentRight Arrow Icon
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
Background image of page 2
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
Background image of page 3

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

View Full DocumentRight Arrow Icon
Chapter 16 4 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
Background image of page 4
Chapter 16 5 Goals and Tasks of Promotion Informing Reminding Persuading Target Audience
Background image of page 5

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

View Full DocumentRight Arrow Icon
Chapter 16 6 Goals and Tasks of Promotion Increase awareness Explain how product works Suggest new uses Build company image Informative Promotion
Background image of page 6
Chapter 16 7 Goals and Tasks of Promotion Encourage brand switching Change customers’ perceptions of product attributes Influence immediate buying decision Persuade customers to call Persuasive Promotion
Background image of page 7

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

View Full DocumentRight Arrow Icon
Chapter 16 8 Goals and Tasks of Promotion Remind customers that product may be needed Remind customers where to buy product Maintain customer awareness Reminder Promotion
Background image of page 8
Chapter 16 9 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
Background image of page 9

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

View Full DocumentRight Arrow Icon
Chapter 16 10 Promotional Strategy
Background image of page 10
Chapter 16 11 Competitive Advantage Unique features Excellent service Low prices Rapid delivery High product quality
Background image of page 11

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

View Full DocumentRight Arrow Icon
Chapter 16 12 Discuss the elements of the promotional mix The Promotional Mix The Promotional Mix LO
Background image of page 12
Chapter 16 13 The Promotional Mix Combination of promotion tools used to reach the target market and fulfill the organization’s overall goals.
Background image of page 13

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

View Full DocumentRight Arrow Icon
Image of page 14
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 05/03/2010 for the course MKTG 201020 taught by Professor J.j during the Spring '10 term at Northeastern.

Page1 / 43

Chapter 16 - Promotional Planning for Competitive Advantage...

This preview shows document pages 1 - 14. Sign up to view the full document.

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