Lecture (WK7)

Lecture (WK7) - Lecture(WK7 ChapterXIV PROMOTION Promotion:...

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Lecture (WK7) Chapter XIV PROMOTION SEVERAL PROMOTION METHODS ARE AVAILABLE Promotion: Involves communicating information between seller and buyer to  influence attitude and behavior   A) Personal Selling: Direct spoken communication   B) Mass Selling: Communicating with a large number of customers advertising:  Paid form of nonpersonal ideas, etc.   C) Publicity: Unpaid form of nonpersonal ideas, etc.   D) Sales Promotion: Activities other than A, B, and C, which stimulate interest,  trial, purchase, etc.  WHICH METHODS TO USE DEPEND ON PROMOTION OBJECTIVES Reinforcing present attitudes or changing attitudes and behavior Three types of promotion objectives:   1) Informing: educating   2) Persuading: Develop favorable attitudes   3) Reminding: Repeat sales PROMOTION REQUIRES EFFECTIVE COMMUNICATION The communication process.  Note: Different audiences see the same message in different ways. When indirect channels are best -- middlemen can often help producers serve  Ron_Knapp_L7.doc
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customer needs at a lower cost.  HOW TYPICAL PROMOTION PLANS ARE BLENDED/INTEGRATED Pushing: uses personal selling, advertising, sales promotion. Sales people 
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This note was uploaded on 06/15/2010 for the course MK 351DLB taught by Professor Joibascomb during the Spring '10 term at Park.

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Lecture (WK7) - Lecture(WK7 ChapterXIV PROMOTION Promotion:...

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