Chapter 14 - 14 PrinciplesofMarketing CommunicatingCustomer

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Communicating Customer  Value: Integrated Marketing  Communications Strategy 14 14 Principles of Marketing
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Learning Objectives After studying this chapter, you should be able to: 1. Discuss the process and advantages of integrated  marketing communications in communicating  customer value 2. Define the five promotion tools and discuss the  factors that must be considered in shaping the  overall promotion mix 3. Outline the steps in developing effective marketing  communications 4. Explain the methods for setting the promotion  budget and factors that affect the design of the  promotion mix 14-2
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Chapter Outline 1. The Promotion Mix 2.  Integrated Marketing Communications 3. A View of the Communications Process 4. Steps in Developing Effective  Communication 5. Setting the Total Promotion Budget and  Mix 6. Socially Responsible Marketing  Communication   14-3
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The Promotion Mix The promotion mix  is the specific blend of  advertising, public relations, personal  selling, and direct-marketing tools that the  company uses to persuasively communicate  customer value and build customer  relationships 14--4
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The Promotion Mix Major Promotion Tools Advertising Sales promotion Public relations Personal selling Direct marketing 14-5
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The Promotion Mix Major Promotion Tools Advertising  is any paid form of non-personal  presentation and promotion of ideas, goods,  or services by an identified sponsor Broadcast Print Internet Outdoor 14-6
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The Promotion Mix Major Promotion Tools Sales promotion  is the short-term incentives to  encourage the purchase or sale of a product  or service Discounts Coupons Displays Demonstrations 14-7
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The Promotion Mix Major Promotion Tools Public relations  involves building good relations with  the company’s various publics by obtaining  favorable publicity, building up a good corporate  image, and handling or heading off unfavorable  rumors, stories, and events Press releases Sponsorships Special events Web pages 14-8
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The Promotion Mix Major Promotion Tools Personal selling  is the personal presentation  by the firm’s sales force for the purpose of  making sales and building customer  relationships Sales presentations Trade shows Incentive programs 14-9
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The Promotion Mix Major Promotion Tools Direct marketing  involves making direct connections  with carefully targeted individual consumers to both  obtain an immediate response and cultivate lasting  customer relationships—by using direct mail,  telephone, direct-response television, e-mail, and  the Internet to communicate directly with specific  consumers Catalog Telemarketing Kiosks 14-10
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Chapter 14 - 14 PrinciplesofMarketing CommunicatingCustomer

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