marketing_ch13

marketing_ch13 - Chapter 12 Promotion mix: the specific mix...

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Chapter 12 Promotion mix: the specific mix of advertising, personal, selling, sales promotion, public relations, and direct marketing that a company uses to persuasively communicate customer value and build customer relationship Advertising: any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor Sales promotion: short-term incentives to encourage the purchase or sale of a product or service Public relations: 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 Personal selling: personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships Direct marketing: direction connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships- the use of telephone, mail, fax, e-mail, the Internet, and other tools to communicate directly with specific customers Push strategy: a promotion strategy that calls for using the sales force and trade promotion to push the product through channels Pull strategy: a promotion strategy that calls for spending a lot on advertising and consumer promotion to build up consumer demand that will pull the product through channels Advertising objective: a specific communication task to be accomplished with a specific target audience during a specific period of time Affordable method: setting the promotion budget at the level management thinks the company can afford Percentage-of-sales method: setting the promotion budget at a certain percentage of current or forecasted sales or as a percentage at the unit sales price
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Competitive- parity method: setting the promotion budget to match competitor’s outlays Objective-and-task method: developing the promotion budgeted by (1) defining specific objectives (2) determining the tasks that must be performed to achieve these objectives, and (3) estimating the costs of performing these tasks. The sum of these costs is the proposed
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This note was uploaded on 04/07/2008 for the course BUSA 204 taught by Professor Dillenberg during the Spring '08 term at Grove City.

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marketing_ch13 - Chapter 12 Promotion mix: the specific mix...

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