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Unformatted text preview: customer relationships appear sooner Buyer feels great need to listen and respond Sales Promotion Attract customer attention, offer incentives, and can be used to dramatize the product offers Usually short lives and not as effective as advertisements Public Relations Reach prospects that avoid salespeople and advertisements Message gets to buyers as “news” rather than a sales pitch Direct Marketing Direct marketing is less public, the message is directed to one person It is immediate and customized, messages can be prepared quickly and can be tailored to specific customers It is interactive, it allows dialogue between the marketer and the consumer Promotion Mix Strategies • Two basic promotion mix strategies push promotion or pull promotion Push strategy involves pushing the product though marketing channels to final consumers. The producer promotes the product to channel members who will promote it to the final customer Pull strategy the producer directs its marketing activities toward the final consumers...
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This note was uploaded on 04/08/2014 for the course MKTG 304 taught by Professor Nyer during the Fall '12 term at Chapman University .
- Fall '12