mktg chp12

mktg chp12 - Marketing: An Introduction Chapter 12-...

Info iconThis preview shows pages 1–2. Sign up to view the full content.

View Full Document Right Arrow Icon
Marketing: An Introduction Chapter 12- Communicating Customer Value: Advertising, Sales Promotion, and Public Relations The Promotion Mix 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 relationships 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- direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships- the
Background image of page 1

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

View Full DocumentRight Arrow Icon
Image of page 2
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 04/10/2008 for the course MKTG 290 taught by Professor Zeno during the Spring '08 term at Ramapo.

Page1 / 3

mktg chp12 - Marketing: An Introduction Chapter 12-...

This preview shows document pages 1 - 2. Sign up to view the full document.

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