COMMERCE 2MA3 Chapter Notes -State Agency For National Security, Linkedin, Direct Marketing
17 Dec 2014
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Document Summary
Selective desire for a specific brand within a product category (more aimed at selective: differentiate the product(cid:224) when consumers regard a firm"s products as different in some way from those of competitors, almost no control over marketing variables like price, accentuate the product"s value(cid:224) greater value (utility) helps justify a higher price in the marketplace, benefits both consumer and business products, stay away from 5(cid:224) quality, value, service, caring, integrity, stabilise sales(cid:224) can stabilize variations in demand cyclical sales. 2) non personal selling(cid:224) includes: advertising, product placement, sales promotion, direct marketing, public relations, sponsorships, guerrilla marketing. 5) public relations involves the firm"s communications and relationships with its various public bodies (cid:224)customers, employees, stockholders, suppliers, government agencies, etc: marketing public relations directly support marketing goals (usually involves relationships with consumers, nonmarketing public relations: general ideas, i. e. m&a, management changes, results, etc, publicity: direct goal of promoting the product; unpaid.
