MGT 3300 Chapter Notes - Chapter 13: Kanal D, Ideas Group, Dont
Document Summary
Promotion communicating info between seller and potential buyer or others in the channel to influence attitudes and behavior. Involves telling tm that the right product is available at the right place at the right. Personal selling involves direct spoken communication between sellers and potential customers. Desirable to combine personal selling with mass selling and sales promotion: mass selling involves advertising and publicity. Mass selling communicating with large numbers of potential customers at the same time. Less flexible than personal selling, but when tm is large and scattered, ms can be less expensive. Advertising any paid form on non-personal presentation of ideas, goods, or services by an identified sponsor. Publicity any unpaid form of nonpersonal presentation of ideas, goods, and serv. Attract attention to firm without having to pay media costs. Sales promotion refers to promotion activities other than advertising, publicity, and personal selling that stimulate interest, trial, or purchase by final customers or other in the channel.
