MKTG 2201 Chapter 12: Chapter 12 Notes
12 Apr 2017
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The promotion mix: promotion mix (marketing communications mix) the specific blend of promotion tools that the company uses to engage consumers, 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. Includes broadcast, print, internet, mobile, outdoor, and other forms. Sales promotion short-term incentives to encourage the purchase or sale of a product or service. Personal selling personal customer interactions by the firm"s sales force for the purpose of making sales and building customer relationships. Public relations (pr) 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. Digital and direct marketing engaging and interacting directly with carefully targeted individual consumers and consumer commodities to both obtain an immediate response and cultivate lasting customer relationships.
