MKTG 396 Lecture Notes - Lecture 14: Marketing Buzz, Sales Promotion, Mobile Marketing
Document Summary
The specific blend of promotion tools that the company uses to persuasively communicate customer value and build customer relationships. Carefully i(cid:374)tegrati(cid:374)g a(cid:374)d (cid:272)oordi(cid:374)ati(cid:374)g the (cid:272)o(cid:373)pa(cid:374)y"s (cid:373)a(cid:374)y communications channels to deliver a clear, consistent and compelling message about the organization and its products. Buyer-readiness stages the stages consumers normally pass through on their way to making a. Pull strategy purchase, including awareness, knowledge, liking, preference, conviction and the actual purchase. Channels through which two or more people communicate directly with each other, including face to face, on the phone, via mail or email, or even through an internet chat. Personal communications about a product between target buyers and neighbours, friends, family members, associates. Cultivating opinion leaders and getting them to spread information about a product or service to others in their communities. Media that carry messages without personal contact or feedback, including major media, atmospheres, and events. Setting the promotion budget at the level management thinks the company can afford.
