COMMERCE 1E03 Lecture Notes - Lecture 17: Ibm Db2, Decapod Anatomy, The Sequence
19 May 2016
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Document Summary
Promotion: all the techniques sellers use to motivate people to buy products or services; an attempt by marketers to inform people about products and to persuade them to participate in an exchange. Promotion mix: the combination of promotional tools an organization uses. Integrated marketing communication (imc): a technique that combines all the promotional tools into one comprehensive and unified promotional strategy. Interactive promotion: changing the promotion process from a monologue, where sellers tried to persuade buyers to buy things, to a dialogue, in which buyers and sellers can work together to create mutually beneficial exchange relationships. Advertising: paid, non-personal communication through various media by organizations and individuals who are in some way identified in the advertising message. Infomercial: a tv program devoted exclusively to promoting goods and services. Personal selling: the face-to-face presentation and promotion of products and services. Prospecting: researching potential buyers and choosing those most likely to buy.
