MKT 100 Lecture 11: MKT100_Week11

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Steven Chuang

Document Summary

Ignores importance of digital media (not so new anymore) Influence through a third party (e. g. the media) 1 star increase = 9% increase in sales revenue. Samples, coupons, rebates, price packs, logo"d items, etc. Accounts for 7^% of all marketing expenditures for packaged- good companies. Form of advertising whereby organizations communicate straight to the customer. Accounts for 54% of all ad expenditures in us. Personal selling builds buyer confidence and provides evidence of customer service. How big is the target market? (mass or customized) push product through the channel with goal of getting channel members to push it to their customers. Direct promotion mix to channel members to gain their cooperation in ordering & stocking product. Personal selling and sales promotions play major roles. Direct selling to customers in showrooms or face to face. Negotiation with retailers to stock your product. Efficient supply chain allowing retailers an efficient supply.