MKT 100 Lecture Notes - Lecture 26: Personal Selling, Sales Promotion, Target Market

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Yanina Chevtchouk

Document Summary

Promotional tools: methods to inform, persuade or remind consumers about a product. Personal selling: face to face or electronic communication of features and benefits of i. Prescription drugs, target audience: doctors cuz doctor needs to prescribe the drug for the consumer to buy it. Marketers use personal selling to promote this to doctors bc they represent a small, identifiable, busy target market ii. Drug reps make office visits to tell doctors or sponsor lunches and stuff where they tell them about benefits and features with latest research about their products iii. Preferred techniques for high cost products like cars or houses that are not bought regularily (specialized service needed because people need that kind personal selling on this. iv. Personal selling is the most costly form of promotion so only used for high end products bought infrequently or has a technical component. Advertising: aimed at a large target market reached through diff media (print, radio, tv.