MKT 100 Lecture Notes - Lecture 12: Direct Selling, Personal Selling, Massachusetts Route 2

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Fathima Saleem

Document Summary

Lecture 12- promotion and review (chapters 14, 15, 16) Eg. of pull strategy: a bakery uses tv advertising for its products. Promotion is the 4th part in the 4th step of the strategic marketing planning process: promotion strategies (promotion mix, personal selling a. i. Some products require the help of a salesperson a. ii. More expensive than other forms of promotion a. iii. Salespeople can add significant value, which makes the expense worth it: sales promotion b. i. Can be aimed at both end user consumers or channel members b. ii. Used in conjunction with other forms of imc to stimulate demand b. iii. Can be used for both short-term and long-term objectives b. iv. Types of consumer sales promotions b. iv. 1. b. iv. 2. (also in textbook) b. iv. 3. However the cost to print, produce the coupon is a part of advertising which is a fixed cost b. iv. 4. You buy and then gain something else free in return b. iv. 4. b.