MGMA01H3 Lecture : Chapter 14 Marketing.docx
Document Summary
Promotion mix (marketing communications mix): the specific blend of promotion tools that the company uses to persuasively communicate customer value and build customer relationships. Sales promotion: short-term incentives to encourage the purchase or sale of a product or service. Personal selling: personal presentation by the firm"s sales force for the purpose of making sales and building customer relationship. Public relations: building good relations with the company"s various publics by obtaining favourable publicity, building up a good corporate image, and handling or heading off unfavourable rumours, stories, and events. Direct marketing: direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships. Consumers don"t distinguish between message sources, messages from different media all become part of a single message about the company. Conflicting messages from these different sources can result in confused company images, brand positions, and customer relationships.
