MGTA02H3 Lecture : Chapter 8 Study Guide

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MGTA02H3 Full Course Notes
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Promotion: any technique designed to sell a product. 2 general values to be gained from any promotional activity: communicating information (to influence purchase decisions , creating satisfying exchanges. Marketers use promotions to increase sales, communicate information, position products, add value, and control sales volume. Promotional mix : how to get the product known, four traditional methods: advertising - paid, non-personal communication used to inform a broad audience about a product, advertisements priced by number of viewers / readers. Therefore: segmentation is important: personal selling - sales people working directly with customers. Product positioning: the establishment of an easily identifiable image of a product in the minds of consumers. Push strategy: a promotional strategy in which a company aggressively pushes its product through wholesalers and retailers, which persuade customers to buy it. Pull strategy: a promotional strategy in which a company appeals directly to customers, who demand the product from retailers, which demand the product from wholesalers. www. notesolution. com.

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