BU121 Lecture Notes - Lecture 9: Personal Selling, Promotional Mix, Sales Promotion
Document Summary
Telemarketers calling for duct cleaning: what does that mean for how you need to sell it, careful! Different customer segments will classify the same product differently o ex. What stage is your industry in: you might be introducing your product, but the industry is in maturity. New/different products: new flavours of oreos in other parts of the world, affordability (4a"s) economic & psychological, pricing considerations, objectives and strategies - read in text all highlighted o effects revenue streams. Based on the impression users get of the product. Is there value: place, accessibility (4a"s) availability & convenience o. Channels benefits of intermediaries and implications, types of retailers, physical distribution: implications. The retailer only has a certain amount of space and will place things based on whatever will bring them the most sales, not behind you. Push vs pull promotion: pull customer in, manufacturer promotes to consumer consumer demands product from.
