Mar 4711 Lecture Notes - Lecture 3: Marketing Mix, Mass Media, Direct Marketing
Document Summary
Promotion: effort to communicate w/ one or more of organization"s target markets; short-run goals can vary significantly, but long-run generally one of increasing sales. Marketer must develop strategy focused on variety of objectives. Specific strategy influenced by product being sold, target markets, and distribution strategy, pricing strategy, and short-term objectives. Communications efforts may reflect personality of those charged w/ task of developing promotional strategy. Promotional mix: organization"s marketing mix advertising, personal selling, sales promotion, and public relations with the addition of direct response marketing; Marketers of sports products must develop a comprehensive promotional strategy as essential part of their overall strategy. Constitutes set of tools organization an use in efforts to communicate w/ target markets. Must be consistent w/ other elements of marketing strategy. Needs to support marketer"s strategies regarding product"s offerings, methods for distributing those products, and pricing. Marketer must develop an effective message and deliver it to correct audience.
