BUS 343 Chapter Notes -Direct Marketing, Cost Per Mille, Personal Selling
Document Summary
Promotion: the coordination of a marketer"s communication efforts to influence attitudes or behavior toward a product or service. Marketing communications: informing consumers and customers about the relative value of products, and developing trust and other relational bonds that facilitate ongoing exchange relationships. Integrated marketing communications: the practice of unifying all marketing communication tools and corporate and brand messages to communicate in a consistent way to and with stakeholder audiences. Seeks to develop relationship with customer: old customer easier to maintain. 2-way communication: businesses and customers can talk. Focuses also on stakeholders, not just customers. Database marketing: the creation of an ongoing relationship with a set of customers who have an identifiable interest in a good or service and whose responses to promotional efforts become part of future communication attempts. Interactive marketing: a promotional practice where the marketing communications elicts a measurable response from consumers.