MGTA01H3 Chapter Notes -Sales Promotion, Personal Selling, Promotional Mix
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MGTA01H3 Full Course Notes
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Ch 8 promotion: promotion: any technique designed to sell a product. However, marketers also use promotion to communicate information, position products, add value, and control sales volume (promotional objectives: 1. Information may be communicated in writing (newspapers and magazines), verbally ( in person or over the telephone), or visually (television a matchbook cover, or a billboard): 2. Product positioning: the establishment of an easily identifiable image of a product in the minds of consumers: 4. Increasing promotional activities in slow periods: once a firm"s promotional objectives are clear, it must develop a promotional strategy to achieve these objectives. In establishing a promotional mix, marketers match promotional tools with the five stages in the buyer decision process: buyers must first recognize the need to make a purchase. At this stage, marketers must make sure that buyers are aware of their products. Advertising and publicity, which can reach many people quickly, are important: buyers also want to learn more about available products.