MKTG 3832 Study Guide - Midterm Guide: Promotional Mix, Customer Switching, Sales Promotion
Document Summary
Persuadi(cid:374)g (cid:272)usto(cid:373)ers to (cid:271)uy the (cid:272)o(cid:373)pa(cid:374)y"s (cid:271)ra(cid:374)d rather tha(cid:374) that of the (cid:272)o(cid:373)petitor, often appealing to emotional needs, encourage brand switching, cha(cid:374)ge (cid:272)usto(cid:373)ers" per(cid:272)eptio(cid:374)s of produ(cid:272)t attri(cid:271)utes. Influence immediate buying decision: persuade customers to call. What makes up the promotional mix: advertising, public relations, sales promotion, personal selling, social media. Varys a great deal from one product and one industry to the next. Advertising and personal selling are used to promote goods and services: often supported and supplemented by sales promotion. Public relations help develop a positive image for the organization the product line. Social media have been used more for consumer goods, but business-to-business marketers are increasingly using these media. Should they be used in varying degrees or all equally? (16. 7) A firm may choose not to use all five promotional elements in its promotional mix, or it may choose to use them in varying degrees.
