BUS 343 Chapter Notes - Chapter 14-15: Social Media Marketing, Sales Promotion, Relationship Marketing

• School: Simon Fraser University
• Department: Business Administration
• Course: BUS 343
• Professor: All

Document Summary

Chapter 14 personal selling and sales promotion. Sales promotion: short-term incentives to encourage the purchase or sales of a product or service. Chapter 15 online, social media, and mobile marketing. Social media marketing: advantages, targeted and personal. Immediate and timely: cost effective, engagement and social sharing capabilities, can create brand community, challenges, results hard to measure, social networks largely user controlled, must learn to become valued part of the online experience, campaigns can backfire. Mobile marketing: mobile apps, can create substantial impact and engagement, retailers can use mobile marketing to enrich the customers shopping experience as they stimulate buying. Catalogue marketing: becoming less popular, digital catalogues as substitute, printed catalogue good way to drive online and mobile sales. Telemarketing: talking to consumers and business customers over phone, purchasing convenience and increased product and service information. Kiosk marketing: placing information and ordering machines in stores, airports, hotels, college and university campuses etc.