Textbook Notes (363,065)
Canada (158,171)
MGTA02H3 (361)
Chapter 8

Chapter 8

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University of Toronto Scarborough
Management (MGT)
Chris Bovaird

Chapter 8 The 4 Ps - Promotion PROMOTING PRODUCTS AND SERVICES Promotion is any technique designed to sell a product. It is part of the communication mix (the total message a company sends to consumers about its product). Promotional techniques must communicate the uses, features, and benefits of products. Information and Exchange Values The purpose is to influence purchase decisions. From an information standpoint, promotions seek to accomplish four things with potential customers: o Make them aware of products o Make them knowledgeable about products o Persuade them to like products o Persuade them to purchase products Promotional Objectives The ultimate objective of any promotion is to increase sales. Marketers also use promotion to communicate information, position products, add value, and control sales volume. Communicating Information Information can advise consumers about the availability of a product, educate them on the latest technological advances, or announce the candidacy of someone running for a government office. www.notesolution.com
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