MGTA02H3 Chapter Notes - Chapter 8: Personal Selling, Comparative Advertising, E-Commerce
28 Apr 2011
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MGTA02H3 Full Course Notes
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Chapter 8 the 4 ps - promotion. 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. From an information standpoint, promotions seek to accomplish four things with potential customers: make them aware of products, make them knowledgeable about products, persuade them to like products, persuade them to purchase products. 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. 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. product positioning is the establishment of an easily identifiable image of a product in the minds of consumers.
