RSM100Y1 Chapter Notes - Chapter 13: Sales Process Engineering, Guerrilla Marketing, Integrated Marketing Communications
Document Summary
Promotion the function of informing, persuading, and influencing a purchase decision. Integrated marketing communications (imc) is the coordination of all promotional activities (media advertising, direct mail, personal selling, sales promotion, and public relations) to produce a unified, customer-focused promotional strategy. Promotional mix is the combination of personal and non-personal selling that marketers use to meet the needs of a firm"s target customers and to effectively and efficiently communicate its message to them. Personal selling is the most basic form of promotion: a direct person-to-person promotional presentation to potential buyer. Non-personal selling is the forms of selling such as advertising, sales promotion, direct marketing and public relations. Objectives of promotional strategy : providing info, differentiating a product their products in the minds of customers by communicating to buyers the meaningful differences about the attributes, price, quality, or use of a good or service). : (positioning is a concept whereby marketers try to establish. Increasing sales: stabilizing sales, highlighting the product"s value.
