RSM100Y1 Chapter Notes - Chapter 13: Taipei Metro, Personal Water Craft, Fixed Cost
Document Summary
Promotion the function of informing, persuading, and influencing a purchase decision. Primary demand (consumer desire): stimulate sales for an entire industry so that individual firms benefit from the total market growth. Selective demand: desire for a specific brand most here. Integrated marketing communications (imc) 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. Marketing plans must include all forms of customer contact. Coordinated activities = increase the effectiveness of reaching and serving target markets. Promotional mix the combination of personal and nonpersonal selling that marketers use to meet the needs of firm"s target customers and to effectively and efficiently communicate its message to them. Personal selling, advertising, public relations, sponsorships, sales promotion. Personal selling the most basic form of promotion: a direct person-to-person promotional presentation to a potential buyer. B2b products typically spend more on personal selling than on advertising.
