BUSSPP 0020 Chapter Notes - Chapter 6: Direct Marketing, Independent Business, Laboratory
2 Jul 2014
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Document Summary
How customer becomes aware that: product exists, learns about product, where the product is, who provides it, how much it costs, why you should buy it, definition. Influence mechanism: paradox, balance, can"t oversell or undersell, example: pathfinders, sales people, convert interest into sale, components, personal selling, advertising, mechanism that we use to try and increase likelihood of striking the transaction that we want to strike, having product, providing information about product, can"t be neutral information, goal increase number of transaction we can conduct with customers, specialized form of communication, makes you aware of product, delivered in a wide number of ways, ways: media: advertising channels, tv ads, radio, free aps, smart phones, company sponsorships, print media, direct marketing, e stuff , minnesota college example, sales promotion, public relations, building image from scratch, new company, building associations iv, example: hunger games marketing campaign 100 million dollar. International transactions: complexities, currency, legalities, taxes, regulatory issues, campaign, produce benefits specific to particular product.
