BMI3C – Marketing
BMI3C – Marketing
Monday, November 29, 2010
Chapter 17 (page 299)
17.1 – Promotion any form of communication a business or organization uses to inform, persuade, or remind people about its products. It is also used to improve the public image of an organization.
• Promotional mix is a combination of the different types of promotion.
• Product promotion
• Institutional promotion
Promotional Mix
• Personal selling
• Advertising
• Sales promotion—all other marketing acitivities used to stimulate consumer purchaseing and sales effectiveness.
• Public relations
• Publicity
• Coordination of promotional mix
• Promotional budget—planning, allocating resources, coordinationg campaigns, determining the right mix.
• Push-Pull concept—pushing retailers to carry a product or stimulating customers to pull retailers into carrying a product they have been convinced they want.
17.2—Sales Promotion—a short-term incentive offered to encourage buying a good or service to increase demand or stimulate sales. They can be directed towards four different business areas. _________________, _________________, _________________ or _________________.
• Trade promotions
o Slotting allowances—a cash premium to place a new product on retailers’ shelves
o Buying allowances—discounts.
o Trade shows and conventions—for _________________ and _________________.
o Sales incentives—given to _________________ or _________________ who successfully meet or exceed sales quotas.
• Consumer Sales promotions
o Premiums—low-cost items given to consumers at a discount or free
▪ c
▪ f
▪ t
▪ c
o Incentives—generally higher-priced items earned and given through contests, sweepstakes, and rebates (usually ______-sensitive).
o Product samples—free trial-size samples.
o Promotional tie-ins—
o Product placement—
o Visual merchandising and displays
▪ Coordinating all physical elements in a place of business so that it projects the right image to its customers.
▪ The visual and artistic aspects of presenting a product to a target group of customers.
o Loyalty marketing programs—(frequent-buyer programs) reward
................
................
In order to avoid copyright disputes, this page is only a partial summary.
To fulfill the demand for quickly locating and searching documents.
It is intelligent file search solution for home and business.
Related download
- principles of marketing final exam review
- answers to chapters 1 2 3 4 5 6 7 8 9 end of chapter
- chapter one
- mississippi state university
- chapter 1 an overview of marketing
- marketing strategy key concepts 4
- bmi3c marketing
- economics 308 handout 1 professor tom k
- home —
- chapter 19—managing integrated marketing communications
Related searches
- marketing for small business
- simple marketing plan example
- small business email marketing solution
- small business marketing ideas
- small business marketing plan pdf
- successful marketing plan examples
- ways of marketing a company
- free business marketing plan template
- free marketing plan template microsoft word
- free marketing planning worksheets
- marketing campaigns for small business
- marketing plan example pdf