What is the promotion mix (marketing communications mix)?
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1. advertising
2. public relations
3. sales promotion
4. personal selling
5. direct and online marketing
Federal Trade Commission (FTC 1914)
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, - enforces federal consumer protection laws
- enforces truth in advertising laws; defines deceptive and unfair
advertising practices
What are the promotional goals across the product life cycle?
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Introduction -- inform, create awareness and generate primary demand for
the product
Growth -- persuade my brand is best -- selective demand
Maturity -- persuade, selective demand, differentiate, maybe competitive
ads
Decline -- Remind
The Personal Selling Process
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- goal of personal selling process is to get new customers and obtain order
from them
1 - prospecting and qualifying
2- preapproach
3- approach
4- presentation and demonstration
5- handling objections
6- closing
7- follow-up
, - building and maintaining profitable customer relationships
Non-Salary/Commission Perks
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-leisure trips/travel
- merchandise gifts
- recognition dinners
- plaques/awards
- cash
-other
What is a pull strategy?
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motivate consumers to actively seek out product
1. mass advertising
2. sales promotions
3. referrals
Best for new products or when manufacturer has a strong and visible
demand
How to ensure exposure
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- Must select media that your target market consumes
Give this one a try later!
1. advertising
2. public relations
3. sales promotion
4. personal selling
5. direct and online marketing
Federal Trade Commission (FTC 1914)
Give this one a try later!
, - enforces federal consumer protection laws
- enforces truth in advertising laws; defines deceptive and unfair
advertising practices
What are the promotional goals across the product life cycle?
Give this one a try later!
Introduction -- inform, create awareness and generate primary demand for
the product
Growth -- persuade my brand is best -- selective demand
Maturity -- persuade, selective demand, differentiate, maybe competitive
ads
Decline -- Remind
The Personal Selling Process
Give this one a try later!
- goal of personal selling process is to get new customers and obtain order
from them
1 - prospecting and qualifying
2- preapproach
3- approach
4- presentation and demonstration
5- handling objections
6- closing
7- follow-up
, - building and maintaining profitable customer relationships
Non-Salary/Commission Perks
Give this one a try later!
-leisure trips/travel
- merchandise gifts
- recognition dinners
- plaques/awards
- cash
-other
What is a pull strategy?
Give this one a try later!
motivate consumers to actively seek out product
1. mass advertising
2. sales promotions
3. referrals
Best for new products or when manufacturer has a strong and visible
demand
How to ensure exposure
Give this one a try later!
- Must select media that your target market consumes
