TAILIEUCHUNG - Lecture Basic Marketing: A global-managerial approach: Chapter 14 - William D. Perreault, E. Jerome McCarthy

When you finish this chapter, you should: Know the advantages and disadvantages of the promotion methods a marketing manager can use in strategic planning, know how the communication process affects promotion planning, understand how direct-response promotion is helping marketers develop more targeted promotion blends,. | Chapter 14: Promotion — Introduction to Integrated Marketing Communications When you finish this chapter, you should 14-2 Chapter 14 Objectives 1. Know the advantages and disadvantages of the promotion methods a marketing manager can use in strategy planning. 2. Understand the integrated marketing communications concept and why most firms use a blend of different promotion methods. 3. Understand the importance of promotion objectives. 4. Know how the communication process affects promotion planning. 5. Understand how direct-response promotion is helping marketers develop more targeted promotion blends. 6. Understand how new customer-initiated interactive communication is different. 7. Know how typical promotion plans are blended to get an extra push from middlemen and help from customers in pulling products through the channel. 8. Understand how promotion blends typically vary over the adoption curve and product life cycle. 9. Understand how to determine how much to spend on promotion efforts. 10. Understand the important new terms. Exhibit 14-1 14-3 Basic Promotion Methods Target Market Price Promotion Place Product Sales Promotion Personal Selling Publicity Advertising Mass Selling Summary Overview Promotion tools are used by marketing managers to communicate with the company’s target markets. A key part of modern marketing efforts is the use of several tools that work together to obtain a company’s overall promotion goals. This approach is known as integrated marketing communications. Basic Promotion Tools Personal Selling. Personal selling involves direct spoken communication between sellers and potential customers. Salespeople get immediate feedback from customers and can adapt the marketing mix on the spot to meet customer needs better. A downside is that a sales force can be very expensive to build, support, and maintain. Mass Selling. Mass Selling involves communicating with large numbers of potential customers at the same time. This approach is very .

• Marketing - Bán hàng
• Basic Marketing
• Lecture Basic Marketing
• Marketing strategy
• Strategic market planning
• Integrated marketing communications
• Strategic distribution
• Micro marketing
• Macro marketing
• Marketing’s changing role
• Marketing’s role within organizations
• Marketing opportunities
• Marketing plans
• Developing innovative marketing plans
• Four Ps of the Marketing Mix
• Marketing information systems
• Marketing research process
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• Marketing plan
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• Marketing environment
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• Total quality management
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• Channel systems
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