ADVERTISING SALES PROMOTION AND DIRECT MARKETING

TRANG 8 PERSONAL SELLING PUBLIC RELATIONS ADVERTISING SALES PROMOTION WORD OF MOUTH DIRECT MARKETING _Figure 1: Marketing Communication System _Kotler & Keller, 2014 TRANG 9 _Figure 2: I[r]

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 target[r]

• In-depth interviewing techniques. Questionnaires are consid- ered by some to be naive “nose counting” and their prefer- ence is to go deeper into the minds and motivations of consumers (often called “head shrinking”). Years ago, Ernest Dichter, who was trained as a Freudian, set a pa[r]

Marketing practice today must go beyond a fixation on transac- tions that often leads to a sale today and a lost customer tomorrow. The marketer’s goal is to build a mutually profitable long-term rela- tionship with its customers, not just sell a product. A business is worth no more than[r]

• Even within the larger marketing group, there are frictions between marketing, the sales force, and customer service. Marketing began as a function to help the sales force sell bet- ter. Marketing helped by getting leads through advertising,[r]

Chapter 14 - Interactive marketing. The goals of this chapter are: To examine the development and evaluate the reasons for growth of the internet and interactive media, to define the role and relationships of the internet and interactive media and apply them in an IMC program, to compare the advanta[r]

The basic approach to competitor analysis is simple. You compare the strengths and weaknesses of your current (or planned) target market and marketing mix with what competitors are currently doing or are likely to do in response to your strategy. The initial step in competitor a[r]

133) Tiger Woods' endorsement deals were terminated by a host of sponsors, including Accenture, Gillette, AT&T, and General Motors. What are the reasons for these companies dropping Woods from their promotional efforts?
Answer: Celebrities are likely to be effective when they are cr[r]

Hall of Fame?” while the ad featuring Tatum in Pony attire asks, “Why is the Assassin not in the Hall of Fame?”
So what’s behind the decisions by these compa- nies to use bad-boy pitchmen? One explanation is that athletic-shoe companies are trying to reach young, trendsetting urban males who ident[r]

Chapter 2 - Integrated marketing communication: how marketing communication evolved. The goals of this chapter are: To review the concept of marketing, examining how marketing communications has changed; to introduce and define the concept of integrated marketing communication (IMC); to examine reas[r]

• Consumer-Oriented Sales Promotions Consumer-Oriented Sales Promotions
 A promoter offers a reward for a consumer’s behavior A promoter offers a reward for a consumer’s behavior that not delivered or lies about the odds of winning
that not delivered or lies about the odds of win[r]

How many marketing channels should a company use to dis- tribute its products and services? The higher the number of channels, the greater the company’s market coverage and rate of growth of its sales. This principle is well illustrated by Starbucks Coffee Company. Starb[r]

Part I: THE WORLD OF MARKETING.
1. An Overview of Marketing.
2. Strategic Planning for Competitive Advantage.
3. Ethics and Social Responsibility.
4. The Marketing Environment.
5. Developing a Global Vision.
Part II: ANALYZING MARKET OPPORTUNITIES.
6. Consumer Decision Making.
7. Business Ma[r]

Chapter 16 - Integrated marketing communications and international advertising. After studying this chapter you will be able to understand: Local market characteristics that affect the advertising and promotion of products, the strengths and weaknesses of sales promotions and public relations in glo[r]

Chapter 19 - International advertising and promotion. The main goals of this chapter are: To examine the importance of international marketing and the role of international advertising and promotion, to review the various factors in the international environment and how they influence advertising an[r]

Chapter 16 - Sales promotion. The goals of this chapter are: To understand the role of sales promotion in a company’s integrated marketing communication program and to examine why it is increasingly important, to examine the various objectives of sales promotion programs, to examine the types of con[r]

Chapter planning, organization, and control of global marketing operations. After studying this chapter you will be able to understand: After studying this chapter you will be able to understand: Local market characteristics that affect the advertising and promotion of products, the strengths and we[r]

Chapter planning, organization, and control of global marketing operations. After studying this chapter you will be able to understand: After studying this chapter you will be able to understand: Local market characteristics that affect the advertising and promotion of products, the strengths and we[r]

Chapter 16 - Sales promotion. The goals of this chapter are: To understand the role of sales promotion in a company’s integrated marketing communication program and to examine why it is increasingly important, to examine the various objectives of sales promotion programs, to examine the types of con[r]

Chapter 13 - Direct marketing and communication. The goals of this chapter are: To examine the development and reasons for growth of direct marketing communication; to define the role and relationships of direct marketing, the internet and interactive media in an IMC program; to identify the advanta[r]