MKT 100 Lecture Notes - Lecture 27: Sales Promotion, Retail

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Mary Foster

Document Summary

Buyer readiness: different segments may be in different stages of buyer readiness. If a consumer is in the awareness/knowledge stage = informative ads are the best option. If a consumer is in the choice stage = persuasive ads are the best option. If a consumer is in the conviction/purchase stage = personal selling is the best option (trying out models in store for electronics: ex. Initial stages of the ipad where nobody knew what it did thus informative ads educated the public. Geographic scope: if the market is geographically dispersed/large or small will dictate the best strategy. B2b"s have a smaller market that deals with more sophisticated, technical products = personal selling: when targeting b2b"s companies may use a push and pull strategy. Push strategy: promotional strategies are targeted at the next link in the distribution channel in order to convince them to carry the product; involving personal selling, sales promotion, display/trade shows and contests for salespeople.