MGMT 1 Lecture Notes - Lecture 1: Merage Family, Sales Promotion, Personal Selling
Document Summary
Lecture: managing the promotion mix: putting it all together. Managing the promotion mix: putting it all together. Each target group calls for a separate promotion mix: advertising is most efficient for reaching large groups of consumers whose members share similar traits, personal selling is best for selling for large organizations. To motivate people to buy now rather than later, marketers use sales promotions like sampling, coupons, discounts, special displays, and premiums. Publicity supporters and can create a good impression among all consumers. Word of mouth is often the most powerful promotional tool generate it by listening, being responsive, and creating an impression worth passing on to others. Promotional strategies: push strategy producer uses advertising, personal selling, sales promotion, and all other promotional tools to convince wholesalers and retailers to stock and sell merchandise. It uses this strategy to push it through the distribution system to the stores.
