MKT 3401 Chapter : Final Notes
Document Summary
10. 26. 17: promotional mix, advertising, inform, persuade, remind, public relations (pr, sales promotion, personal selling, promotion: communicating with the consumer, advertising (1), product advertising, coke zero sales going up 1, institutional advertising. Got milk? campaign did not work until they targeted women. Warmth: competency: knowledge, warmth: likeability, determined that warmth was the most important/effective. Did away with coupons and sales promotions and wanted to transform the store into a luxury brand got fired. Next ceo brought back the coupons: point of purchase displays, drives traffic, advertising, promotes impulse buying, personal selling (4, presentation: selling yourself as well as an idea, extension of the company, reps should make the company believable/reliable. 11. 14. 17: whenever you are presenting and someone yells at you, maintain emotions so you don"t flinch back, ah the flinch, a tactic used by skilled negotiators to get what they want .
