MGMT 1 Chapter 16: MGMT1 - Lecture 16 - Ch. 16 Reading Notes
14 Nov 2016
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Document Summary
Promotion is one of the p"s of the marketing mix. Traditionally, advertising, personal selling, public relations, and sales promotion. Today, e-mail promotions, mobile promotions, social networking, blogging, podcasting, etc. Integrated marketing communication (imc): combines the promotional tools into one comprehensive, unified promotional strategy. Advertising: a paid, nonpersonal communication through various media by organizations and individuals who are in some way identified in the message. Interactive promotion: allows marketers to go beyond a monologue, in which sellers try to persuade buyers to buy things, to a dialogue, in which buyers and sellers work together to create mutually beneficial exchange relationships. Personal selling: the face-to-face presentation and promotion of goods and services. Prospecting: researching potential buyers and choosing those most likely to buy. Qualify: the selection process, to make sure they have a need for the product, the authority to buy, and the willingness to listen to a sales message.
