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15 Cards in this Set

  • Front
  • Back
Basic elements of the promotionall mix
Advertising
Direct Marketing
Interactive/ Internet marketing
Sales Promotion
Publicity/ public relations
Personal selling
Consumer advertising
directed toward us: National advertising, retail/ local advertising
primary vs. selective demand advertising
Primary demand
demand for the entire product class (got milk?)
selective demand
demand for a specific demand
Organization advertising
business to business advertising (dells in SLC)
Professional advertising
Trade advertising-directed toward entities w/in the channel (grocery stores)
Direct marketing
one on one correspondance
Internet sales, direct mail, telemarketing, direct response advertising, catalogs, shopping channels
COnsumer oriented sales promotion tools
for end users, coupons, samples, premiums, contests/sweepstakes, refunds/rebates (do not cost company as much as coupons), bonus packs
Trade oriented sales promotion tools
for resellers, pop displays, training programs ( certain stores push certain products), trade shows, coop advertising (share in advertising expense with manufactuer).
Publicity vehicles
feature articles
interviews
special events
press conferneces
new releases
The target Marketing process
Identify markets with unfulfilled needs
determine market segementation
selecting market to target
positioning through marketing strategies
Bases for segmentaion
Customer characteristics
Psychographic
demographic
socioeconomic
geographic
Buying situation
Behavior
outlets
usage
benefits
Independent channel intermediaries
brokers
distributors
wholesalers
retailers
Pros uof centeralization
better communictaion
fewere personnel
continuity of staff
cons
less goal involvement
longer reponse time
can't do mulitiple projects