Marketing Essentials–Chapter 17

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Promotion
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Any form of communication or activity that helps in the exposure or sale of a product (to inform, persuade, or remind).
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promotional mix
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The cost-effective combination of the different types of promotion used to reach company goals.
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product promotion
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A method used by business/organization to convince potential customers to buy their products instead of buying from a competitor.
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institutional promotion
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A method used by a business/organization to create a favorable image for itself, as opposed to promoting a product or service.
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personal selling
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A type of promotion that requires sales reps to make individual contact with potential buyers, making it the most expensive form of promotion.
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advertising
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Any paid form of non-personal promotion of ideas, goods, or services found everywhere (i.e. billboards, business cards, brochures, internet, magazines, newspapers, radio, tv, etc.).
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sales promotion
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Promotions that represent all marketing activities–other than personal selling, advertising, direct marketing and public relations–that are used to stimulate consumer purchasing and boost sales.
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public relations
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Activities designed to influence a target audience; these campaigns try to influence general opinion and create a favorable public image.
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publicity
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A public relation’s activity that involves bringing news or newsworthy information about an organization to the public’s attention.
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push policy
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This strategy is used to promote a product using a mix of personal selling, advertising, and buying discounts to encourage partners in the distribution channel to stock the product(s) being promoted.
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pull policy
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This strategy directs promotional activities towards customers to entice the customer to the store (or Web site).
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sales promotions
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Incentives offered that encourage customers to buy products (sometimes they are short-term offers).
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trade promotions
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Promotional ctivities designed to gain manufacturers’, wholesalers’, and retailers’ support for a product.
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slotting allowance
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Cash premium paid by the manufacturer to a retail chain for the costs involved in placing a new product on its shelves.
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trade shows
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Shows and conventions that are designed to showcase a particular line of products and to specifically reach customers in the chain of distribution.
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sales force promations
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Awards given to managers and employees who successfully meet or exceed a sales quota.
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consumer sales promotions
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Sales strategies designed to encourage customers to buy a product.
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premiums
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Low-cost items given to consumers at a discount or for free.
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sponsorship
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Involves the promotion of a company in association with a property
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incentives
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Higher-priced products earned and given through contests, sweepstakes, and rebates.
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product samples
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Free trial size of a product sent through the mail, distributed door-to-door, or given away at retail stores and trade shows.
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promotional tie-ins
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Involve sales promotional arrangements between one or more retailers or manufacturers and combine their resources to do a promotion that creates additional sales for each partner.
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product placement
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Where organizations can develop product recognition by making sure that it is featured in special events, on television, or in the movies.
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customer advisory boards
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panels of consumers who make suggestions about products and businesses
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new release
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Prewritten story about a company that is sent to the various media.
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direct marketing
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A type of promotion that companies use to address individuals directly through direct mail, e-marketing, or telephone.

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