Beruflich Dokumente
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Chapter Thirteen
price product promotion
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For use only with this text. 2004 McGraw-Hill Ryerson, All Rights Reserved
www.mcgrawhill.ca/college/wong
2004 McGraw-Hill Ryerson, All Rights Reserved
Understand the integrated marketing communications concept and why most firms use a blend of different promotion methods. Understand the importance of promotion objects. Know how the communication process affects promotion planning.
2004 McGraw-Hill Ryerson, All Rights Reserved
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Understand how direct-response promotion is helping marketers develop more targeted promotion blends. Know how typical promotion plans are blended to get an extra push from intermediaries and help from customers in pulling products through the channel.
2004 McGraw-Hill Ryerson, All Rights Reserved
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Exhibit 13-1
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Exhibit 13-2
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Exhibit 13-3
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Informing is Educating
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Exhibit 13-4
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Exhibit 13-5
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Exhibit 13-6
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Exhibit 13-5
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Exhibit 13-6
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Exhibit 13-8
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2004 McGraw-Hill Ryerson, All Rights Reserved
Exhibit 13-8
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An Example of Pulling
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2004 McGraw-Hill Ryerson, All Rights Reserved
Exhibit 13-9
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2004 McGraw-Hill Ryerson, All Rights Reserved
Matching the Competition Matching the Competition Budgeting by Sales Unit Budgeting by Sales Unit Budgeting from Budgeting from Uncommitted Resources Uncommitted Resources Task Method Task Method
2004 McGraw-Hill Ryerson, All Rights Reserved
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Key Terms
Adoption curve Advertising Advertising managers AIDA model Communication process Decoding Direct marketing Early adopters Early majority Encoding Innovators Integrated marketing communications Laggards (nonadopters) Late majority Mass selling Message channel Noise Personal selling Primary demand
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Key Terms
Promotion Public relations Publicity Pulling Pushing Receiver Sales managers Sales promotion Sales promotion managers Selective demand Source Task method
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