Marketing Ch 14 15 16

: Communicating information between seller and potential buyer or others in the channel to influence attitudes and behavior. The goal of promotion involves telling target customers that the right product is available at the right place at the right price.

1) Involves direct spoken communication between sellers and potential customers. It can be very expensive so it’s often desirable to combine personal selling with mass selling and sales promotion.

1) Communicating with large numbers of potential customers at the same time. It’s less flexible than personal selling, but when the target market is large and scattered, mass selling can be less expensive.

a) It is the main form of mass selling. It is any paid form of non-personal presentation of ideas, goods, or services by an identified sponsor. E.g. magazines, radio, tv, internet etc.

a) Any unpaid form of non-personal presentation of ideas, goods, or services. Publicity people are paid. They try to attract attention to the firm and its offerings without having to pay media costs. If a firm has a really new message, publicity may be more effective than advertising. One problem is that the media don’t always say or show what the firm intends.

Refers to promotion activities- other than advertising, publicity, and personal selling- that stimulate interest, trial or purchase by final customers or others in the channel. They may be aimed at consumers, middlemen or at a firm’s own employees. Sales promotion efforts are designed to produce immediate results. Firms spend less money on advertising than on personal selling or sales promotion.

means the firm will try to develop a favorable set of attitudes so customers will buy, and keep buying its product. It often tries to demonstrate how one brand is better than the others.

a) If target customers already have positive attitudes about a firm’s marketing-mix, or a good relationship with the firm- a reminding objective might be suitable. Reminding customers about their past satisfaction may keep them from shifting to a competitor.

To get attention, To hold interes, To arouse desire,

this means a source trying to reach a receiver with a message

: The sender of a message who is trying to deliver the message.

A potential customer. Customers evaluate both the message and the source of the message in terms of trustworthiness and credibility.

Any distraction that reduces the effectiveness of the communication process.

: The source deciding what it wants to say and translating it into words or symbols that will have the same meaning to the receiver.

: The receiver translating the message. The meanings of various words or symbols may differ depending on the attitudes and experiences of the two groups