Core Concepts of Marketing
SALESPROMOTIONANDPUBLICRELATIONS 211 ingthaninthefactthatthefirmhasjustopeneda newbranchinPhoenix.Thefirmmust thinkofwhatinteres ...
212 CHAPTER 8 COMMUNICATINGTOMASS MARKETS MARKETING CAPSULE • 1.Advertisingisthemarketingcommunicationtechniquethat providesmess ...
SALESPROMOTIONANDPUBLICRELATIONS 213 andnotaboutthemarket.We' retalkingaboutflippingthataround,"heconcludes.^9 Inshort, effectiv ...
214 CHAPTER 8 COMMUNICATINGTOMASSIVIARi<ETS Factor Speedina LargeAudience CostperIndividualReached AbilitytoAttractAttention ...
SALESPROMOTIONANDPUBLICRELATIONS 215 Technicalsalesperson-majoremphasisisplacedupontechnicalknowledge; forexample,theengineerin ...
216 CHAPTER8 COMMUNICATINGTOMASSMARKETS Prospecting Preapproach Planningthepresentation Deliveringthepresentation Handlingobject ...
SALESPROMOTIONANDPUBLICRELATIONS 217 hereis,"Whatinformatio:lwilltheJrospectrequirebeforetheywillchoosetobuymy offering?" Delive ...
218 CHAPTER 8 COMMUNICATINGTOMASSMARKETS Whenthebuyerindicatesaninterestintheproductbygivinga closingsignal, suchasa nodofthehe ...
SALESPROMOTIONANDPUBLICRELATIONS 219 thanhiringcollegegraduates,whotakethreetofiveyearstoreachthelevelofproductiv- ityofmoreexpe ...
220 CHAPTER 8 COMMUNICATINGTOMASSMARKETS recognizethatsomecustomerswillbuya productwithoutcontactwitha salesperson.Prod- uctcata ...
THE WALL STREET JOURNAL. INPRACTICE Marketingcommunication must communicateanorganization's ideasto itstargetaudiences,com- pete ...
222 CHAPTER 8 COMMUNICATINGTOMASSMARKETS Summary Marketingcommunicationremainsoneofthemostvisibleandcontroversialaspectsofmarket ...
DISCUSSIONQUESTIONS 223 Creativetactics Specificmeansofimplementingstrategy. Salespromotion Temporaryspecialoffersintendedtoprov ...
224 CHAPTER 8 COMMUNICATINGTOM ASSM ARKETS 2.AssumethattopmanagementforGeneralEquipment,Inc.hiredyoutodetermineifapromo- tionalo ...
REFERENCES 225 Inearly1980,TomandSallyStJUvenmadearrangementstopurchase50,000microrecorders froma Koreanmanufacturer.Theserecord ...
CHAPTER9 PRICING THE PRODUCT LEARNINGOBJECTIVES Afte ryouhavereadthi scr,apter,V0Usroulddevelop anunderstand- ingo f thefollowin ...
PRICEDEFINED:THREEDIFFERENTPERSPECTIVES 227 underminepricier"ExtraValueMeals," oneofthechain'smostsuccessfulmarketingini- tiativ ...
228 CHAPTER 9 PRICINGTHEPRODUCT PRICE I t I VALUE=PERCEIVEDBENEFITS - PERCEIVED COSTS FIGURE9 .1 Thecustomer'sviewofprice Toa ce ...
PRICEDEFINED:THREEDIFFERENTPERSPECTIVES 229 suggeststhat theresultsofpricemanipulatio'1arepredictable.Thelatterroleforprice ackn ...
230 CHAPTER 9 PRICINGTHEPRODUCT IrrationalManPricing:FreedomRules There aresimplytoomanyexamplestothecontrarytobelievethattheeco ...
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