3.3.4 Marketing Mix - Promotion Flashcards

1
Q

What is ‘promotion’?

A

Marketing activities used to communicate with customers and potential customers to inform and persuade them to buy a business’s products

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2
Q

What are the purposes of promotion?

A

Attract attention of consumers by making them aware of the product Persuading consumers to buy to product Explaining how a product is better than competitors’ products Creating and developing brand image Encouraging wholesalers and retailers to stock the product Reassuring consumers

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3
Q

What are the methods of promotion?

A

advertising sales promotion below-the-line promotion personal selling direct email sponsorship

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4
Q

What is ‘sales promotion’?

A

Incentives used to encourage short-term increases in sales or repeat purchases

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5
Q

What is ‘below-the-line promotion’?

A

Promotion that is not paid for, uses incentives to encourage consumers to buy.

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6
Q

What is ‘personal selling’?

A

Sales staff communicate directly with consumer to achieve a sale and form a long-term relationship between firm + consumer

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7
Q

What is ‘direct mail’?

A

Also known as mail shots, printed materials which are sent directly to addresses of customers

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8
Q

What is ‘sponsorship’?

A

Payment by a business to have its name or products associated with a particular event

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9
Q

What is ‘marketing budget’?

A

the amount of money made available by a business for its marketing activities during a particular period of time

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