Chapter 14: Marketing: PROMOTION Engaging Consumers & Communicating Customer Value

Question 1

The promotion mix

Answer 1

The promotion mix is the specific blend of promotion tools
that the company uses to persuasively communicate
customer value and build customer relationships.

Question 2

The Promotional Mix

Advertising

Answer 2

Advertising is any paid form of non-personal presentation
and promotion of ideas, goods, or services by an identified
sponsor.
* Broadcast
* Print
* Online
* Mobile
* Outdoor
Advertising can reach masses of geographically dispersed
buyers at a low cost per exposure, and it enables the seller
to repeat a message many times.

Question 3

The Promotional Mix

Sales promotion

Answer 3

Sales promotion is a short-term incentive to encourage the
purchase or sale of a product or service.
* Discounts
* Coupons
* Displays
* Demonstrations
Sales promotion includes coupons, contests, discounts
deals, loyalty cards and premiums that attract consumer
attention and offer strong incentives to purchase.

Question 4

The Promotional Mix

Personal selling

Answer 4

Personal selling is the personal interaction by the firm’s
sales force for the purpose of engaging customers, making
sales, and building customer relationships.

Personal selling is when a salesperson meets a potential buyer or buyers face-to-face with the aim of selling a product or service

Personal selling is the most effective method at certain
stages of the buying process, particularly in building buyers’
preferences, actions, & developing customer relationships

Question 5

The Promotional Mix

Public relations

Answer 5

Public relations involves building good relations with the
company’s various publics by obtaining favorable publicity,
building up a good corporate image, and handling or heading
off unfavorable rumors, stories, and events.

Public relations is a very believable form of promotion that
includes news stories, features, sponsorships, and events.

Question 6

The Promotional Mix

Direct and digital marketing

Answer 6

Direct and digital marketing involves engaging directly with
carefully targeted individual consumers and customer
communities to both obtain an immediate response and build
lasting customer relationships.
– Direct mail (digital)
– Catalogs (digital)
– Online and social media
– Mobile marketing

Question 7

Digital Technology

Answer 7

Digital Technology has transformed how companies and customers communicate.
* Communication tools and platforms
– smartphones
– I o T devices
– brand websites
– social media
– email
– mobile web
– streamed content
– online communities
– metaverse.
* Targeted, social, and engaging marketing communication models.

Question 8

The New Marketing Communications Model

Answer 8

• Consumers are changing.
• Marketing strategies are changing.
• Advances in digital technology.

The new marketing communications model:
Marketers are shifting everlarger portions of their marketing
budgets away from old-media mainstays to online, social, and
mobile media. Adidas now uses only digital channels to engage
its younger consumers

Question 9

The New Marketing Communications Model
*Content marketing:

Answer 9

Content marketing: As the lines are rapidly blurring between
traditional advertising and new digital content, many marketers
now view themselves more broadly as content marketing
managers who create, inspire, share, and curate marketing
content—both their own and that created by consumers and
others.

Question 10

Integrated marketing communications (I M C)

Answer 10

Integrated marketing communications (I M C) involves carefully
integrating and coordinating the company’s many communications channels to deliver a clear, consistent, and compelling message about the organization and its products.

Question 11

Integrating The Promotional Mix

Answer 11

The company must take steps to see that each promotion
mix element is smoothly integrated.
The various promotion elements should work together to
carry the firm’s unique brand messages and selling points.