Marketing Dynamics Chapter 37 Promotional Mix
Marketing Dynamics Chapter 37 Promotional Mix
Marketing Dynamics Chapter 37 Promotional Mix
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<strong>Marketing</strong> <strong>Dynamics</strong><br />
<strong>Chapter</strong> <strong>37</strong> <strong>Promotional</strong> <strong>Mix</strong><br />
Tools:<br />
● Printer (color optional)<br />
● 4 sheets of 8.5” x 11” paper<br />
● Scissors<br />
Directions:<br />
1. Print<br />
2. Fold paper in half vertically<br />
3. Cut along dashed lines<br />
These instructions accompany the interactive<br />
E-Flash Cards online at www.g-wlearning.com
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buzz marketing<br />
Promotion designed to look as<br />
though it is coming from an unbiased<br />
stranger or a friend, instead of from a<br />
corporation.<br />
"<br />
<strong>Marketing</strong> <strong>Dynamics</strong> ● <strong>Chapter</strong> <strong>37</strong> <strong>Promotional</strong> <strong>Mix</strong> ● 01 of 8 E-Flash Cards<br />
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customer relationship<br />
management (CRM)<br />
Gathering and using customer<br />
data to develop better<br />
communications with customers.<br />
<strong>Marketing</strong> <strong>Dynamics</strong> ● <strong>Chapter</strong> <strong>37</strong> <strong>Promotional</strong> <strong>Mix</strong> ● 02 of 8 E-Flash Cards<br />
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direct-response campaign<br />
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Seller communicates directly<br />
with the buyer and asks for an<br />
immediate response, but uses<br />
some method other than face-toface<br />
selling, such as a TV shopping<br />
program.<br />
<strong>Marketing</strong> <strong>Dynamics</strong> ● <strong>Chapter</strong> <strong>37</strong> <strong>Promotional</strong> <strong>Mix</strong> ● 03 of 8 E-Flash Cards<br />
promotional campaign<br />
A series of coordinated<br />
promotional activities designed to<br />
achieve a specific goal.<br />
<strong>Marketing</strong> <strong>Dynamics</strong> ● <strong>Chapter</strong> <strong>37</strong> <strong>Promotional</strong> <strong>Mix</strong> ● 04 of 8 E-Flash Cards
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promotional mix<br />
Combination of promotional<br />
elements—personal selling,<br />
advertising, sales promotion,<br />
and public relations—used in a<br />
promotion.<br />
"<br />
<strong>Marketing</strong> <strong>Dynamics</strong> ● <strong>Chapter</strong> <strong>37</strong> <strong>Promotional</strong> <strong>Mix</strong> ● 05 of 8 E-Flash Cards<br />
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pull strategy<br />
<strong>Promotional</strong> efforts are focused<br />
on the consumer.<br />
<strong>Marketing</strong> <strong>Dynamics</strong> ● <strong>Chapter</strong> <strong>37</strong> <strong>Promotional</strong> <strong>Mix</strong> ● 06 of 8 E-Flash Cards<br />
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push strategy<br />
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<strong>Promotional</strong> efforts are focused<br />
on the intermediaries—<br />
wholesalers, distributors, and<br />
retailers.<br />
<strong>Marketing</strong> <strong>Dynamics</strong> ● <strong>Chapter</strong> <strong>37</strong> <strong>Promotional</strong> <strong>Mix</strong> ● 07 of 8 E-Flash Cards<br />
sponsorship<br />
<strong>Marketing</strong> activity in which<br />
the sponsor pays (in part or<br />
in whole) for an activity such<br />
as a sporting event, cultural<br />
performance, or charity event.<br />
<strong>Marketing</strong> <strong>Dynamics</strong> ● <strong>Chapter</strong> <strong>37</strong> <strong>Promotional</strong> <strong>Mix</strong> ● 08 of 8 E-Flash Cards
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