Principles Of Marketing
17th Edition
ISBN: 9780134492513
Author: Kotler, Philip, Armstrong, Gary (gary M.)
Publisher: Pearson Higher Education,
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Question
Chapter 14, Problem 14.1DQ
Summary Introduction
To determine: The five major promotion tools used in marketing.
Introduction:
Promotion tools are the marketing communication mixes that the companies use to build customer relationship, involve customer, and communicate customer value.
Expert Solution & Answer
Answer to Problem 14.1DQ
- Advertising
- Sales promotion
- Personal selling
- Public relation
- Direct and digital marketing
Explanation of Solution
The following diagram represents the major promotional tools:
Five major promotional tools used in marketing are listed below:
- Advertising: Advertising refers to any payment of non-personal presentation of goods, services, or ideas that are recognized by a sponsor.
- Sales promotion: It is a short-term incentive used mainly to encourage the selling or buying of product or service.
- Personal selling: Personal selling involves interaction with the customers personally for purpose of building customer relationship, selling, and engaging customers.
- Public relation: Public relations aids in building good relations between a company and public like building up a company image, favorable publicity, heading off unfavorable events and gossips, and handling.
- Direct and digital marketing: Direct and digital marketing refers to directly engaging with the individual customer and customer communities. This helps in instant response and builds an everlasting relationship with customers.
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- Name and describe the five major promotion tools used in marketing.arrow_forwardWhat is Integrated Marketing Communication (IMC) and what are its two major components. Discuss. Write the relationship between Advertising and the remaining four promotional strategies namely Personal Selling, Sales Promotion, Public Relations and Direct Marketing.arrow_forwardHow do Patagonia’s marketing promotion activities serve to reinforce its primary mission?arrow_forward
- Name and describe the steps in developing effective marketing communications. Why do marketers need to understand these steps?arrow_forwardDESCRIBE NIKE'S MARKETING COMMUNICATION STRATEGYarrow_forwardHow do target market characteristics determine whichpromotional methods to include in a promotion mix?arrow_forward
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