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4.01-4.15

4.01-4.15. By: Group Four Block: 4B. 4.01. Promotion Product Intuitional Advertisements-paid for Publicity-Free and improves corporate Image Sales Promotion-Short term incentives or offerings Personal Selling- Individualized. 4.02. Advertising Media

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4.01-4.15

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  1. 4.01-4.15 By: Group Four Block: 4B

  2. 4.01 • Promotion • Product • Intuitional • Advertisements-paid for • Publicity-Free and improves corporate Image • Sales Promotion-Short term incentives or offerings • Personal Selling- Individualized

  3. 4.02 • Advertising Media • Publications-News papers and Magazines • Broadcast Media- TV’s and Radio • Direct Mail- Email or Letters • Web-Ads on internet • Out-Of-Home Media-Billboards • Transit- on subway or bus

  4. 4.04 A • Sales Promotion • Buy One Get One Free or Money Back Guarantee • Incentives to buy a product • Sweepstakes-total luck • Contest- require skill • Games- require payment

  5. 4.04 B • Public Relations • Improve business image • Watching public comments • Advantages • Credible, widely spread, and low cost • Disadvantages • Might be bumped or not high return

  6. 4.06 Market Info Management • Used for customer wants and habits • Primary-own research • Secondary-Outside sources • Information is necessary for decisions • All aspects of a business • Pricing • Place • Promotion • Product

  7. 4.08 Technology • Uses • Info Gathering • Ads can be customized • Small business can send mass customized messages for cheap • Tracking • Cookies • Gps • Frugging and Sugging

  8. 4.12 • Data Collections • Quantitative • Qualitative • Primary • Secondary

  9. 4.12(cont.) • Ways to collect • Observational • Mail • Telephone • Internet • Discussion Group • Interviews • Scanners

  10. 4.12(cont.) • Important things about surveys • Clear questions • Single focus per question • Neutral questions • Balanced questions • Appropriate • A badly made survey will result in decreased reply rate.

  11. 4.13 Scales Nominal-mutually exclusive answers Ordinal-order or ranking system Continuous-mark appropriate position on a line Itemized- description of each object ranked

  12. 4.13(cont.) Likert-Numerical values Semantic Differential Scale- mark answer on 1 to 7 continuum Stapel Scale- no zero but two ends -5 to 5 Multi-dimensional-used when one attribute is difficult to use

  13. 4.15 Ethics • Embellishment • Changing Position of product • Changing Price Tags • Reciprocal Sales- Two or more parties make an agreement to work with each other • Overpayments (Tax refunds) • Theft (Hotel Towels)

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