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Promotion and Pricing Strategies Chapter 14
Discuss how integrated marketing communications relates to a firm’s overall promotion strategy. Explain promotional mix and outline the objectives of promotion. Summarize the different types of advertising and advertising media. Outline the roles of sales promotion, personal selling, and public relations. Describe pushing and pulling promotional strategies. Outline the different types of pricing strategies. Discuss how firms set prices in the marketplace, and describe the four alternative pricing strategies. Discuss consumer  perceptions of price. Learning Goals 1 2 3 4 5 6 7 8
[object Object],[object Object],Promotion
[object Object],[object Object],[object Object],Integrated Marketing Communications
[object Object],[object Object],[object Object],Promotional Mix
Components of the Marketing Mix
Objectives of Promotional Strategies
[object Object],[object Object],Promotional Planning
[object Object],[object Object],[object Object],Advertising
[object Object],[object Object],[object Object],Types of Advertising
[object Object],[object Object],[object Object],[object Object],Advertising and The Product Life Cycle
Advertising Media Pie
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Types of Advertising ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Types of Advertising
Sales promotion  -  nonpersonal marketing activities other than advertising, personal selling, and public relations that stimulate consumer purchasing  and dealer effectiveness. Sales Promotion
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Consumer-Oriented Promotions
Trade-Oriented Promotions
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Personal Selling
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Sales Tasks
The Sales Process
[object Object],[object Object],[object Object],[object Object],Prospecting, Qualifying, and Approaching
[object Object],[object Object],Presentation & Demonstration
[object Object],[object Object],[object Object],Handling Objections  & Closing
[object Object],[object Object],Follow-up
[object Object],[object Object],[object Object],[object Object],[object Object],Public Relations
[object Object],[object Object],[object Object],[object Object],[object Object],Promotional Strategy
Pricing Objectives in the Marketing Mix
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Pricing Objectives
[object Object],[object Object],[object Object],[object Object],Pricing Strategies
Break-even Analysis Breakeven analysis  -pricing technique used to determine the minimum sales volume a product must generate at a certain price level to cover all costs.
Break-even Analysis
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Alternative Pricing Objectives
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Consumer Perceptions of Price

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Ch14 introto business

  • 1. Promotion and Pricing Strategies Chapter 14
  • 2. Discuss how integrated marketing communications relates to a firm’s overall promotion strategy. Explain promotional mix and outline the objectives of promotion. Summarize the different types of advertising and advertising media. Outline the roles of sales promotion, personal selling, and public relations. Describe pushing and pulling promotional strategies. Outline the different types of pricing strategies. Discuss how firms set prices in the marketplace, and describe the four alternative pricing strategies. Discuss consumer perceptions of price. Learning Goals 1 2 3 4 5 6 7 8
  • 3.
  • 4.
  • 5.
  • 6. Components of the Marketing Mix
  • 8.
  • 9.
  • 10.
  • 11.
  • 13.
  • 14.
  • 15. Sales promotion - nonpersonal marketing activities other than advertising, personal selling, and public relations that stimulate consumer purchasing and dealer effectiveness. Sales Promotion
  • 16.
  • 18.
  • 19.
  • 21.
  • 22.
  • 23.
  • 24.
  • 25.
  • 26.
  • 27. Pricing Objectives in the Marketing Mix
  • 28.
  • 29.
  • 30. Break-even Analysis Breakeven analysis -pricing technique used to determine the minimum sales volume a product must generate at a certain price level to cover all costs.
  • 32.
  • 33.