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Transformational Leadership

由Justin Morris

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PROMOTION OF INFORMATION PRODUCT AND SERVICES (CHAPTER 1)

FACTORS AFFECTING THE PROMOTIONAL MIX

PUSH AND PULL STRATEGIES

AVAILABLE FUNDS

OBJECTIVE OF THE PROMOTION EFFORT

TARGET MARKET CHARACTERISTICS

STAGE IN THE PRODUCT LIFE CYCLE

NATURE OF PRODUCT

PROMOTION

OBJECTIVE

STAGES

PURCHASE

CONVICTION

PREFERENCE

LIKING

KNOWLEDGE

AWARENESS

REMIND THE TARGET AUDIENCE

PERSUADE THE TARGET AUDIENCE

INFORM THE TARGET AUDIENCE

DEFFINE

COMMUNICATION BY MARKETERS THAT INFORMS, PERSUADES, & REMIND TO BUYER FOR INFLUENCE AN OPINION OR ELICIT (EXTRACT) A RESPONSE

PROMOTION METHODS

PUBLIC RELATIONS

REFER TO ACTIONS TAKEN WITH THE GOAL OF CREATING OR MAINTAINING A FAVORABLE PUBLIC IMAGE

SALES PROMOTION

IT IS A SHORT-RUN TOOL USED TO STIMULATE IMMEDIATE INCREASES IN DEMAND

PERSONAL SELLING

DIRECT COMMUNICATION BETWEEN A SALES PERSON AND ONE OR MORE PROSPECT BUYER IN AATTEMPT TO INFLUENCE THEM TO BUY

ADVERTISING

IMPERSONAL, ONE-WAY MASS COMMUNICATION ABOUT A PRODUCT OR ORGANIZATION THAT IS PAID FOR BY A MARKETER

PROMOTION STRATEGIES

DECLINE STAGE

MATURITY STAGE

GROWTH STAGE

INTRODUCTION STAGE