What is the promotion mix?
Engaging Customers and Communicating Customer Value

Flashcard
•
Other
•
12th Grade
•
Hard
Talia Kambe
FREE Resource
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19 questions
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1.
FLASHCARD QUESTION
Front
Back
The promotion mix is the specific blend of promotion tools that the company uses to persuasively communicate customer value and build customer relationships.
2.
FLASHCARD QUESTION
Front
What are the five promotion mix tools for communicating customer value?
Back
1. Advertising 2. Sales Promotion 3. Personal Selling 4. Public Relations 5. Direct and Digital Marketing
3.
FLASHCARD QUESTION
Front
Define advertising in the context of the promotion mix.
Back
Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.
4.
FLASHCARD QUESTION
Front
What is sales promotion?
Back
Sales promotion is a short-term incentive to encourage the purchase or sale of a product or service.
5.
FLASHCARD QUESTION
Front
What is personal selling?
Back
Personal selling is the personal interaction by the firm’s sales force for the purpose of engaging customers, making sales, and building customer relationships.
6.
FLASHCARD QUESTION
Front
What does public relations involve?
Back
Public relations involves building good relations with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events.
7.
FLASHCARD QUESTION
Front
What is direct and digital marketing?
Back
Direct and digital marketing involves engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships.
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