Engaging Customers and Communicating Customer Value

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What is the promotion mix?

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The promotion mix is the specific blend of promotion tools that the company uses to persuasively communicate customer value and build customer relationships.

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What are the five promotion mix tools for communicating customer value?

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1. Advertising 2. Sales Promotion 3. Personal Selling 4. Public Relations 5. Direct and Digital Marketing

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Define advertising in the context of the promotion mix.

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Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.

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What is sales promotion?

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Sales promotion is a short-term incentive to encourage the purchase or sale of a product or service.

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What is personal selling?

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Personal selling is the personal interaction by the firm’s sales force for the purpose of engaging customers, making sales, and building customer relationships.

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What does public relations involve?

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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.

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What is direct and digital marketing?

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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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What is integrated marketing communications (IMC)?

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Integrated marketing communications (IMC) involves carefully integrating and coordinating the company’s many communications channels to deliver a clear, consistent, and compelling message about the organization and its products.

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What are the steps in developing effective marketing communication?

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1. Identifying the Target Audience 2. Determining the Communication Objectives 3. Designing a Message 4. Choosing Communication Channels and Media 5. Collecting Feedback

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What does the AIDA model stand for?

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AIDA stands for Attention, Interest, Desire, and Action.