Marketing
14th Edition
ISBN: 9781259924040
Author: Roger A. Kerin, Steven W. Hartley
Publisher: McGraw-Hill Education
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Concept explainers
Question
Chapter 17.2, Problem 17.5LR
Summary Introduction
To determine: The element of promotional mix in which the cost of a contact is high
Introduction:
The blend of various promotional tools that is utilized by the business to maintain, create, and maximize the demand for the goods and services is known as the promotional mix.
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Check out a sample textbook solutionStudents have asked these similar questions
Promotional mix
Most promotional strategies have
several elements to what is called the “promotional mix,” which may
include various forms of advertising, public relations, sales promotion,
product placement, packaging, and personal selling
Choose a product and discuss the
promotional strategy for this product
What do you think are its
objectives?
Which of the elements identified
above are included? (Cite some examples from internet sources – print media and
sponsor’s websites, YouTube, or articles in the trade or business press)
In your judgment, is the strategy
effective or not based on the objectives that you identified? Explain
Explain the differences and similarities of personal selling and sales promotion as elements of the promotional mix.
Identify the resellers in your distribution channel. Discuss the role that trade sales promotions to these resellers could play in the development of your promotional plan.
Chapter 17 Solutions
Marketing
Ch. 17.1 - Prob. 17.1LOCh. 17.1 - Prob. 17.1LRCh. 17.1 - Prob. 17.2LRCh. 17.1 - Prob. 17.3LRCh. 17.2 - Prob. 17.2LOCh. 17.2 - Prob. 17.4LRCh. 17.2 - Prob. 17.5LRCh. 17.2 - Prob. 17.6LRCh. 17.3 - Prob. 17.3LOCh. 17.3 - Prob. 17.7LR
Ch. 17.3 - Prob. 17.8LRCh. 17.3 - Prob. 17.9LRCh. 17.4 - Prob. 17.4LOCh. 17.4 - Prob. 17.10LRCh. 17.4 - Prob. 17.11LRCh. 17.4 - Prob. 17.12LRCh. 17.5 - Prob. 17.5LOCh. 17.5 - Prob. 17.13LRCh. 17.5 - Prob. 17.14LRCh. 17 - Prob. 1AMKCh. 17 - Prob. 2AMKCh. 17 - Prob. 3AMKCh. 17 - Prob. 4AMKCh. 17 - Prob. 5AMKCh. 17 - Prob. 6AMKCh. 17 - Prob. 7AMKCh. 17 - Prob. 8AMKCh. 17 - Prob. 9AMKCh. 17 - Prob. 10AMKCh. 17 - Prob. 1VCCh. 17 - Prob. 2VCCh. 17 - Prob. 3VC
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