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AUTHORS
Vincent Kimutai
Ian Musya
Nancy Suge
Marther Bore
DEFINE THE FIVE PROMOTION MIX TOOLS
FORCOMMUNICATING CUSTOMER VALUE
Introduction
■ Promoting products is important for any business because of
the lasting impact promoting has on customers.
■ The promotion mix is the essence of what promoting is and
how promoting is done effectively.
■ Promotional mix is also referred to as marketing
communication mix.
Promotion Mix Tools
The major promotion tools include:
i. Advertising
ii. Sales Promotions
iii. Public Relations
iv. Direct Selling
v. Personal Marketing.
Firms use specific blend of advertising, public relations, public
selling and direct marketing to persuasively
communicate customer value and build customer relationship.
Advertising
Includes any form of personal presentation and promotion of
ideas, goods or services by an identified sponsor.
Channels used for advertising include:
 Broadcast
 Print
 Internet
 Outdoor
Sales Promotion
It is the short term incentive to encourage the purchase or sale
of a product or service.
It includes:
■ Discounts
■ Displays
■ Coupons
■ Demonstrations
■ Bundling
Public Relations
 It involves building good rapport
with the company’s publics by
obtaining a favorable publicity,
building up a good corporate
image, handling and herding off
unfavorable rumors, stories or
events.
 The media used for this
includes; press releases,
sponsorships, special events
and web pages.
Personal Selling
This is the personal representation by the marketing and sales
department for the purpose of selling a particular commodity
and building customer relationship.
It includes;
 Sales presentations
 Trade shows
 Incentive programs
Direct Marketing
■ Involves making direct connections with carefully targeted
individual customers to both obtain an immediate response
and cultivate lasting customer relationships.
■ It is done through the use of direct mail, telephone, direct-
response television, e-mail and the internet to communicate
directly with specific consumers.
■ Channels used for direct marketing include catalogs and
telemarketing.
Direct Selling +/-
THE END

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Marketing week 6 presentation

  • 1. AUTHORS Vincent Kimutai Ian Musya Nancy Suge Marther Bore DEFINE THE FIVE PROMOTION MIX TOOLS FORCOMMUNICATING CUSTOMER VALUE
  • 2. Introduction ■ Promoting products is important for any business because of the lasting impact promoting has on customers. ■ The promotion mix is the essence of what promoting is and how promoting is done effectively. ■ Promotional mix is also referred to as marketing communication mix.
  • 3. Promotion Mix Tools The major promotion tools include: i. Advertising ii. Sales Promotions iii. Public Relations iv. Direct Selling v. Personal Marketing. Firms use specific blend of advertising, public relations, public selling and direct marketing to persuasively communicate customer value and build customer relationship.
  • 4. Advertising Includes any form of personal presentation and promotion of ideas, goods or services by an identified sponsor. Channels used for advertising include:  Broadcast  Print  Internet  Outdoor
  • 5.
  • 6. Sales Promotion It is the short term incentive to encourage the purchase or sale of a product or service. It includes: ■ Discounts ■ Displays ■ Coupons ■ Demonstrations ■ Bundling
  • 7.
  • 8. Public Relations  It involves building good rapport with the company’s publics by obtaining a favorable publicity, building up a good corporate image, handling and herding off unfavorable rumors, stories or events.  The media used for this includes; press releases, sponsorships, special events and web pages.
  • 9.
  • 10. Personal Selling This is the personal representation by the marketing and sales department for the purpose of selling a particular commodity and building customer relationship. It includes;  Sales presentations  Trade shows  Incentive programs
  • 11.
  • 12. Direct Marketing ■ Involves making direct connections with carefully targeted individual customers to both obtain an immediate response and cultivate lasting customer relationships. ■ It is done through the use of direct mail, telephone, direct- response television, e-mail and the internet to communicate directly with specific consumers. ■ Channels used for direct marketing include catalogs and telemarketing.