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Ch14-IntrotoBusiness

Ch14-IntrotoBusiness

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Published by Minh Quan

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Published by: Minh Quan on Apr 09, 2013
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04/09/2013

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Promotion and
Pricing StrategiesChapter 14
 
Discuss how integrated marketing
communications relates to a firm’s
overall promotion strategy.
Explain promotional mix and
outline the objectives of promotion.Summarize the different types of advertising and advertising media.Outline the roles of salespromotion, personal selling, andpublic relations.
Describe pushing and pulling
promotional strategies.Outline the different types of pricing strategies.Discuss how firms set prices inthe marketplace, and describe thefour alternative pricing strategies.Discuss consumer perceptions of price.
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Promotion 
is the function of informing,persuading, and influencing a purchasedecision.
Integrated marketing communications(IMC)
is the coordination of all promotionalactivities
media advertising, direct mail,personal selling, sales promotion, andpublic relations
to produce a unifiedcustomer-focused message.

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