 |  Basic Marketing: A Global Managerial Approach, 10/e Stanley J. Shapiro
Kenneth B. Wong,
Queens School of Business
William D. Perreault,
University of North Carolina
E. Jerome McCarthy,
Michigan State University
Promotion - Introduction to Integrated Marketing Communications
Chapter ObjectivesWhen you finish this chapter, you should:
| Know the advantages and disadvantages of the promotion methods a marketing manager can use in strategic planning. |
| | | | Know how the communication process affects promotion planning. |
| | | | Understand how direct-response promotion is helping marketers develop more targeted promotion blends. |
| | | | Understand how new customer-initiated interactive communication is different. |
| | | | Understand the integrated marketing communications concept and why most firms use a blend of different promotion methods. |
| | | | Understand the importance of promotion objectives. |
| | | | Know how typical promotion plans are blended to get an extra push from intermediaries and help from customers in pulling products through the channel. |
| | | | Understand how promotion blends typically vary over the adoption curve and product life cycle. |
| | | | Understand how to determine how much to spend on promotion efforts. |
| | | | Understand the important new terms (shown in the margins). |
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2002 McGraw-Hill Higher Education