国际商务管理概论与结算英文版课件修订版朱文忠 9787 81134 803 311.pptVIP

Lecturer: Zhu Wenzhong LEARNING GOALS Key learning goals: This topic will introduce the definition of promotion and various methods of promotion in marketing management. Explain the definition of promotion and the major objectives of promotion. Explain the major types of advertising media. State the definition of merchandising. Please give some examples of public relations as a advertising media.  What is promotion? Promotion is the attempt to draw attention to a product in order to gain new customers or retain existing customers. The objectives of promotion: The main objective of any promotion is to obtain new customers and retain existing customers. However, there are some other objectives, such as: To make customers aware of the product To reach a target audience group which might be far-away. To remind or improve the image of the business rather than the product. To build up confidence in the product for existing customers. To increase the sales of a given product or service.…  Question for your critical thinking: Why do you think that promotion may build up confidence for existing customers? Comparing the Components of the Promotional Mix  Methods of promotion: There are quite a number of promotion methods in practice. Common methods of promotion used are as follows: Sales promotion Advertising Exhibitions/trade fairs Personal selling Merchandising Direct mailing Public relations …  Methods of promotion: Two types of promotion: 1) Above-the-line promotion: Promotion in the media such as advertising 2) Below-the-line promotion: All other promotion such as sponsorship, sales promotion, etc.  Advertising: Types of advertising media used for promotion. There are a number of types of advertising media that a business can choose from in order to make customers aware of its pr