4. Promotional mix
Ex. 1. Study the elements of the promotional mix. Try to explain what the
term " Promotional mix" means and what it is used for.
Ex. 2. Translate into English:
Что такое Promotion?
Понятие "promotion" намного шире понятия "реклама".Promotion – это попытка маркетологов убедить людей участвовать в процессе купли – продажи. Маркетологи используют разные средства для продвижения своих товаров и услуг. Наряду с рекламой они используют общественные отношения, работу торговых представителей, средства массовой информации, передачу информации из "уст в уста", различные шоу и выставки для того, чтобы проинформировать потенциальных покупателей о производителях и их товарах и услугах.
5. Check your knowledge of marketing
Ex. 1. What marketing terms do these definitions explain?
See prompts below.
A process of planning and executing the conception, pricing, promotion
and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives.
An attempt by marketers to persuade others to participate in an exchange with them.
Any information about an individual, a product, or an organization that is distributed to the public through the media.
A group of potential customers with similar characteristics that a market tries to satisfy better than the competition.
The combination of the product, the price of the product, the means for its distribution (place) and the promotion of the product to reach a firm's target market.
Communication designed to stimulate immediate purchases using tools such as coupons, contests, rebate, free samples, etc.
The coordination of advertising, sales promotion, personal selling, public relations, and sponsorship to reach consumers with a powerful effect in the market.
Paid, non - personal communication from an identified sponsor using mass media to persuade or influence an audience.
All marketing activities required to understand the global marketing environment, the customer's needs and wants, and the competition.
10.The combination of tools marketers use to promote their products or
services.
11.A set of independent organizations that make a product or service
available for purchase by consumers or businesses.
12.The process of creating an image, reputation, or perception of the
company or its goods or services in the consumer's mind.
13. Face – to – face presentation and promotion of goods or services to
potential customers by sales representatives.
14. One of the promotion tools, which is not paid, personal, does not go
through a medium, is performed by people who already use the certain
product or service.
15. The process of selecting which market segments the organization will
emphasize in attempts to satisfy customers better that is competitors.
16. All decisions about which product to develop, its design, brand name,
packaging, warranties, etc.
17. ●To understand the needs and wants of customers
●To create customer value through satisfaction and quality
● Operate more effectively and efficiently than competitions
18. A plan for the best use of an organization's resources to reach its
objectives.
19. The use of publicity and other non-paid forms of communication to
present the firm and its products positively.
prompts: marketing concept, marketing process, PR, publicity, advertising, target market, promotion, IMC, marketing mix, distribution channel, word-of-mouth, sales promotion, personal selling, positioning, situation analysis, marketing strategy, targeting, promotional mix, product strategy.