11 May WHAT VALUE DOES DIRECT MARKETING PROVIDE CUSTOMERS?
Discuss the role of promotion in the four stages of the
product life cycle.
222. What three product characteristics should be considered
when selecting promotional tools? For each characteristic, give an example of a
product where the characteristic is very important.
223. Knowing which stage of the purchase decision
process the consumer is in can affect the promotional mix. How does the
importance of advertising, personal selling and sales promotion change as a
consumer moves through stages of the decision process?
224. Compare push and pull strategies as alternative
promotional methods of moving a product through a channel of
distribution.
225. The promotion decision process is divided into (1)
developing, (2) executing and (3) evaluating the promotion program. Development
of the promotion program focuses on the four Ws. What are they?
226. Explain what the hierarchy of effects is. List and
explain the five stages.
227. What is best approach for determining a promotion
budget? What advantages does this method offer that other methods do not?
228. What value does direct marketing provide
customers?
221. Discuss the role of promotion in the four stages of the
product life cycle. 222. What three product characteristics should be considered
when selecting promotional tools? For each characteristic, give an example of a
product where the characteristic is very important. 223. Knowing which stage of the purchase decision
process the consumer is in can affect the promotional mix. How does the
importance of advertising, personal selling and sales promotion change as a
consumer moves through stages of the decision process? 224. Compare push and pull strategies as alternative
promotional methods of moving a product through a channel of
distribution. 225. The promotion decision process is divided into (1)
developing, (2) executing and (3) evaluating the promotion program. Development
of the promotion program focuses on the four Ws. What are they? 226. Explain what the hierarchy of effects is. List and
explain the five stages. 227. What is best approach for determining a promotion
budget? What advantages does this method offer that other methods do not? 228. What value does direct marketing provide
customers?
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