MyLab Marketing with Pearson eText -- Access Card -- for Principles of Marketing
MyLab Marketing with Pearson eText -- Access Card -- for Principles of Marketing
17th Edition
ISBN: 9780134518282
Author: Philip T. Kotler, Gary Armstrong
Publisher: PEARSON
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Question
Chapter 14, Problem 14.1DQ
Summary Introduction

To determine: The five major promotion tools used in marketing.

Introduction:

Promotion tools are the marketing communication mixes that the companies use to build customer relationship, involve customer, and communicate customer value.

Expert Solution & Answer
Check Mark

Answer to Problem 14.1DQ

  • Advertising
  • Sales promotion
  • Personal selling
  • Public relation
  • Direct and digital marketing

Explanation of Solution

The following diagram represents the major promotional tools:

MyLab Marketing with Pearson eText -- Access Card -- for Principles of Marketing, Chapter 14, Problem 14.1DQ

Five major promotional tools used in marketing are listed below:

  • Advertising: Advertising refers to any payment of non-personal presentation of goods, services, or ideas that are recognized by a sponsor.
  • Sales promotion: It is a short-term incentive used mainly to encourage the selling or buying of product or service.
  • Personal selling: Personal selling involves interaction with the customers personally for purpose of building customer relationship, selling, and engaging customers.
  • Public relation: Public relations aids in building good relations between a company and public like building up a company image, favorable publicity, heading off unfavorable events and gossips, and handling.
  • Direct and digital marketing: Direct and digital marketing refers to directly engaging with the individual customer and customer communities. This helps in instant response and builds an everlasting relationship with customers.

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