Promotion.

It is wrong to think that a consumer-oriented product will sell. Even a good, attractively placed product has to be made known to its target customer. The producer has to develop a brand awareness, i.e. to inform potential customers, dealers and retailers about the product’s existence, features, advantages and so on. This is clearly the matter of promotion. Marketers usually have to decide which tools – advertising, public relations, sales promotion or personal selling – to use and what proportion.

Direct advertising includes commercial TV and radio, magazines and newspapers, transport, posters, leaflets and hands-out. Advertising tends to be very expensive; it is usually placed in the media which will reach the market segment in the most beneficial way.

Public relations (PR) is concerned with creating, maintaining, improving and protecting the image of a company or product. It is believed that by maintaining a good public image, other trading activities will be smoothed and encouraged. Public relations include open days, visitor centers, press statements, charitable donations and community projects, sponsorship and so on.

Sales promotion such as free samples, coupons, price reductions, competitions are temporary tactics to stimulate earlier or stronger sales of a product.

Personal selling is the most expensive promotional tool and it is generally used as a complement to advertising. It includes person-to-person direct communication where the benefits of the product are expanded. It has the following methods: shops employing sales people, trade counters, showrooms and travelling representatives.

I. Answer the questions

1. What is marketing?

2. What is the aim of the “market conception”?

3. What markets were created rather than identified?

4. Why do companies carry out marketing research?

5. What are the 4 Ps of marketing?

6. What are the two types of product?

7. What are the two categories of consumer goods?

8. What are industrial goods?

9. According to what factors is the potential market segmented?

10. What does the price of the product depend on?

11. What is the simplest pricing model?

12. Why is it necessary to promote goods and services?

13. What are the promotion tools?

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Marketing Mix (the 4 Ps of Marketing)	\|	IV. Listen to the last part of the interview and answer the questions.

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