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Chapter 10 (p. 260-264) Product Adoption Process (awareness, interest, evaluation, trail, adoption, read table 10.2) Innovators, early adopters, early majority, late majority, laggards Why some products Fail and Others Succeed Chapter 17 Read, "St. Paul Saints -- A Winning Combination of Sport and Promotion," p. 431 Integrated marketing communication Promotion and the Communication Process (communication, source, receiver, coding process (encoding), medium of transmission, decoding, noise, feedback, channel capacity) Objectives of promotion (create awareness, primary demand, pioneer promotion, selective demand, encourage product trial, identify prospects, retain loyal customers, facilitate reseller support, combat competitive promotional efforts, reduce sales fluctuations) The Promotion Mix (advertising, personal selling, public relations, sales promotion) Read "Clicking Coupons Instead of Clipping Them," p. 443. Push and Pull Channel Policies, p. 447 Read all Criticisms and Defenses of Promotion Chapter 18 The Horn Group: "The Magic of PR" The Nature and Types of Advertising (institutional, advocacy, product, pioneer, competitive, comparative, reminder, reinforcement) Developing an Advertising campaign (all steps and budgeting types, cost comparison indicator, copy, storyboard, artwork, illustrations, layout, pretest, consumer jury, posttest, recognition test, unaided recall, aided recall) Read, "Is it Fair to Advertise to Vulnerable Groups?," p. 460 Public Relations Tools (publicity, news release, feature article, captioned photograph, press conference -- check out table 18.4) Evaluating Public Relations effectiveness (environmental monitoring, public relations audit, social audit) Dealing with Unfavorable Public Relations |
Chapter 19 "McDonald's -- Turning Success Into an Annual Event," p. 484 The Nature of Personal Selling Prospecting, Preapproach, approach, making the presentation, overcoming objections, closing, following up Types of Salespersons (order getter, order takers, inside order takers, field order takers, support personnel, missionary salespersons, trade salespersons, technical salespersons" "Personal Selling Confronts Cyber-Selling," p. 491 The Nature of Sales Promotion Sales Promotion Opportunities and Limitations Consumer and trade sales promotion methods Coupons, demonstrations, frequent-user incentives, POP materials, free samples, rebates, money refunds, premiums, cents-off offers, consumer contests and games, sweepstakes, buy-back allowances, buying allowances, scan-back allowances, free merchandise, merchandise allowances, cooperative advertising, premium or push money, sales contests, dealer loader Chapter 23 "Dell Reshapes PC Industry," p. 596 What is Electronic Marketing (e-commerce, e-marketing) Basic Characteristics of Electronic Marketing (addressability, cookie, interactivity, community, memory, control, hypertext, portal, accessibility, URL, digitilization Read "E-marketing strategy" (pp. 605-610) Advertising and publicity (banner ads, keyword ads, button ads, interstitials, sponsorship ads) Personal selling and sales promotion, pricing considerations -- digital currency Legal and Ethical Issues Associated with E-marketing Read "TRUSTe: Building a Web You Can Believe In," p. 615 Look at Taable 23.4, AMA's Code of Ethics for Marketing on the Internet |
