Chapter 20- Marketing Mix

promotion and place

promotion

the use of advertising, sales promotion, personal selling, direct mail, trade fairs, sponsorship and public relations to inform consumers and persuade them to buy

advertising

paid-for communication to inform and persuade consumers, using media such as TV, newspapers and cinema

direct promotion

a range of promotional activities aimed directly at target customers. It is also known as direct marketing

sales promotion

incentives such as special offers or special deals directed at consumers or retailers to achieve short-term sales increases and repeat purchases by consumers

promotion mix

the combination of promotional techniques that a firm uses to sell a product

digital promotion

the promotion of products using digital technologies, mainly on the internet but also including mobile (cell) phones

e-commerce

the buying and selling of goods and services by businesses and consumers through an electronic medium

channel of distribution

the chain of intermediaries a product passes through from producer to final consumer

online marketing (e-commerce)

selling and marketing activities that use the internet, email and mobile communications to encourage direct sales via electronic commerce

digital distribution

the delivery or distribution of digital media content such as audio, video, TV programmes, films, software and video games

physical distribution

the activities that combine to achieve the efficient movement of finished products from the end of the production operation to the consumer

integrated marketing mix

the key marketing decisions complement each other and work together to give customers a consistent message about the product