Description
Week 11 introduces promotional elements. The advantages and disadvantages of promotional elements are discussed along with the factors affecting the selection of the promotional mix. The stage in the product's life cycle dictates a certain promotional objective. The use of promotional elements also relates to the product's characteristics such as complexity, risk, and ancillary services. Marketers pay attention to the consumer's purchase decision process and apply promotional tools aligned with the stages of the decision-making process. Promotional tools can be directed towards intermediaries in the marketing channel as well as ultimate consumers. There are push and pull strategies applied by businesses. The lesson introduces these strategies and ends with a detailed examination of direct marketing activities.
Related Readings
It is recommended that you complete the accompanied readings from the course textbook that complement the lessons. The readings include content and additional examples that will allow you to achieve the indicated learning outcomes as indicated in your textbook for Chapter 16 and will cover content for Week 11. You will be expected to achieve the learning outcomes LO2 (Lesson 11.1), LO3 (Lesson 11.2), LO4 and LO6 (Lesson 11.3).