Study Guide Marketing

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Business in WA » Small Business Development Corporation (SBDC) » Corporate Publications » Marketing - Promotion Strategy
Marketing - Promotion Strategy
Promotion is the method you use to spread the word about your product or service to customers, stakeholders and the broader public.
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Once you’ve identified your target market, you’ll have a good idea of the best way to reach them, but most businesses use a mix of advertising, personal selling, referrals, sales promotion and public relations to promote their products or services. 1. -------------------------------------------------
Advertising
2. -------------------------------------------------
Selling
3. -------------------------------------------------
Sales Promotion 4. -------------------------------------------------
Public Relations
-------------------------------------------------
1. Advertising
What is advertising?
Advertising is a form of communication designed to persuade potential customers to choose your product or service over that of a competitor
Successful advertising involves making your products or services positively known by that section of the public most likely to purchase them.
It should be a planned, consistent



References: According to Shaw, Eric (2012). Marketing Strategy: From the Origin of the Concept to the Development of a Conceptual Framework. Journal of Historical Research in Marketing., there is a framework for marketing strategies. * Market growth strategies "In the early growth stage, the marketing manager may choose from two additional strategic alternatives: segment expansion (Smith, Ansoff) or brand expansion (Borden, Ansoff, Kerin and Peterson, 1978)" (48). * Smith’s “differentiation and segmentation strategies” "In product differentiation, according to Smith (1956, p

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