Marketing Ch.12

Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.

Short-term incentives to encourage the purchase or sale of a product or service.

Building good relations with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events.

Personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships.

Direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships the use of telephone, mail, fax, e-mail, the Internet, and other tools to communicate directly with specific consumers.