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Basic Marketing: A Global−Managerial Approach Chapter 14

Chapter 14. Promotion − Introduction to Integrated Marketing Communications. When You Finish This Chapter, You Should: 1. Know the advantages and disadvantages of the promotion methods a marketing manager can use in strategy planning. | 14. Promotion - I Text Introduction to Integrated Marketing Communications Perreault-McCarthy Basic Marketing A Global-Managerial Approach 14 e The McGraw-Hill Companies 2002 When You Finish This Chapter You Should 1. Know the advantages and disadvantages of the promotion methods a marketing manager can use in strategy planning. Chapter Fourteen Promotion 2. Understand the integrated marketing communications concept and why most firms use a blend of different promotion methods. Introduction to 3. Understand the importance of promotion objectives. 4. Know how the communication process affects promotion planning. 5. Understand how direct-response promotion is helping marketers develop more targeted promotion blends. 6. Understand how new customer-initiated interactive communication is different. 7. Know how typical promotion plans are blended to get an extra push from middlemen and help from customers in pulling products through the channel. 8. Understand how promotion blends typically vary over the adoption curve and product life cycle. 9. Understand how to determine how much to spend on promotion efforts. 10. Understand the important new terms shown in red . Integrated Marketing Communications Chrysler s new-product development team faced a challenge. They needed to come up with an exciting vehicle that would generate a lot of interest and draw consumers into Chrysler showrooms. The objective wasn t just to sell the new car but to get a positive halo that would improve the image and sales of other cars in the line. In addition top management wanted the new design to cut costs and use capacity by sharing parts with other products like the Dodge Neon a not-so-popular economy sedan. By the way Chrysler also wanted the new vehicle to qualify as a truck to help meet government gas mileage requirements for its truck line. That s a tall order but out of this porridge came the idea for the PT Cruiser a big marketing success. The PT Cruiser s unique retro-look styling .