BUSSPP 0200 1st Edition Lecture 16Outline of Last Lecture Outline of Current LectureCurrent LectureI. Promotion A. Make the customer understand that we exist in the market as a sellerB. C. Value proposition II. A Story…A. Firm: buy a car. 1. Atkin REALY loves cars. (yet buys them as transportation only) 2. 2002/2003… Atkin’s in Dublin3. Letter from fancy car dealer. 4. Salespeople match the demographics of the buyer (think Saturn)B. What elements of promotion? 1. Direct marketing 2. Personal sales3. Sales promotion – try or buy4. Advertising – throughout 5. Public relations – salesperson attire, business presentation a. try to estimate how much this campaign cost (fixed cost, independent of quantity sold)b. Who pays for this campaign? Dealership Domner-Benz Saks $25,000 Gift card #1 x $35 Gift card #2 x $350 Mailing #1 x x $10 Mailing #2 x x $10 Sales, reception, cookies -- -- ------ Car x x $20 Mailing List x $50?These notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.*Mark-up: there’s a cost to the retailer. Retailer multiplies by some factor to get price (2-3x amt)*Retail value DOES NOT imply total
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