Promocja

• Autorzy: Małgorzata Keck-Wilk

Warianty tytułu

Promotion

• Języki publikacji: PL

Abstrakty

Wytworzenie odpowiednich towarów i dostarczenie ich odbiorcom w odpowiednim miejscu i czasie nie wystarczy jeszcze dla sprawnego funkcjonowania rynku. Obok tego należy stworzyć skutecznie działający system informujący nabywców o towarach, ich walorach użytkowych, a także o miejscu i czasie ich nabycia. Przedsiębiorstwo powinno nie tylko czerpać z rynku niezbędne informacje o potrzebach nabywców, ale również przekazywać informacje na rynek - odbiorcom w celu wywołania z ich strony zamierzonych reakcji. (abstrakt oryginalny)

EN

Modern marketing calls for more than developing a good product, pricing it attractievely, and making it available to target customers. Companies must also communicate with their customers. To communicate well, companies, often hier advertising agencies to develop effective ads, sales-promotion specialists to design sales incentive programs, and public relations firms to develop corporate images. They train their salespeople to be friendly, helpful, and persuasive. For most companies the question is not whether to communicate, but how much to spend and in what ways. A modern company managers a complex marketiing-communications system. The company communicates with their consumers and publics. Consumers have word-of-mouth communication with each other and with other publics. Meanwhile, each group provides feedback to every other group. A company's total marketing communications program-called its promotion-consists of the specific blend of the specific blend of the specific blend of advertising, sales promotion, public relations and personal selling that the company uses to pursue its advertising and marketing objectives. Within these categories are specific tools, such as sales presentations, point of purchase displays, specialty advertising, trade shows, fairs, demonstrations, catalogues, press kits, posters, contents, premiums, coupons and trading stamps. At the same time, communications go beyond these specific promotion tools. The product's design, its price, the shape and colour of its package, and the stores that sell it all communicate something to buyers. Therefore, although the promotion mix is the company's primary communication activity, the entire marketing-mix - promotion and product, price and place - must be coordinated for the greatest communication impact. (original abstract)

Słowa kluczowe

PL

Komunikowanie marketingowe; Marketing-mix; Promocja; Reklama; Promocja sprzedaży; Sprzedaż osobista; Public relations

EN

Marketing communication; Marketing-mix; Promotion; Advertising; Selling promotion; Personal selling; Public relations

• Czasopismo: Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Łódzka
• Rocznik: 1996
• Numer: z. 26, nr 740
• Strony: 107--124

Twórcy

autor

Małgorzata Keck-Wilk

Bibliografia

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