Chapter 1 Marketing Is Dynamic!
23
the process of buying products, 1-8. These
activities include selling, advertising, sales
promotion, and publicity. A salesperson
delivers promotional messages when he or
she helps a customer. Advertising delivers
promotional messages on TV, radio, Web
sites, cell phones, billboards, magazines,
and through many other formats. Sales
promotion includes free samples and
contests.
Another aspect of promotion focuses on
the company rather than the product. This
type of communication is often designed
to promote a positive image of a company
and its products. For example, a company
may send out a publicity release about
its charitable activities to print in a local
newspaper. This aspect of promotion is
called publicity, or public relations.
Name three locations that you have seen an ad
in the past week. What were the ads? Did any of
them influence you to make a purchase? Why?
3
Reality Check
Marketing Is the
Marketing Mix
Marketers have hundreds of choices
for each of the Four Ps. For each product
that a company markets, the marketers
develop a plan called the marketing mix.
The marketing mix is a plan of action for
marketing a product; it consists of the
decisions made about each of the Four Ps for
1-7
The place element includes deciding where to locate your store and how to get goods to your store.