Chapter 14, Problem 14.1DQ

Summary Introduction

To determine: The five major promotion tools used in marketing.

Promotion tools are the marketing communication mixes that the companies use to build customer relationship, involve customer, and communicate customer value.

Answer to Problem 14.1DQ

• Advertising
• Sales promotion
• Personal selling
• Public relation
• Direct and digital marketing

Explanation of Solution

The following diagram represents the major promotional tools:

Five major promotional tools used in marketing are listed below:

• Advertising: Advertising refers to any payment of non-personal presentation of goods, services, or ideas that are recognized by a sponsor.
• Sales promotion: It is a short-term incentive used mainly to encourage the selling or buying of product or service.
• Personal selling: Personal selling involves interaction with the customers personally for purpose of building customer relationship, selling, and engaging customers.
• Public relation: Public relations aids in building good relations between a company and public like building up a company image, favorable publicity, heading off unfavorable events and gossips, and handling.
• Direct and digital marketing: Direct and digital marketing refers to directly engaging with the individual customer and customer communities. This helps in instant response and builds an everlasting relationship with customers.