新编实用英语第二版3unit1电子教案.ppt

Return to Menu;Passage I Related Information Intensive Study Practice;Text Related Information;Text Related Information;Text Related Information;Text Related Information;Intensive Study;Promotion Methods A marketing manager can choose from several promotion methods — personal selling, mass selling, and sales promotion. Personal selling — flexibility is its strength Personal selling involves direct face-to-face communication between sellers and potential customers. Face-to-face selling also provides immediate feedback — which helps salespeople to adapt. Salespeople are included in most marketing mixes. But personal selling can be very expensive. So it’s often desirable to combine personal selling with mass selling and sales promotion. Mass selling — reaching millions at a price or even free Mass selling is communicating with large numbers of potential customers at the same time. It’s less flexible than personal selling.;Advertising is the main form of mass selling. Advertising is any paid form of nonpersonal presentation of ideas, goods, or services by an identified sponsor. It includes the use of such media as magazines, newspapers, radio and TV, signs, and direct mail. While advertising must be paid for, another form of mass selling — publicity — is “free”. Publicity is any unpaid form of nonpersonal presentation of ideas, goods, or services. Of course, publicity people are paid. But they try to attract attention to the firm and its offerings without having to pay media costs. For example, book publishers try to get authors on TV “talk shows” because this generates a lot of interest — and book sales — at no cost to the publisher. When Coleco introduced its Cabbage Patch dolls, it held press;If a firm has a really new message, publicity may be more effective than advertising. Trade magazines, for example, may carry articles featuring the newsworthy products of regular advertisers — in part because they are regular advertisers. The firm’s publicity people write th