AutoSave ON A CFOG ... WK10_Marketing_Portfolio_CH15 - Last Modified: Tue at 1:30 PM Q Home Insert Draw Design Layout References Mailings Review View Tell me Comments Editing LE Share Verdana 12 AA Aa v AaBbCcDdEe AaBbCcDdEe AaBbCcD AaBbCcDdEE AaBb( 0 Paste B I U ab X2 v LV Av Normal No Spacing Heading 1 Heading 2 Title Styles Dictate Sensitivity Editor Pane MARKETING PORTFOLIO ~ WEEK 10 (CHAPTER 15) CHAPTER 15 Promotion, a critical part of the Marketing Mix, informs customers of product benefits. Define "promotion and explain the use of a promotional strategy The purpose of your promotional strategy is to convince customers 2 your product/service is superior. Explain the concept of "competitive advantage." Define the concept of a promotional mix. identify the five elements of the promotional mix (which 3 is part of the marketing mix; careful not to confuse!). See Exhibit 15.1. Managers must communicate its selling message to potential customers. Define communication. Describe the differences Chapter 15 - Marketing Communications 5 in interpersonal communication and mass communication. Describe the elements 6 of the communication process. (See Exhibit 15.2) What are the four key goals of a retailer's Promotion Mix? Explain how Advertising 8 differs from Promotion. Describe how Publicity 10 | differs from Public Relations. Point out the differences 11 | in Personal Selling and Sales Promotion. Page 1 of 2 277 words X English (United States) Accessibility: Investigate Focus E + 100%