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The marketing mix - promotion (marketing communications) and pricing, mix,…
The marketing mix - promotion (marketing communications) and pricing
promotion
definition
an
audience-centered
activity
designed
to
engage
audiences
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three
levels
of
engagement
relational
behavioural
cognitive
pricing
types
competitor-based
customer-based
good-value
demand
value-added
psychological
cost-based
break-even
point
factors
affecting
pricing
decisions
competition
value perceptions
costs
in
business
markets
discouns
quantity
cash
trade/functional
seasonal
allowances
informing
decisions
survey
Van
Westendorp
general
conjoint
analysis
elasticity
modeling
experimantation
ethical
considerations
super-sized
segmented
dynamic
mix
digital
marketing
sales
promotion
direct
marketing
personal
selling
public
relations
sponsorship
advertising
choice
criteria
size
of
the
target
audience
and
its
geographical
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target
audiences'
preferences
behaviour
level
of
financial
resources
for
investment
goals
for
communication
extend
of
desired
control
over
the
message
sent
communication
process
source
coded message
medium of transmission
decoded message
receiver
feedback
effectivenes problem
macro
level
of
marketing
communications
audience experience
planned marketing communications
unplanned marketing communications
service experience-based communications
product experience-based communications
technical problem
semantic problem