16 Reviewing and Extending the Concepts

Objectives Review and Key Terms

Objectives Review

This chapter is the third of four chapters covering the final marketing mix element—promotion. The previous two chapters dealt with overall integrated marketing communications and with advertising and public relations. This chapterinvestigated personal selling and sales promotion. Personal selling is the interpersonal arm of the communications mix. Sales promotion consists of short-term incentives to encourage the purchase or sale of a product or service.

Objective 16-1 Discuss the role of a company’s salespeople in creating value for customers and building customer relationships. (pp 456458)

Most companies use salespeople, and many companies assign them ...

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