Promotion DecisionsThose unfamiliar with marketing often assume it is the same thing as advertising. Certainly our coverage so far in the Principles of Marketing Tutorials has suggested this is not the case. Marketing encompasses many tasks and decisions, of which advertising may only be a small portion. Additionally, when non-marketers hear someone talk about “promotion” they frequently believe the person is talking about advertising. While advertising is the most visible and best understood method of promotion, it is only one of several approaches a marketer can choose to promote their products and services. In this tutorial we begin our discussion of the third major area of the marketing mix – promotion.
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Samples of Marketing TutorialsWholesale Categories: Product Ownership Wholesalers can be classified based on whether they do or do not become the owners of the products they sell. By ownership we mean that title (i.e., legal ownership) has passed from the party from whom the wholesaler purchased the product (e.g., manufacturer) to the wholesaler. It also means the wholesaler assumes any risk that may arise wi |
Many view promotional activities as the most glamorous part of marketing. This may have to do with the fact that promotion is often associated with creative activity undertaken to help distinguish a company’s products from competitors’ offerings. While creativity is an important element in promotion decisions, marketers must also have a deep understanding of how the marketing communication process works and how promotion helps the organization achieve its objectives.

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