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PA Document Systems

Summary:A manufacturer of affordably priced printing and document management equipment for large offices is introducing a new high-end product. However, some in the sales force have significant reservations about the new product and, in particular, the objectives management has set for selling it. Also, one of the top sales representatives wonders about the potential ramifications …

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Users Speak

Summary:A social media startup focused on health care services is facing a crucial point as it tries to establish a niche in a market dominated by well-known competitors. Nearly two years after entering the market, the company’s founders are concerned. While the company has spent heavily on promotion, the number of users joining this new …

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Pricing Decisions Tutorial

What do the following words have in common? Fare, dues, tuition, interest, rent, and fee. The answer is that each of these is a term used to describe what one must pay to acquire benefits from another party. More commonly, most people simply use the word price to indicate what it costs to acquire a …

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What is Price?

In general terms, price is a component of an exchange or transaction that takes place between two parties and refers to what must be given up by one party (i.e., buyer) in order to obtain something offered by another party (i.e., seller). Yet this view of price provides a somewhat limited explanation of what price …

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Public Relations Tutorial

Of the four promotional mix options available to marketers, public relations (PR) is probably the least understood and, consequently, often receives the least amount of attention. Many marketers see public relations as only handling rudimentary communication activities, such as issuing press releases and responding to questions from the news media. But in reality, in a …

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Advertising Tutorial

In the next five sections of the Principles of Marketing Tutorials we begin an in-depth look at each promotional mix item. In this tutorial, we present the first of a three-part examination of advertising with a discussion of basic concepts and trends. Our coverage of advertising continues in our Managing the Advertising Campaign Tutorial, where …

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Sales Promotion Tutorial

In a time when customers are exposed daily to a nearly infinite amount of promotional messages, many marketers are discovering that advertising alone is not enough to move members of a target market to take action, such as convincing them to try a new product. In addition, some marketers are finding that certain characteristics of …

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What is Advertising?

Advertising is a non-personal form of promotion that is delivered through selected media outlets that, under most circumstances, require the marketer to pay for message placement. Advertising has long been viewed as a method of mass promotion in that a single message can reach a large number of people. But, this mass promotion approach presents …

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Distribution Decisions Tutorial

Our discussions in the tutorials Product Decisions and Managing Products indicate product decisions may be the most important of all marketing decisions since these lead directly to the reasons why customers decide to make a purchase (i.e., offer benefits that satisfy needs). But having a strong product does little good if customers are not able …

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