© 2009 The McGraw-Hill Companies, Inc. All rights reserved. 10 McGraw-Hill The 4Ps of Marketing: Promotion Promotion mix Integrated Marketing Communication (IMC) Advertising Learn about products Free entertainment Covers production costs Product placement

© 2009 The McGraw-Hill Companies, Inc. All rights reserved. 11 McGraw-Hill Helping others satisfy wants & needs Costly Steps in the Selling Process Prospect and qualify. Pre-approach. Approach. Make presentation. Answer objections. Close sale. Follow-up. Personal Selling

© 2009 The McGraw-Hill Companies, Inc. All rights reserved. 12 McGraw-Hill Public Relations Three steps –Listen –Change –Inform Demands a dialogue Establish good relations Publicity –Interesting and newsworthy –Media not obligated to use press releases

© 2009 The McGraw-Hill Companies, Inc. All rights reserved. 13 McGraw-Hill Sales Promotions Supplements personal selling, advertising and public relations Internal External Trade shows Sampling Event marketing Other Types of Promotion Viral marketing Word-of-mouth promotion