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Submitted by JoeMama1 on February 15, 2006
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1. A marketing channel is a system of marketing institutions that promotes the physical flow of goods and services, along with ownership title, from producer to consumer or business user; also called a distribution channel. The choice of marketing channels should support the firm's overall marketing strategy, for a lawn products business, the best marketing channels would be direct channels, producer to wholesaler to business user, and producer to wholesaler to retailer to consumer. Selling lawn products to a service provider (i.e. gardener, landscaper, etc.) would be a great opportunity for a reverse channel.
2. The coordination of all promotional activities media advertising, direct mail, personal selling, sales promotion, and public relations to produce a unified, customer- focused promotional message is Integrated Marketing Communication. Integrated Marketing Communication uses database technology to refine the marketer's understanding of the target audience, segment this audience and select the best type of media for each segment. With Integrated Marketing Communication, organizations can compile different kinds of data into complete databases with customer information including, names and addresses, demographic data, lifestyle considerations, brand preferences, and buying behavior. During the busy holiday season, a toy company may want to tie in its products with a promotion. For example, General Mills and Nintendo hooked up to print Nintendo video game tips on 11 million fruit snack packages.
3. Advertising is paid, non-personal communication through various media by business firms, not for profit organizations, and individuals who are identified in the advertising message and who hope to inform or persuade members of a particular audience. Public relations are a firm's communications and relationships with its various publics. Sales promotion is marketing activities other than personal selling, advertising, and publicity that...
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