Chapter 14 Promotion and Pricing Strategies. Learning Goals. Describe pushing and pulling promotional strategies. Discuss the major ethical issues involved in promotion. Outline the different types of pricing strategies.
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Promotion and Pricing Strategies
Describe pushing and pulling promotional strategies.
Discuss the major ethical issues involved in promotion.
Outline the different types of pricing strategies.
Discuss how firms set prices in the marketplace, and describe the four alter-native pricing strategies.
Discuss consumer perceptions of price.
Discuss how integrated marketing communications relates to a firm’s overall promotion strategy.
Explain promotional mix and outline the objectives of promotion.
Summarize the different types of advertising and advertising media.
Outline the roles of sales promotion, personal selling, and public relations.