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The Marketing Mix: Promotion

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Select one product from each category:

Airline Flights
Carbonated Soft Drinks

Give an appropriate promotions strategy for each example. Compare and contrast the two strategies and explain similarities and differences.

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An appropriate promotions strategy for Airline Flights, such as flights of companies like Jet Blue or Southwest, will be discount on return fares booked in advance, say 10 day advance booking or discount on hotels or airport pickup and drop services. Promotions such as frequent flyer programs are also used by airline flights

An appropriate promotions strategy for Carbonated Soft Drinks, such as Coke or Pepsi, would be ...

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The Marketing Mix: Promotion Strategies

The Organization is Wal-Mart

In SLP04 you will analyze Promotion by the organization you chose for your Session Long Project. As indicated in your Module 4 readings, promotion encompasses


Personal Selling,

Sales Promotion,

Publicity, and

Public Relations

Be sure to bring in illustrative materials to demonstrate your understanding of the marketing principles your company is following.

16) Recalling that promotion includes: Advertising, Personal Selling, Publicity, and Sales Promotion, describe the PROMOTIONAL MIX of your chosen organization,

17) Analyze the promotion of your chosen organization relative to your products and markets as if you were making a report to management. Be as specific as possible and be sure to draw on Module 4 background materials in describing the INTEGRATION of the MARKETING MIX..

18) Briefly (1-4 paragraphs), explain if and/or how your organization has COMPETITIVE ADVANTAGE in PROMOTION? If it does not have competitive advantage in promotions, explain why it doesn't have that advantage.

Please remember: All SLP discussions about competitive advantage must be specific; that is, directed toward each competitor. A simplistic example is that Burger King may have competitive advantage over KFC in terms of advertising, but it does not have competitive advantage over McDonald?s. Of course, you would elaborate more and explain why your organization does or does not have competitive advantage in promotion relative to each particular competitor.

In addressing the questions, at a minimum use PROMOTION STRATEGY as your heading and use the CAPITALIZED and BOLD words in the sections as subheadings.


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