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Summary of marketing principles chapter 9


The marketing activities that make potential customers, partners and society aware of and attracted to the business's offerings

Cause-related marketing

Philanthropic activities tied to the purchase of a product

Integrated marketing communications (iMc)

The coordination of promotional efforts to maximize the communication effect

Pull policy

An approach in which a product is promoted to consumers to create demand upward through the marketing Distribution Channel

Push policy

An approach in which a product is promoted to the next organisation down the marketing distribution channel


Paid promotion of a business, product or brand to a mass audience


The proportion of the target audience exposed to the advertisement at least once


The number of times each target market member is exposed to the advertisement

Public relations

Promotional efforts designed to build and sustain good relations between an organisation and it's stakeholders


Unpaid exposure in the media

Sales promotion

Short-term incentives to encourage purchase of a product by either resellers or consumers

Premium offers

Bonus products given for free or sold at a heavily discounted price when another producr is purchased

Loyalty programs

Schemes that reward customers based on the amount they spend

Ambush marketing

The presentation of marketing messages at an event that is sponsored by an unrelated business or a competitor

Product placement

The paid inclusion of products in movies, television shows, video games, songs and books.

Guerrilla Marketing

The use of an aggressive and unconventional marketing approach.

Viral Marketing

The use of social networks to spread a marketing message

Permission marketing

Marketing that aims to build an ongoing relationship with customers


The paid association of a brand with an event or person

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