By Jim Blythe

Necessities of promoting offers an outline of the concepts, helping theories and tactical decision-making approaches fascinated with advertising. in addition to conventional advertising and marketing strategies, updated issues similar to eco-friendly concerns, post-modern pondering, dating advertising and ethics also are coated. This e-book is geared toward undergraduates taking an introductory advertising direction.

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Product, price, promotion and profit. 9 Physical evidence refers to: (A) (B) (C) Those features of a product that can be seen. Those features of a service that are tangible. Those features of a product that can be proved to exist. 10 Process refers to: (A) (B) (C) The way a product is made. The way a service is delivered. The way a product is disposed of. FURTHER READING The Marketing Book edited by Michael Baker (London, Heinemann/Chartered Institute of Marketing, 1991) contains a very good chapter by Michael Baker himself on the history of the marketing concept.

In other words, all retailers had to sell at the same price, so price competition was impossible. Tesco attacked this problem in two ways – firstly, the company gave out trading stamps which loyal customers could collect and redeem against gifts of household goods, and secondly Jack Cohen was active in lobbying Parliament for a change in the law. In 1964 the Resale Price Maintenance law was repealed and Cohen was able to pursue a vigorous price-cutting approach to business (although trading stamps continued until 1977).

It seems likely that technological change will continue to increase, and that more new industries will appear in future. The corollary, of course, is that some old industries will disappear, or at the very least will face competition from entirely unexpected directions. Identifying these trends in advance is extremely difficult, but not impossible. Chapter 12 contains more on Internet marketing, and the impact of information technology. 36 Chapter 2 • The marketing environment The macro-environment also contains the remainder of the organisation’s publics.

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