Final Review

Focus on these specific areas in each chapter.

17    Integrated Marketing Communications

    Role of Promotion
    Promotion and Communication
    Objectives of Promotion
    The Promotion Mix
    Promotion Mix Elements

18    Advertising and Public Relations

    Components of the Advertising Campaign   
    Public Relations
    Types of Advertising

19    Personal Selling and Sales Promotion

    Personal Selling
        Elements
        Types of salespeople
        Compensation
    Sales Promotion
        Consumer sales promotion examples   
        Trade sales

20    Pricing Concepts

    Price vs non-price competion
    Elasticity and demand curve
    Breakeven analysis
    Factors impacting price

21    Setting Prices

    Objectives
    Target markets
    Pricing decisions
    Pricing strategies

15    Wholesaling

    Wholesaling functions, services and types
    Physical Distribution objectives and functions

23    Marketing On-Line

    Basic Characteristics   
    Strategies
        Targets
        Product Considerations
        Distribution
        Promotion
        Pricing