Sales promotion is one of the elements of the promotional mix. The primary elements in the promotional mix are advertising, personal selling, direct marketing and publicity/public relations. Sales promotion uses both media and non-media marketing communications for a pre-determined, limited time to increase consumer demand, stimulate market demand or improve product availability. Examples include contests, coupons, freebies, loss leaders, point of purchase displays, premiums, prizes, product samples, and rebates.
Pricing is the process whereby a business sets the price at which it will sell its products and services, and may be part of the business's marketing plan. In setting prices, the business will take into account the price at which it could acquire the goods, the manufacturing cost, the marketplace, competition, market condition, brand, and quality of product.
In economics and marketing, product differentiation is the process of distinguishing a product or service from others to make it more attractive to a particular target market. This involves differentiating it from competitors' products as well as from a firm's other products. The concept was proposed by Edward Chamberlin in his 1933 book, The Theory of Monopolistic Competition.
Services marketing is a specialized branch of marketing which emerged as a separate field of study in the early 1980s, following the recognition that the unique characteristics of services required different strategies compared with the marketing of physical goods.
Consumer behaviour is the study of individuals, groups, or organisations and all the activities associated with the purchase, use and disposal of goods and services. Consumer behaviour consists of how the consumer's emotions, attitudes, and preferences affect buying behaviour. Consumer behaviour emerged in the 1940–1950s as a distinct sub-discipline of marketing, but has become an interdisciplinary social science that blends elements from psychology, sociology, social anthropology, anthropology, ethnography, ethnology, marketing, and economics.
Servicescape is a model developed by Booms and Bitner to emphasize the impact of the physical environment in which a service process takes place. The aim of the servicescapes model is to explain behavior of people within the service environment with a view to designing environments that does not accomplish organisational goals in terms of achieving desired behavioural responses. For consumers visiting a service or retail store, the service environment is the first aspect of the service that is perceived by the customer and it is at this stage that consumers are likely to form impressions of the level of service they will receive.
Salience is the state or condition of being prominent. The Oxford English Dictionary defines salience as "most noticeable or important." The concept is discussed in communication, semiotics, linguistics, sociology, psychology, and political science. It has been studied with respect to interpersonal communication, persuasion, politics, and its influence on mass media.
Social marketing is a marketing approach which focuses on influencing behavior with the primary goal of achieving "common good." It utilizes the elements of commercial marketing and applies them to social concepts. However, to see social marketing as only the use of standard commercial marketing practices to achieve non-commercial goals is an oversimplified view. Social marketing has existed for some time, but has only started becoming a common term in recent decades. It was originally done using newspapers and billboards and has adapted to the modern world in many of the same ways commercial marketing has. The most common use of social marketing in today's society is through social media.
The target audience is the intended audience or readership of a publication, advertisement, or other message catered specifically to the previously intended audience. In marketing and advertising, the target audience is a particular group of consumer within the predetermined target market, identified as the targets or recipients for a particular advertisement or message.
Once the strategic plan is in place, retail managers turn to the more managerial aspects of planning. A retail mix is devised for the purpose of coordinating day-to-day tactical decisions. The retail marketing mix typically consists of six broad decision layers including product decisions, place decisions, promotion, price, personnel and presentation. The retail mix is loosely based on the marketing mix, but has been expanded and modified in line with the unique needs of the retail context. A number of scholars have argued for an expanded marketing, mix with the inclusion of two new Ps, namely, Personnel and Presentation since these contribute to the customer's unique retail experience and are the principal basis for retail differentiation. Yet other scholars argue that the Retail Format should be included. The modified retail marketing mix that is most commonly cited in textbooks is often called the 6 Ps of retailing.
Visual merchandising is the practice in the retail industry of optimizing the presentation of products and services to better highlight their features and benefits. The purpose of such visual merchandising is to attract, engage, and motivate the customer towards making a purchase.
A touchpoint can be defined as any way consumers can interact with a business organization, whether it be person-to-person, through a website, an app or any form of communication. When consumers come in contact with these touchpoints it gives them the opportunity to compare their prior perceptions of the business and form an opinion.
Customer experience is the totality of cognitive, affective, sensory, and behavioral customer responses during all stages of the consumption process including pre-purchase, consumption, and post-purchase stages.
A brand is a name, term, design, symbol or any other feature that distinguishes one seller's good or service from those of other sellers. Brands are used in business, marketing, and advertising for recognition and, importantly, to create and store value as brand equity for the object identified, to the benefit of the brand's customers, its owners and shareholders. Brand names are sometimes distinguished from generic or store brands.
Color psychology is the study of hues as a determinant of human behavior. Color influences perceptions that are not obvious, such as the taste of food. Colors have qualities that can cause certain emotions in people. How color influences individuals may differ depending on age, gender, and culture. Although color associations can vary contextually between cultures, color preference is thought to be relatively uniform across gender and race.
Sensory design aims to establish an overall diagnosis of the sensory perceptions of a product, and define appropriate means to design or redesign it on that basis. It involves an observation of the diverse and varying situations in which a given product or object is used in order to measure the users' overall opinion of the product, its positive and negative aspects in terms of tactility, appearance, sound and so on.
In architecture, spatial design, literary theory, and film theory—affective atmosphere refers to the mood, situation, or sensorial qualities of a space. Spaces containing atmosphere are shaped through subjective and intersubjective interactions with the qualia of the architecture. Atmosphere is linked with anthropology, architectural theory, critical theory, cultural geography, phenomenology of architecture, and pragmatism.
Sensory branding is a type of marketing that appeals to all the senses in relation to the brand. It uses the senses to relate with customers on an emotional level. It is believed that the difference between an ordinary product and a captivating product is emotion. When emotion flows in the marketplace, your product shines. When there is no emotion from the product, customers lack the enthusiasm and passion that launches a product to success. Brands can forge emotional associations in the customers' minds by appealing to their senses. A multi-sensory brand experience generates certain beliefs, feelings, thoughts and opinions to create a brandgon image in the consumer's mind.
Aradhna Krishna is an American academic focused on marketing. As of 2006, she was considered one of the 50 most productive marketing professors in the world. Harvard Business Review recently acknowledged her as "the foremost expert in the field" of sensory marketing. She is the Dwight F. Benton Professor of Marketing at the Ross School of Business at the University of Michigan. She was awarded as a fellow of the Society for Consumer Psychology, the organization's highest honor, in recognition of her contributions to consumer psychology.
A context effect is an aspect of cognitive psychology that describes the influence of environmental factors on one's perception of a stimulus. The impact of context effects is considered to be part of top-down design. The concept is supported by the theoretical approach to perception known as constructive perception. Context effects can impact our daily lives in many ways such as word recognition, learning abilities, memory, and object recognition. It can have an extensive effect on marketing and consumer decisions. For example, research has shown that the comfort level of the floor that shoppers are standing on while reviewing products can affect their assessments of product's quality, leading to higher assessments if the floor is comfortable and lower ratings if it is uncomfortable. Because of effects such as this, context effects are currently studied predominantly in marketing.
