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Promotiona tools M and S

Promotion and selling Before you read

Key terms

Match the terms with their definitions.

1) promotion

a) a strategy that focuses on specific market segments

2) advertising

b) a strategy to sell a product aggressively

3) public relations

c) promotional activities such as games, contests, free samples that stimulate consumer purchasing

4) publicity

d) the process of attracting people’s attention to a product or event

5) sales promotion

e) the activity of creating a good opinion among people about a person, product, company, or institution

6) personal selling

f) the business of making advertisements

7) ‘push’ strategy

g) information that makes people notice a product, person, etc.

8) ‘pull’ strategy

h) selling a product or service one-to-one

9) positioning

i) a strategy that stimulates consumer demand for products and services

Think ahead

  1. Explain how you make your choice among similar products of different brands.

  2. In your opinion, do all sellers behave in the same manner? What do you think ‘aggressive selling’ is?

  3. There is a great number of shops nowadays, but some of them are more popular than others. How can you explain this fact ?

Text 5.1. Read the text and find the definitions of the following terms: promotion, marketing mix, advertising, PR, personal selling, sales promotion, and promotion mix.