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Essay / Research Paper Abstract
This 3 page paper examines the health care industry to support the argument that “marketing is more than promotion, and promotion is more than advertising”. The bibliography cites 5 sources.
Page Count:
3 pages (~225 words per page)
File: TS14_TEmarpromh.rtf
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Unformatted sample text from the term paper:
of a good, but it can include many other features. There are models which indicate this, such as the model of the 4 Ps where promotion is part of the
marketing mix, but it is also accompanied by placement, product and promotion. This is a theoretical approach, but it indicates the way in which marketing should be undertaken as an
holistic manner, but this also demonstrates the role of the marketing function, which, when utilised correctly can help increase sales from the very beginning of the product concept to ensure
the product itself meets the market needs with features and price considerations as well as co-ordinate the marketing in terms of promotions and ensuring that placement takes place. These all
may not be exclusively marketing task, but examples show us the way that this can add a great deal of value to the way a product is marketed.
One example is that of we can look at an example of this to demonstrate a case is that of Benadryl (Kotler, 2003).
Warner- Lambert in the United States manufacture Benadryl; an antihistamine which has benefits for individual who suffer form allergies, such as hay fever and as such this is a product
which satisfies a need as well as a desire. The main thrust of the marketing campaign that was undertaken was to increase
brand awareness though creating an informative relationship with the buyers as well as providing an information service. There needs of the potential audience were assessed and the relationship was stared
with a telephone number that was provided by the company in each area so that consumer could ring in order to get an up to date pollen count. This is
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