Cross post from [log in to unmask]

I thought this explanation of marketing would be useful to give us a common language to use in discussions.

1. Marketing, Promotion, Public Relations.
(This the way Business looks at these things - it is perhaps not how health professionals think about or define it, but this is how the formula companies will make their decisions)

MARKETING
Marketing is not sales.
Marketing consists of decisions around 4 elements:
1 - product      (what you are selling)
2 - price            (how much you will charge)
3 - distribution    (where will you sell it, how you deliver it)
4 - promotion  (how you tell the consumer about the product)

lets look closer at Promotion

PROMOTION
Promotion is not advertising.
Promotion consists of:
1.- Personal Selling (presentations given face-to-face) (what most of us think of as selling)
and
Non-personal Selling:
2. Advertising     (paid non-personal communication through various media by business firms, nonprofit organizations, and individuals who are in some way identified with the advertising message and who hope to inform or persuade members of a particular audience)

3. Sales promotion    (those marketing activities other than personal selling, mass media advertising and publicity, that stimulate consumer purchasing and dealer effectivesness)
(think of displays, shows, contests, samples, give-away items, point of sales displays, coupons)

4. Public Relations
is a firms communications and relationships with its various publics.

I will continue this discussion in a second email.

Janice Reynolds


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