There are three main promotional objectives: inform the market, increase demand, and differentiate a product.
There are four stages in the product life cycle: introduction, growth, maturity, and decline.
The different characteristics of a target market are geographic, demographic, psychographic, behavioral, and product related.
The unique characteristics of a product should be used as inputs in determining the product's marketing mix.
Different types of buying decisions can involve logical, impulsive, and emotional motivations.
Marketing departments need to look at what types of advertising are available that will keep them within budget.
Push and pull strategies are promotional strategies used to get the product to its target market.
Trade promotions are targeted toward retailers while consumer promotions are targeted toward consumers.