[摘要]
英：

　　Marketing is that part of the process of production and exchange that is concerned with the flow of goods and services from producer to consumer. It is popularly defined as the distributio...

英：

　　Marketing is that part of the process of production and exchange that is concerned with the flow of goods and services from producer to consumer. It is popularly defined as the distribution and sale of goods. Marketing includes the activities of all
those engaged in the transfer of goods from producer to consumer.

　　Following are key elements to consider when developing a marketing promotion:

　　Marketing mix (PPPPP)

　　 Determination of the Package, Price, Place (of sale), and type of Promotion

　　 for the Product.

　　Image

　　 How the market or customers perceive the company or company brand and

　　 the products and services that it sells.

　　Satisfying or creating a need

　　 Marketing activities can be directed towards either satisfying a need which

　　 is real, or creating a perceived need.

　　S.W.O.T.

　　 Analytical process to identify Strengths, Weaknesses, Opportunities, Threats.

　　Pricing

　　 Process of determining the ideal rate to charge a customer for your product or

　　 service. This is based upon pricing elasticity studies and consumer demand.

　　Promotion planning

　　 Process of making decisions about the parts of the promotion mix

　　 (advertising, sales promotion, public relations, event marketing, and

　　 sponsorship). A company must establish the role and importance of each part before creating an overall promotion strategy.

　　Promotion objectives

　　 Each part of the promotion mix is assigned a goal based on its’ potential

　　 contribution to the overall plan. The main objectives that should be

　　 considered are:

　　 Is it realistically achievable?

　　 Is it quantitative (for measurement purposes)?

　　 Is it aimed at a carefully defined target market?

　　 Is it easy to evaluate and modify if necessary?

　　Promotion strategy

　　 The plan of action outlining ways to achieve objectives. The two types of

　　 strategies are ‘push’ (where the company directs promotional efforts at

　　 middlemen, who then promote the product among consumers), and ‘pull’

　　 (where the company directs its’ promotional efforts at consumers).