SUMMER 2008 BA 206/3700
BASIC MARKETING (L.P. CHEW)- SECOND PACKET
FOR EXAMINATIONS THREE-

HANDOUTS FOR EXAMINATION THREE-
CHAPTERS 17-22

CHAPTERS 17-19
MODEL OF THE PROMOTIONAL PLANNING PROCESS
PROMOTIONAL OBJECTIVES & OTHER OBJECTIVES
REACH & FREQUENCY PATTERNS
GROSS RATING POINTS (GRP’S)
Chapters 17-22
CHAPTERS 20-21
PRICING ELASTICITY
FRAMEWORK FOR A PRICING STRATEGY