| A | B |
|---|
| Push Strategy | Used by a manufacturer to convince or “push” retailers to carry and promote products in their retail establishments. |
| Pull Strategy | directed towards customers to increase their interest and demand for products. |
| Primary target market | Core groups of consumers on which promotional efforts are focused. |
| Secondary target market | Consumers who occasionally purchase the product because of one identifying factor. |
| Influencer | One who wants the product/service |
| Decision-maker | One who decides if the purchase will occur |
| Purchaser | One who pays for the purchase |
| Follower | One who wants to be included in the experience/purchase |
| Inform, persuade, remind | 3 objectives of promotion |
| Budget allotments | Determine the current budget as a stand-alone budget, aside from the entire organizations budget |
| Imitation of competitors | Budget is set up to mimic competitors |
| Proportion of revenue | Allocation of budget based on percentage figures |
| Activity-based cost method | Set objectives, determine the costs and work within them |
