product or service. * Includes discounts, coupons, displays, and demonstrations. Personal selling: Personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships. * Includes sales presentations, trade shows, and incentive programs. Public relations (PR): Building good relations with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events…
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