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Title: Chapter 12

Description: Marketing Final

Total Flash Cards: 39

Created: 06/07/2009 21:17:37

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Additional Marketing Flashcards

Cards in this set:

Term
Tailoring Marketing Communication to Consumer
Definition
Promotion, Marketing Communication and Integrated Marketing Communication
Term
Promotion
Definition
A coordinated marketing communication effort. -goal is to influence attitudes or behavior
Term
Marketing Communication
Definition
Informs-new products Reminds- mature products Persuades- why our product is better Builds relationships- focus on having a mutual beneficial relationship.
Term
Integrated Marketing communication (IMC)
Definition
a process where marketers form and coordinates measurable persuasive communication program for a specific target market over a certain amount of time -plan,develop, execute,evaluate Consumer see your message as a whole
Term
The communication Model
Definition
Encoding,Source,Message,Medium,Reciever, Decoding, Noise, and Feedback
Term
Encoding
Definition
a process of translating ideas into a a communication -done by the source
Term
Source
Definition
the organization or individual sending the message.
Term
Message
Definition
the physical form of the communication
Term
Medium
Definition
the communication vehicle, how we reach our audience
Term
Receiver
Definition
individual or organization the intercepts and interprets the message
Term
Decoding
Definition
the receiver assigns meaning to the message
Term
Noise
Definition
anything that interferes with the effectiveness of communication
Term
Feedback
Definition
the receiver reaction to the message -can be direct on indirect
Term
Promotion mix
Definition
Communication efforts under the organization control, amount of control varies. advertising,, sales promotion,public relations,personal selling,direct marketing.
Term
Mass Appeals : Advertising
Definition
non-personal form of communication from an identified sponsor using mass media
Term
Mass Appeals: Sales promotion mix
Definition
incentives designed to build interest or encourage purchase
Term
Mass Appeals:Public Relations
Definition
Communication activities to create or maintain a positive image for the company and products
Term
Personal Appeals: Personal Selling
Definition
direct interaction between a company representative and a customer trying to encourage a purchase.
Term
Personal Appeals:Direct Marketing
Definition
efforts to gain direct response from your customers -telemarketing -junk mails
Term
Buzz Appeal: Buzz
Definition
everyday people talk about the product or company -helps the company marketing efforts.
Term
Buzz Appeal:Buzz Marketing
Definition
a high profile person talk about the product or brand.
Term
Buzz Appeal: Viral Marketing
Definition
entertaining or informative messages that are designed to be passed on
Term
Buzz Appeal:Word of mouth marketing
Definition
activities that give people a reason to talk about the product
Term
Buzz Appeal:Guerrilla Marketing
Definition
activities that ambush consumers with promotional content
Term
IMC
Definition
creating and maintain long term relationships by satisfying customer needs. -Focus on relationships -Unifies all marketing communication tools-presenting a persistent message.
Term
Characteristics of IMC
Definition
creates a single voice, begins with the customer,one to one marketing,two-way communication,focuses on stakeholders,continuous stream of communication, importance of feedback.
Term
Database marketing
Definition
a creation of an on-going relationship with a set of customers that has an identifiable interest in a product
Term
IMC and Database marketing
Definition
Customer responses become part of ongoing communication Standard cross-selling, build relationships, measurable ,help locate new customers, and in interactive.
Term
Developing the IMC plan
Definition
Identify target market establish objectives set the marketing budget design the promotion mix evaluate program effectiveness
Term
Establish Objectives
Definition
Hierarchy of effects -create awareness -inform market to create desire to encourage purchase or trail to build loyalty.
Term
Set the marketing budget
Definition
Choose the way in which you will set your marketing budget -bottom-up -objective -top-down -Percentage of sale -Competitive parity -Affordable
Term
Bottom-Up
Definition
identify goals and then allocate money to achieve them
Term
Objective
Definition
task-development budget by setting specific objectives and determining task required to achieve them and the cost of the tasks. -most effective
Term
Percentage of Sale
Definition
set the budget at a percentage of current or forecast sales
Term
Competitive Parity
Definition
match what competitors are spending on their budget -Less effective
Term
Top-down
Definition
management set overall budget and then divides it among the promotion mix
Term
Affordable
Definition
setting the budget at what the company can afford
Term
Design the Promotion mix
Definition
determine the type of appeal and the attention,interest,desire, and action. Choose the channel.
Term
evaluate the program effectiveness
Definition
are our communication objectives adequately translated into communication and is that communication reaching our target market.



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