Details Title: Chapter 12 Description: Marketing Final Total Flash Cards: 39 Created: 06/07/2009 21:17:37		New Users: To study from this flashcard set, or to create your own your own study flash cards, REGISTER HERE. Existing Users: CLICK HERE. 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.