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Markerting: Real People...
chapters 11-13
84
Marketing
Undergraduate 1
11/03/2008

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Cards

Term
Price
Definition
assignment of value or amount the consumer is willing must exchange to receive the offering
Term
Prestige Products
Definition
products that have a high price and that appeal to status conscious consumers
Term
price elasticity of demand
Definition
percentage change in a units sales that results from a percentage change in price
Term
elastic demand
Definition
demand in which changes in price have large effect on amount demanded
Term
inelastic
Definition
demand in which changes in price have no effect on amount demanded
Term
variable costs
Definition
costs of production that are tied to and vary depending on the number of units produced
Term
fixed costs that does
Definition
cost of production that does not change with the number of units produced
Term
break even analysis
Definition
method for determining how many units a company has to sell to cover all its costs
Term
break even point
Definition
point at which total revenue and total costs are equal
Term
marginal analysis
Definition
method that uses cost and demand to identify the price that will maximize profits
Term
cost-plus pricing
Definition
method of pricing in which seller totals all the costs for the product then adds an amount
Term
target costing
Definition
firms identify quality and functionality needed to satisfy customers and what price they are willing to pay before designing the product
Term
yield management pricing
Definition
practice of charging different prices to different people in order to manage capacity
Term
loss leading pricing
Definition
pricing very low or even below cost to attract customers into the store
Term
price fixing
Definition
when 2 or more firms conspire to keep prices at a certain level
Term
profit objective
Definition
you set the price to yield a certain net profit margin
Term
competitive effect objectives
Definition
alter pricing to preempt or reduce effectiveness of competitor's product introduction
Term
predatory pricing
Definition
low prices in one area, higher prices in others
Term
customer satisfaction
Definition
alter pricing to simplify buyers decsion process
Term
sales/marketshare objective
Definition
change price to support 10% increase in sales
Term
image enhancement
Definition
make inferences about a product
Term
upward shift
Definition
at any given price, demand is greater than before
Term
downward shift
Definition
price doesn't change, but demand drops
Term
skimming price
Definition
high price for new product, when rival product comes out, price drops out
Term
penetration price
Definition
low price for new product, then leaves it there
Term
trial price
Definition
new product starts at low price for a limited time then raise to higher price
Term
list price
Definition
suggested retail price from manufacturer
Term
captive pricing
Definition
pricing tactic for two items that must be used together, one item is priced low, one is high
Term
price bundling
Definition
selling two or more products together for one price
Term
promotion
Definition
coordination of a marketers communication efforts to influence attitudes or behaviors
Term
product placement
Definition
when companies have their products embedded in movies, tv shows, etc
Term
decoding
Definition
process by which a receiver assigns meaning to the message
Term
hierarchy of effects
Definition
initial awareness of brand--to brand loyalty
Term
AIDA model
Definition
communication goals of attention interest, desire, & action
Term
IMC- Intregated Marketing Communications
Definition
strategic business process that marketers use to plan, develop, execute and evaluate coordinated programs over time to target audiences
Term
source
Definition
organization or individual that sends a message
Term
message
Definition
communication in physical form that goes from a sender to a receiver
Term
medium
Definition
communication vehicle through which a message transmitted to a target audience
Term
reciever
Definition
organization/individual that intercepts and interprets the message
Term
buzz
Definition
word of mouth marketing--generated by customers
Term
noise
Definition
anything that interferes with effective communication
Term
viral marketing
Definition
marketing techniques that use preexisting social networks
Term
guerrilla marketing
Definition
ambushing consumers with promotional context they are not expecting
Term
push strategy
Definition
convince channel members to offer their products and entice their customers to select these items
Term
pull strategy
Definition
counts on consumers to desire products and convince their local retailers to carry them
Term
pull strategy
Definition
counts on consumers to desire products and convince their local retailers to carry them
Term
interactive marketing
Definition
marketing communications that elicit a measurable response from the receiver
1. interactive
2. builds relation ships
3. locates new customers
4. measurable
5. responses are trackable
Term
top down budgeting
Definition
allocation of the promotion budget based on the total amount to be devoted to marketing communication
Term
percentage of sales method
Definition
promotion budgeting based on last years sales
Term
competitive parity
Definition
spends whatever competitors are spending
Term
bottom up budgeting
Definition
identify promotion goals and allocating the money to pay for it
Term
objective talk
Definition
identifies specific communication goals it hopes to achieve and tries to calculate what kind of promotional efforts it will need to achieve goals
Term
product advertising
Definition
an advertising message that focuses on the specific good or service
Term
advertising appeal
Definition
central idea/theme of an advertising message
Term
institutional advertising
Definition
promotes the activities, personality or point of view of an organization/company
Term
advocacy advertising
Definition
public service advertising to sway public opinion
Term
public service announcements
Definition
ads run by the media for no charge
Term
fear appeal
Definition
negative consequences of not using product
Term
copy testing
Definition
measure effectiveness of ads, predicts ads performance
Term
USP- unique selling proposition
Definition
focus on 1 clear reason why the product is superior
Term
comparative advertising
Definition
explicitly calls out 1 or more competitors
Term
demonstration
Definition
shows in action
Term
testimonial
Definition
someone talking about the product
Term
slice of life
Definition
dramatized scene from everyday life
Term
lifestyle
Definition
shows people attractive to target market in appealing setting
Term
sex appeals
Definition
sells sex
Term
humorous appeal
Definition
funny
Term
slogans/jingles
Definition
memorable
Term
reach
Definition
percentage of the target market that will be exposed to its media vehicle at least one time
Term
frequency
Definition
number of times a person in the target market will be exposed to the message
Term
6 steps in a marketing campaign
Definition
1. identify target audience
2. establish message and budget objectives
3. design ad
4. pretest what the ads will say
5. choose media
6. evaluate advertising
Term
public relations
Definition
communications function that seek to build good relationship with organizations, public etc
3 steps:
1. develop objectives
2. execute objectives
3. evaluate objectives
Term
crisis management plan
Definition
details what organization will do if a crisis occurs
Term
publicity
Definition
unpaid communication about an organization appearing in the mass media
Term
sales promotion
Definition
programs that marketers design to build interest in or encourage purchase of a product or service
Term
trade promotions
Definition
promotions that focus on members of the trade
Term
push money
Definition
type of incentive program-->motivate sales
Term
point of purchase
Definition
in store displays
Term
premium
Definition
items offered free to people who have purchased a product
Term
aperture
Definition
when or where people in the target market are most likely to be exposed to the message
Term
impressions
Definition
# of people who will be exposed to the message placed in media vehicle
Term
CRM
Definition
reflects the cost to deliver message to 1000 people
Term
permission marketing
Definition
opt-in marketing
Term
GRP
Definition
reach*frequency
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