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Marketing Ch 17, 18, 19
Missouri State University MKT 350 as taught by Mary Chin. Exam 5
34
Marketing
Undergraduate 3
04/29/2013

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Term
Integrated marketing communications
Definition
coordination of promo and marketing efforts to maximize informational and persuasive effect. Goal is to send consistent message to customers
Term
communication
Definition
sharing of meaning through the transmission of information
Term
source
Definition
person, group, or organization with a meaning it tries to share with audience
Term
receiver
Definition
individual, group, or organization that decodes a coded message
Term
encoding process
Definition
converting meaning into series of signs and symbols
Term
communication channel
Definition
medium of transmission that carries the coded message from the source to the receiver
Term
decoding process
Definition
conversion of signs/symbols into concepts and ideas
Term
channel capacity
Definition
limit on volume of information that a channel can handle effectively
Term
objectives of promotion
Definition
create awareness, stimulate demand, retain customers, facilitate reseller support, encourage product trial, combat competitive promotional efforts, identify prospects, reduce sales fluctuations
Term
primary demand
Definition
demand for product category rather than for a specific brand
Term
pioneer promotion
Definition
informs consumers about a new product
Term
selective demand
Definition
demand for specific brand
Term
personal selling
Definition
business products, consumer durables, exclusive or high-priced items
Term
advertising
Definition
consumer goods, seasonal/personal products, cheap items
Term
push policy
Definition
promoting product only to the next entity in the marketing channel
Term
pull policy
Definition
promoting product directly to consumers in order to create strong demand in a market channel
Term
buzz marketing
Definition
attempt to create a trend or acceptance of product through word of mouth
Term
institutional advertising
Definition
promotes organizational images, ideas, and political issues
Term
advocacy advertising
Definition
promotes company's position on a public issue
Term
product advertising
Definition
promotes uses, features, benefits
Term
pioneer advertising
Definition
focuses on a product category by informing potential buyers about product
Term
competitive advertising
Definition
points out a brand's special features, uses, and advantages relative to competing brands
Term
advertising campaign
Definition
creation and execution of a series of advertisements to communicate to a certain target audience
Term
steps of advertising campaign
Definition
identify/analyze target audience, define objectives, create platform, determine appropriation, develop media plan, create message, execute campaign, evaluate effectiveness
Term
public relations
Definition
relationship between organization and its stakeholders
Term
personal selling process
Definition
prospecting, preapproach, approach, making the presentation, overcoming objections, closing the sale, follow up
Term
trial close
Definition
asking questions that assume that a prospect will buy
Term
consumer sales promotion
Definition
coupon, rebates, contests, etc
Term
trade sales promotion
Definition
persuading wholesalers/retailers to carry producer's products and market them
Term
buying allowance
Definition
temporary price reduction to resellers for purchasing specified quantities of product
Term
buy-back allowance
Definition
producer pays reseller for each unit sold
Term
cooperative advertising
Definition
manufacturer and reseller share media costs
Term
dealer loader
Definition
gift offered to retailers for purchasing a specific quantity
Term
push money
Definition
money offered by producers to sellers to push their product over the competition's
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