Home > Flashcards > Marketing > Marketing Chap 17

Details Title: Marketing Chap 17 Description: Marketing Chap 17 Total Flash Cards: 15 Created: 03/19/2007 11:55:10	To study from this set of flash cards, or to create your own your own study flash cards, register HERE. If you are already a registered user, CLICK HERE.
Cards Term sales promotion Definition Marketing activities other than personal selling, advertising, and publicity that stimulate consumer purchasing and dealer effectiveness. Term personal selling Definition Seller's promotional presentation conducted on a person-to-person basis with a prospective buyer. Term integrated marketing communications (IMC) Definition Coordination of all promotional activities to produce a unified, customer-focused promotional message. Term advertising Definition Paid, nonpersonal communication through various media by an entity that is identified in the message and that hopes to inform or persuade members of a particular audience. Term public relations Definition Firm's communications and relationships with its various publics. Term pulling strategy Definition Promotional effort by a seller to stimulate demand among final users who will exert pressure on the distribution channel to provide the good or service. Term sponsorship Definition Provision of funds for a sporting or cultural event in exchange for a direct association with the event. Term promotional mix Definition Blend of personal selling and nonpersonal selling created by marketers to achieve promotional objectives Term AIDA concept Definition Acronym for the traditional explanation of the steps an individual must take to complete a purchase decision. Term promotion Definition Function of informing, influencing, and persuading the consumer's purchase decision Term direct marketing Definition Direct communications other than personal sales contacts between buyer and seller designed to generate sales, information requests, or store or web site visits Term pushing strategy Definition Effort by a seller to members of the marketing channel to stimulate personal selling of the good or service. Term marketing communications Definition Messages that deal with buyer-seller relationships. Term nonpersonal selling Definition Promotion that includes advertising, sales promotion, direct marketing and public relations – all conducted without being face-to-face with the buyer. Term direct mail Definition Sales letters, postcards, catalogs, brochures, and the like, conveying messages directly from the marketer to the consumer