The total Dollar value of goods and services produced within the nations borders in a year

M-commerce

refers to the promotional and other e-commerce activities transmitted over mobile phones and other mobile devices such as personal digital assistants

Straight Commission

is based solely on a percentage of sales the person closes.

the flow of goods and services among different countires/ the alue of all the exports and imports of the world's nations

account manangement

 the account executive or account manager, develops the campaign’s strategy for the client, supervises the day-to-day activities on the account, and is the primary liaison between the agency and the client

advertising

:  nonpersonal communication from an identified sponsor using the mass media. It can be used to establish and reinforce a distinctive brand identity, help marketers bond with customers and boost sales, and communicate factual information. Advertising sometimes suffers from credibility problems and can be expensive.

advertising appeal

the central idea of the ad.

advertising campaign

is a coordinated, comprehensive plan that carries out promotion objectives and results in a series of advertisements placed in media over a period of time. 

advocacy advertising

is an institutional message that states a firm’s position on an issue to sway public opinion

approach

means to contact the prospect

bottom-up budgeting

attempt to begin at the beginning; identify promotion goals and allocate enough money to accomplish them.

close

The decision stage, where one or the other party has to move toward gaining commitment to the objectives of the sales call

commission-with-draw plan

means earnings are based on commission plus a regular payment of “draw,” that may be charged against future commission if current sales are inadequate to cover the draw.

competitive-parity budgeting

matches the firm’s budget with whatever competitors are spending. This method often sees each player maintaining the same market share each year. This method assumes that the same dollars spent on promotion by two different firms will yield the same results. Firms need to monitor their competitors’ promotional efforts but they should combine this information with their own objectives and capacities.

consumer generated media

(CGM) includes the millions of on-line consumer comments, opinions, and product-related stories available to other consumers through digital technology.

creative strategy

is the process that turns a concept into an advertisement. The goal of an advertising campaign is to present a series of messages and repeat it to a sufficient degree to meet the desired objectives

decoding

is the process whereby a receiver assigns meaning to a message. Marketers hope that the target consumer will decode the message the way they intended.

direct marketing

refers to “any direct communication to a consumer or business recipient that is designed to generate a response in the form of an order, a request for further information, and/or a visit to a store or other place of business for purchase of a product.”

encoding

is the process of translating an idea into a form of communication that will convey the esired meaning 

feedback

To complete the communication loop, the source receives _____ from receivers

follow-up

after the sale includes arranging for delivery, payment, and purchase terms

hierarchy of effects

moves consumers from initial awareness of a product to brand loyalty. Each step is more difficult than the last. Figure 12.5 details the steps. The following is a list of those steps:

• Create awareness

• Inform the market

• Create desire

• Encourage purchase and trial

institutional advertising

promotes the activities, personality, or the point of view of an organization or company.

medium

is the communication vehicle used to reach members of a target audience. This vehicle can be television, radio, a magazine, a billboard, and so forth. Ideally, the attributes of the product should match the medium.

message

is the actual communication going from sender to reciever

new business sales person

_____ is responsible for finding new customers and calling on them to present the company’s products or services. This requires a high degree of creativity and professionalism.

noise

Messages can be blocked by _____, which is anything that interferes with effective communication. Noise can occur at any stage of the communication. Marketers try to minimize noise.

percentage of sales budgeting

method is based on last year’s sales or estimates for the present year’s sales. This method ties spending on promotion to sales and profits. Unfortunately, this method can imply that sales cause promotional outlays rather than viewing sales as the outcome of promotional efforts

personal appeal (personal selling)

is the direct interaction between a company representative and a customer that can occur in person, by phone, or even over an interactive computer link. 

preapproach

The ______ consists of compiling background information about prospective customers and planning the sales interview.

product advertising

, the message focuses on a specific good or service. Most of the advertising we see or hear is product advertising.

prospecting

___ is the process of identifying and developing a list of potential customers, called prospects or sales leads. 

public relations

refers to a variety of communication activities that seek to create and maintain a positive image of an organization and its products among various publics.

public service announcement

(PSAs) are advertisements the media runs free of charge. These messages promote not-for-profit organizations that serve society in some way, or they champion an issue.

pull strategy

is counting on consumers to desire its products and thus convince retailers to respond to this demand by stocking them.

push strategy

means that the company wants to move its products by convincing channel members to offer them and entice their customers to select these items. 

qualify

salespeople need to ______ to determine how likely they are to become customers.

quota-bonus plan

in which salespeople are paid a salary plus a bonus for sales above an assigned quota or for selling certain products that may be new or more profitable

receiver

can be any individual or organization that intercepts and interprets the message. Assuming that the customer is paying attention, the meaning of the message is interpreted in light of that individual’s unique experiences

relationship selling

involves securing, developing, and maintaining, long-term relationships with profitable customers. 

sales management

is the process of planning, implementing, and controlling the personal selling function

sales presentation

Many sales calls involve a formal _______ that lays out the benefits of the product over the competition. The focus should be on the ways the salesperson and products can add value to the customer.

sales promotion

programs such as contests, coupons, or other incentives used to build interest in or encourage purchase of a product during a specified time period. Sales promotions are intended to stimulate immediate action.

source

is the organization or indevidual sending the message

straight salary

the salesperson is paid a set amount regardless of sales performance

top-down budgeting

budgeting techniques require top management to establish the overall amount that the organization allocates for promotion activities, and this amount is then divided among the promotional mix elements.

transactional selling

an approach that focuses on making an immediate sale with no concern for developing a long-term relationship with the customer.

unique selling proposition

(USP) gives consumers a single, clear reason why one product is better at solving the problem