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MKTG CH 13 (BOOK INFO)
.......
11
Marketing
Undergraduate 3
11/17/2010

Additional Marketing Flashcards

 


 

Cards

Term
promotion
Definition
communicating info between the seller and potential buyer or others in the channel to influence attitudes and behavior
Term
personal selling
Definition
involves direct spoken communication between sellers and potential customers
Term
advertising
Definition
any paid form of non-personal presentation of ideas, goods, or services by an identified sponser
Term
publicity
Definition
any UNPAID form of non-personal presentation of ideas, goods, or services.
Term
sales promotion
Definition
refers to promotion activities (other than advertising, publicity, and personal selling) that stimulate interest, trial, or purchase by final customers or others in the channel
Term
integrated mktg communications
Definition

the intentional coordination of every communication from a firm to a target customer to convey a consistent and complete message

 

different promotion methods handle different parts of the job and it's designed so the sum is greater than all the parts

 

to get effective coordination, everyone involved must clearly understand the mktg strategy and know how each promotion method aids in the big picture

Term

AIDA model

 

Definition

action-oriented model consisting of 4 promotion jobs:

 

1. to get Attention

          -makes consumers aware of company's offerings

2. to hold Interest

          -communication builds customer interest

3. to arouse Desire

          -effects the evaluation process

4. to obtain Action

          -includes gaining trial, perhaps a purchase

Term
direct response
Definition

-try to prompt immediate feedback from the customer

 

-early efforts involve direct-mail advertising allowing advertisers to reach certain customers with specific interests (today can involve phone calls, emails, broadcast, website etc.)

 

-the target customers are compiled through CRM databases

 

-ethical concerns develope when "using too many trees" come into play...people say they are just filling people's mailboxes with junk mail. FUCK TREE HUGGERS

Term
CRM
Definition

-database used to target specific databases

-includes consumer's names, addresses, and pass purchases

-mktg managers use these tools to try and target customers that may want to buy their products

Term
pushing
Definition

-means using normal promotion efforts to help sell the whole mktg mix to possible channel members

-this approach emphasizes the importance of securing the wholehearted cooperation of channel members to promote the product in the channel and to the final customer

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