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Definition
| The activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large |
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Definition
| The customer's perception of all of the benefits of a product or service weighed against all the costs of aquiring and consuming it. |
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Definition
| Involves creating, maintaining, and enhancing long-term relationships with individual customers as well as other stake holders for mutual benefit. |
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Definition
| A company makes a product or delivers a service in response to a particular customer's needs in a cost-effective way. |
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Customer Relationship Management Programs
(CRM) |
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Definition
| Programs which involve the systematic tracking of consumers' preferences and behaviors. |
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Term
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Definition
Product, Price, Place (distribution), and promotion
Combining these elements into a marketing program to facilitate the potential for exchange with consumers in the marketplace is the basic task of marketing. |
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Term
Intergrated Marketing Communications
(IMC) |
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Definition
A concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines and combines these disciplines to provide clarity, consistency, and maximim communications impact.
-American Association of Advertising Agencies |
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Term
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Definition
| The coordination of all seller initiated efforts to set up channels of information and persuasion in order to sell goods and services to promote an idea |
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Term
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Definition
Advertising, Sales, Promotion, Publicity/Public Relations, and personal selling
*tools used to accomplish a companies communication objectives |
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Term
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Definition
| Any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponser |
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Term
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Definition
Organization communicates directly with target customers to generate a response and/or transaction.
ex-mail order catalogs |
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Term
| Direct-Response Marketing |
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Definition
| A product is promoted through an ad that encourages the consumer to purchase directly from the manufacturer. |
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Term
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Definition
| Advertising done by large companies on a nation-wide basis or in most regions of the country |
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Term
| Retail/ Local Advertising |
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Definition
| Advertising done by retailers or local merchants to encourage consumers to shop at a specific store, use a local service, or patronize a particular establishment. |
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Term
| Primary- versus Selective -Demand Advertising |
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Definition
Primary demand advertising is designed to stimulate demand for the general product clas or entire industry.
Primary demand advertising is often used as part of a promotional strategy to help a new product gain acceptance
Selective-demand advertising focuses on creating demand for a specific company's brands.
Most advertising for products and services is concerned with stimulating selective demand and emphasizes reasons for purchasing a particular brand. |
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Term
| Business to Business Advertising |
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Definition
| Advertising targeted at individuals who buy or influence the purchase of industrial goods or services for their companies |
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Term
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Definition
| Advertising targeted to professionals such as doctors, lawyers, dentists, engineers, or professors to encourage them to use a company's product in their business operations. |
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Term
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Definition
| Advertising targetes to marketing channel members such as wholesalers, distributers, and retailers. |
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Term
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Definition
| allow for back-and-forth flow of information whereby users can participate in and modify the form of content of the information they recieve in real time. |
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Term
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Definition
| Those marketing activities that provide extra value or incentives to the sales force, the distributors, or the ultimate consumer and can stimulate immediate sales. |
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Term
| Consumer-oriented sales promotion |
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Definition
| targeted to the ultimate user of a product or service and includes couponing, sampling, premiums, rebates, contests, sweepstakes, and various point-of-purchase materials. |
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| Trade Orientated Sales Promotion |
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Definition
| targeted towards marketing intermediaries such as wholesalers, distributors, and retailers. |
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Term
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Definition
Nonpersonal communications regarding an organization, product, service, or idea not directly paid for or run under identified sponsorship.
(news story, editorial, or announcement about an org) |
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Term
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Definition
| The management functions which evaluates puiblic attitudes, identifies the policies and procedures of an individual or organization with the public interest, and executes a program of action to earn public understanding and acceptance. |
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Term
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Definition
| A form of person-to-person communication in which a seller attempts to assist and/or persuade prospective buyers to purchase the company's product or service or to act on an idea |
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Term
| Integrated Marketing Communications Management |
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Definition
| The process of planning, executing, evaluating, and controlling the use of the various promotional-mic elements to effectively communicate with target audiences |
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Term
| Integrated Marketing Communications Plan |
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Definition
| provides the framework for developiong, implementing, and controlling the organization's IMC program |
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Term
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Definition
| a written document that describes the overall marketing strategy and programs developed for an organization, a particular product line, or a brand. |
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Term
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Definition
| asseses relevent areas involving the product/service offering and the firm itself. Reviews the capabilities of the firm and its ability to develop and implement a successful promotional program, the organization of the promotional department, and the successes and failures of past programs. |
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Term
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Definition
| Focuses on factors such as characteristics of the firm's customers |
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Term
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Definition
| refer to what is to be accomplished by the overall marketing program |
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Term
Communication Objectives
Chapter 1 |
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Definition
| refer to what the firm seeks to accomplish with its promotional program |
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Term
Steps to creating a marketing plan
Chapter 1 |
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Definition
- Situation anlysis
- Marketing objectives
- Marketing strategy
- Program for implementing the marketing strategy
- Process for mopnitoring and evaluationg proformence
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