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Definition
| Communicating information between seller & potential buyer or others in the channel to influence attitudes & behavior. |
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| Direct spoken communication between sellers & potential customers, usually in person but sometimes over the telephone or even a video conference over the Internet. |
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| Communicating with large numbers of potential customers at the same time. |
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| Any paid form of nonpersonal presentation of ideas, goods, or services by an identified sponsor. |
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| Any unpaid form of nonpersonal presentation of ideas, goods, or services. |
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| Those promotion activites-other than advertising, publicity, & personal selling-that stimulate interest, trial, or purcase by final customers or others in the channel. |
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| Managers concerned with managing personal selling. |
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| Managers of their company's mass-selling effort in television, newspapers, magazines, & other media. |
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| Communication with noncustomers-including labor, public interest groups, stockholders, & the government. |
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| Managers of their company's sales promotion effort. |
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| Integrated Marketing Communications |
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Definition
| The intentional coordination of every communication from a firm to a target customer to convey a consistent & complete message. |
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Definition
| Consists of four promotion jobs: (1) to get attention, (2) to hold interest, (3) to arouse desire, & (4) to obtain action. |
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| A source trying to reach a receiver with a message. |
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| The target of a message in the communication process, usually a potential customer. |
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| Any distraction that reduces the effectiveness of the communication process. |
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| The source in the communication process deciding what it wants to say & translating it into words or symbols that will have the same meaning to the receiver. |
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| The receiver in the communication process translating the message. |
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| The carrier of the message. |
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| Using normal promotion effort-personal selling, advertising, & sales promotion-to help sell the whole marketing mix to possible channel members. |
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| Using promotion to get consumers to ask intermediaries for the product. |
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| Shows when different groups accept ideas. |
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| The first group to adopt new products. |
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Definition
| The second group in the adoption curve to adopt a new product; these people are usually well respected by their peers & often are opinion leaders. |
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| A group in the adoption curve that avoids risk & waits to consider a new idea until many early adopters try it & like it. |
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Definition
| A group of adopters who are cautious about new ideas-see adoption curve. |
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| Prefer to do things they way they have been done in the past & are very suspicious of new ideas; sometimes called nonadopters-see adoption curve. |
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| Prefer to do things they way they have been done in the past & are very suspicious of new ideas; sometimes called laggards-see adoption curve. |
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| Demand for the general product idea, not just the company's own brand. |
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| Demand for a company's own brand rather than a product category. |
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Definition
| An approach to developing a budget-basing the budget on the job to be done. |
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