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Definition
| using promotion to get consumers to ask intermediaries for the product. |
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Definition
| shows when different groups accept ideas. |
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Definition
| 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 and often are opinion leaders. |
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Definition
| a group in the adoption curve that avoids risk and waits to consider a new idea until many early adopters try it--and like it. |
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Definition
| : a group of adopters who are cautious about new ideas--see adoption curve. |
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Definition
| : prefer to do things the way they have been done in the past and are very suspicious of new ideas--sometimes called nonadopters--see adoption curve. |
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Definition
| prefer to do things the way they have been done in the past and are very suspicious of new ideas--sometimes called laggards--see adoption curve. |
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Definition
| demand for the general product idea, not just the company's own brand. |
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Definition
| 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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Definition
| communicating information between seller and potential buyer or others in the channel to influence attitudes and behavior. |
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Term
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Definition
| direct spoken communication between sellers and potential customers, usually in person but sometimes over the telephone. |
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Definition
| communicating with large numbers of potential customers at the same time. |
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Term
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Definition
| any paid form of nonpersonal presentation of ideas, goods, or services by an identified sponsor. |
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Term
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Definition
| any unpaid form of nonpersonal presentation of ideas, goods, or services. |
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Definition
| those promotion activities‑‑other than advertising, publicity, and personal selling‑‑that stimulate interest, trial, or purchase by final customers or others in the channel. |
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Definition
| managers concerned with managing personal selling. |
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Term
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Definition
| managers of their company's mass selling effort in television, newspapers, magazines, and other media. |
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Definition
| communication with noncustomers‑‑including labor, public interest groups, stockholders, and the government. |
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Term
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Definition
| managers of their company's sales promotion effort. |
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Term
| 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 and complete message. |
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Term
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Definition
| consists of four promotion jobs‑‑(1) to get Attention, (2) to hold Interest, (3) to arouse Desire, and (4) to obtain Action. |
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Term
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Definition
| a source trying to reach a receiver with a message. |
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Term
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Definition
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Definition
| the target of a message in the communication process, usually a potential customer. |
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Definition
| any distraction that reduces the effectiveness of the communication process. |
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Term
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Definition
| the source in the communication process deciding what it wants to say and translating it into words or symbols that will have the same meaning to the receiver. |
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Term
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Definition
| the receiver in the communication process translating the message. |
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Definition
| the carrier of the message. |
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Term
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Definition
| using normal promotion effort‑‑personal selling, advertising, and sales promotion‑‑to help sell the whole marketing mix to possible channel members. |
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