Term
|
Definition
| Any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor |
|
|
Term
|
Definition
| Setting the promotion budget at the level management thinks the company can afford |
|
|
Term
| Competitive-parity method |
|
Definition
| Setting the promotion budget to match competitors’ outlays |
|
|
Term
|
Definition
| the process by which the receiver assigns meaning to the symbols encoded by the sender-a consumer reads the HP copier ad and interprets the words and illustrations it contains. |
|
|
Term
|
Definition
| The process of putting through into symbolic form- HP’s advertising agency assembles words and illustrations into an advertisement that will convey the intended message |
|
|
Term
|
Definition
| attempt to stir up either negative or positive emotions that can motivate purchase such as love, pride, joy, and humor. Example: 85% of people like humorous ads;”safety and security”, after 9/11; Superbowl Ads |
|
|
Term
|
Definition
| A measure of how many times the average person in the target market is exposed to the message |
|
|
Term
|
Definition
The qualitative value of a message exposure through a given medium; Example: the same magazine in one magazine (Newsweek) may be more believable in another (national enquirer) |
|
|
Term
| Integrated marketing communications (IMC)- |
|
Definition
| Carefully integrating and coordinating the company’s many communications channels to deliver a clear, consistent, and compelling message about the organization and its products. |
|
|
Term
|
Definition
| The communication channels through which the message moves from sender to receiver—in this case,the specific magazines that HP selects. |
|
|
Term
|
Definition
The set of symbols that the sender transmits—the actul HP coper ad. |
|
|
Term
|
Definition
| The unplanned static or distortion during the communication process,which results in the reciever’s getting a different message than the one the sender sent-the consumer is distracted wile reading the magazine and misses the HP ad or its key points |
|
|
Term
| Nonpersonal communication channels |
|
Definition
| Media that carry messages without personal contact or feedback,including major media,atmospheres, and events. |
|
|
Term
| Objective-and-task method |
|
Definition
| developing the budget by 1.)defining specific objectives;2.)determining the tasks that must be performed to achieve these objectives; 3.) estimating the costs of performing these tasks. The sum of these costs is the proposed promotion budget. |
|
|
Term
| Percentage-of-sales method |
|
Definition
| Setting the promotion budget at a certain percentage of current or forecasted sales as a percentage of the unit sales price |
|
|
Term
| Personal communication channels |
|
Definition
channels through which two or more people communicate directly with each other,including face to face, on the phone,through mail or e-mail,or even through an Internet “chat”. |
|
|
Term
Promotion mix (marketing communications mix)- |
|
Definition
| The specific blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools that the company uses to persuasively communicate customer value and build customer relationships. |
|
|
Term
|
Definition
| Building good relations with the company’s various publics by obtaining favorable publicity, building a good corporate image, and handling or heading off unfavorable rumors, stories, and events. |
|
|
Term
|
Definition
| relate to the audience’s self-interest; They show that the product will produce the desired benefits. Examples: messages showing a product’s quality, economy, value, or performance; Tylenol run ads that inform customers about pain relievers and why Tylenol is the best choice |
|
|
Term
|
Definition
| A measure of the percentage of people in the target market who are exposed to the ad campaign during a given period of time |
|
|
Term
|
Definition
Short-term incentives to encourage the purchase or sale of a product or service |
|
|
Term
|
Definition
| Personal communication about a product between target buyers and neighbors, friends, family members, and associates. |
|
|
Term
|
Definition
A marketing services firm that assists companies in planning, preparing, implementing, and evaluating all r portions of their advertising programs |
|
|
Term
|
Definition
| The dollars and other resources allocated to a product or company advertising program |
|
|
Term
|
Definition
| The vehicles through which advertising messages are delivered to their intended audiences |
|
|
Term
|
Definition
| A specific communication task to be accomplished with a specific target audience during a specific period of time |
|
|
Term
|
Definition
| The strategy by which the company accomplishes its advertising objectives. It consists of two major elements: creating advertising messages and selecting advertising media |
|
|
Term
|
Definition
| scheduling ads evenly within a given period |
|
|
Term
|
Definition
| The compelling “big idea” that will bring the advertising message strategy to life in a distinctive and memorable way |
|
|
Term
| Communication effects (of advertising)- |
|
Definition
| a way of evaluating a type of advertising result which tells whether the ads and media are communicating the ad message well. |
|
|
Term
|
Definition
| The approach, style, tone, words, and format used for executing an advertising message. |
|
|
Term
|
Definition
| A term that has come to represent the merging of advertising and entertainment in an effort to break through the clutter and create new avenues for reaching consumers with more engaging messages |
|
|
Term
|
Definition
| scheduling ads unevenly over a given time period |
|
|
Term
| Sales and profits effects (of advertising)- |
|
Definition
| A way of evaluating advertising effectiveness by comparing past sales and profits with past expenditures or through past experiments |
|
|
Term
|
Definition
| AKA promotional products; Useful articles imprinted with an advertiser’s name, logo, or message that are given as gifts to consumers; Example: Tshirts,pens,coffee mugs,calenders,key rings,etc; US marketers spent more than 18 billion last year on these |
|
|
Term
|
Definition
| offered by manufacturer’s in return for the retailer’s agreement to feature the manufacturer’s products in some way. It compensates retailers for advertising the product. A display allowance compensates them for using special displays |
|
|
Term
|
Definition
| sales promotion tools used to generate business leads, stimulate purchases, reward customers, and motivate salespeople. |
|
|
Term
Cash refund offer (rebate) |
|
Definition
similar to coupons; the price reduction occurs after the purchase rather than at the retail outlet; consumer sends a “proof of purchase” to the manufacturer who then refunds part of the purchase price by mail |
|
|
Term
|
Definition
| The step in the selling process in which the salesperson asks the customer for an order |
|
|
Term
|
Definition
| a fee for services rendered based on a percentage of an amount received or collected or agreed to be paid (as distinguished from a salary) |
|
|
Term
|
Definition
| Sales promotion tool used to urge short-term customer buying or to enhance long-term customer relationships |
|
|
Term
|
Definition
| certificates that give buyers a saving when they purchase specified products |
|
|
Term
|
Definition
| a straight reduction in price on purchases during a stated period of time |
|
|
Term
|
Definition
| The step in the selling process in which the salesperson seeks out, clarifies and overcomes customer objections to buying |
|
|
Term
|
Definition
| Inside salespeople who conduct business from their offices via telephone, the Internet, or visits from prospective buyers |
|
|
Term
| Outside sales force (or field sales force) |
|
Definition
Outside salespeople who travel to call on customers in the field |
|
|
Term
|
Definition
| Personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships |
|
|
Term
| Point-of-purchase (POP) promotion |
|
Definition
displays and demonstrations that take place at the point of sale; Example: isle displays, promotional signs, free food sampling |
|
|
Term
|
Definition
| goods offered either free or at low cost as an incentive to buy a product, ranging from toys included with kids’ products to phone cards and DVDs. Premiums come either in the package, outside the package, or through the mail; Example: a free toy car inside apple jacks; pop up tent by mailing in 2 upc symbols from cereal box along with a check for 9.99 |
|
|
Term
|
Definition
| A sales force organization under which salespeople specialize in selling only portion of the company’s products or lines |
|
|
Term
|
Definition
| The step in the selling process in which the salesperson identifies qualified potential customers |
|
|
Term
|
Definition
offers of a trial amount of a product; the most effective but most expensive way to introduce a new product or to create new excitement for an existing one |
|
|
Term
|
Definition
| how to identify the good ones and screen out the poor ones; qualifications are based on financial ability, volume of business, special needs, location, and possibilities for growth |
|
|
Term
|
Definition
| The analysis, planning, implementation, and control of sales force activities. It includes designing sales force strategy and structure and recruiting, selecting, training, supervising, compensating, and evaluating the firm’s salespeople |
|
|
Term
|
Definition
| short-term incentives to encourage the purchase or sale of a product or service; reasons to buy NOW not just reasons to buy, as in advertising promotions |
|
|
Term
|
Definition
| A standard that states the amount a salesperson should sell and how sales should be divided among the company’s products |
|
|
Term
|
Definition
An individual representing a company to customers by performing one or more of the following activities: prospecting, communicating, selling, servicing, information gathering, and relationship building |
|
|
Term
|
Definition
| The steps that the salesperson follows when selling, which include prospecting and qualifying, preapproach, approach, presentation and demonstration, handling objections, closing,and follow-up |
|
|
Term
|
Definition
| Using teams of people from sales, marketing, engineering, finance, technical support, and even upper management to service large, complex accounts |
|
|
Term
| Territorial sales force structure |
|
Definition
| A sales force organization that assigns each salesperson to an exclusive geographic territory in which that sales person sells the company’s full line |
|
|
Term
| Brick-and-mortar companies |
|
Definition
| A traditional streetside business that deals with its customers face to face in an office or store that the business owns or rents. Web based businesses usually have lower costs and greater flexibility than these. . Example: local grocery store and the corner bank |
|
|
Term
| Business-to-business (B2B) online marketing |
|
Definition
| Using B2B Web sites, e-mail, online product catalogs, online trading networks, and other online resources to reach new business customers serve current customers more effectively, and obtain buying efficiencies and better places |
|
|
Term
| Business-to-consumer (B2C) online marketing |
|
Definition
Selling goods and services online to final consumers |
|
|
Term
|
Definition
| Direct marketing through print, video, or electronic catalogs that are mailed to select customers, made available in stores, or presented online. |
|
|
Term
| Click-and-mortar companies |
|
Definition
| Traditional brick-and-mortar companies that have added online marketing to their operations |
|
|
Term
|
Definition
| The so-called dot-coms, which operate only online without any brick-and-mortar market presence |
|
|
Term
| Consumer-to-business (C2B) online marketing |
|
Definition
| Online exchanges in which consumers search out sellers, learn about their offers, and initiate purchases, sometimes even driving transaction terms |
|
|
Term
| Consumer-to-consumer (C2C) online marketing |
|
Definition
| Online exchanges of goods and information between final consumers |
|
|
Term
|
Definition
| A website designed to build customer goodwill and to supplement other sales channels, rather than to sell the company’s products directly |
|
|
Term
|
Definition
| Direct marketing by sending an offer, announcement, reminder, or other item to a person at a particular address |
|
|
Term
|
Definition
Direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships. |
|
|
Term
| Direct-response television marketing |
|
Definition
| Direct marketing via television, including direct-response television advertising (or infomercials) and home shopping channels |
|
|
Term
|
Definition
| A vast public web of computer networks that connects users of all types all around the world to each other and to an amazingly large “information repository” |
|
|
Term
|
Definition
| information and ordering machines which are placed in stores, airports, and other locations; also used by business marketers; Example: in-store kiosks for Kodak allowing customers to print pictures from their digital cameras using a memory stick |
|
|
Term
|
Definition
A website that engages consumers in interactions that will move them closer to a direct purchase or other marketing outcome |
|
|
Term
|
Definition
| Advertising that appears while consumers are surfing the web, including display ads (banners, interstitials, pop-ups),search related ads, online classifieds, and other forms. |
|
|
Term
|
Definition
| Company efforts to market products and services and build customer relationships over the Internet |
|
|
Term
|
Definition
| Unsolicited, unwanted commercial e-mail messages |
|
|
Term
|
Definition
| a type of identity theft that uses deceptive emails and fraudulent websites to fool users into divulging their personal data |
|
|
Term
Telephone marketing (Telemarketing) |
|
Definition
| Using the telephone to sell directly to customers |
|
|
Term
|
Definition
| The internet version of word of mouth marketing—websites-mail messages, or other marketing events that are so infectious that customers will want to pass them along to friend |
|
|
Term
|
Definition
| An international marketing strategy for adjusting the marketing mix elements to each international target market, bearing more costs but hoping for a larger market share and return |
|
|
Term
|
Definition
| A global communication strategy of fully adapting advertising messages to local markets |
|
|
Term
|
Definition
| a joint venture in which a company contracts with manufacturers in a foreign market to produce the product or provide its service |
|
|
Term
|
Definition
Entering a foreign market by developing foreign based assembly or manufacturing facilities |
|
|
Term
|
Definition
| A group of nations organized to work toward common goals in the regulation of international trade |
|
|
Term
|
Definition
| Entering a foreign market by selling goods produced in the company’s home country,often with little modification |
|
|
Term
|
Definition
| the prohibition of commerce and trade with a certain country, in order to isolate it and to put its government into a difficult internal situation;A government order prohibiting the entry or departure of commercial vessels or goods at its ports. |
|
|
Term
|
Definition
A firm that, by operating in more than one country, gains R&D, production, marketing, and financial advantages in its costs and reputation that are not available to purely domestic competitors |
|
|
Term
|
Definition
| A joint venture in which a company joins investors in a foreign market to create a local business in which the company shares joint ownership and control |
|
|
Term
|
Definition
| Entering foreign markets by joining with foreign companies to produce or market a product or service |
|
|
Term
|
Definition
| A method of entering a foreign market in which the company enters into an agreement with a licensee in the foreign market, offering the right to use a manufacturing process,trademark,patent,trade secret or other item of value for a fee or royalty. |
|
|
Term
|
Definition
Adapting a product to meet local conditions or wants in foreign markets |
|
|
Term
|
Definition
| Limits on the amount of foreign imports that they will accept in certain product categories |
|
|
Term
| Standardized marketing mix |
|
Definition
| An international marketing strategy for using basically the same product,advertising,distribution channels, and other elements of the marketing mix in all the company’s international markets |
|
|
Term
|
Definition
| taxes on certain imported products designed to raise revenue or to protect domestic firms |
|
|
