Shared Flashcard Set

Details

Define + Lists
Chapter 14
19
Marketing
Undergraduate 4
12/10/2007

Additional Marketing Flashcards

 


 

Cards

Term
Marketing Communications Mix (promotion mix)
Definition
The specific mix of advertising, personal selling, sales promotion, and public relations a company uses.
Term
Advertising
Definition
Any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor.
Term
Public Relations
Definition
Building good relations with the companies various publics by obtaining favorable publicity building up the corporate image and handling or heading off unfavorable rumors stories and events.
Term
Personal Selling
Definition
Personal presentation by the firms sales force for the purpose of making sales and building customer relationships.
Term
Direct Marketing
Definition
Direct communications with carefully targeted individual customers- the use of telephone, fax, email internet and other tools to communicate directly with specific consumers.
Term
Integrated Marketing Communications (IMC)
Definition
The concept under which a company carefully integrates and coordinates its many communication channels to deliver a clear consistent and compelling message about the organization and its products.
Term
The communication process (p431)
Definition
Sender, encoding, message, media, decoding, receiver, response, feed back, noise.
Term
Buyer Readiness Stages
Definition
The stages that consumers pass through on their way to purchase, including: awareness, knowledge, liking, preference, conviction, and purchase
Term
Personal Communication Channels
Definition
Channels through which two or more people communicate directly with each other, including face to face, person to audience, over the phone, or through mail.
Term
Word of Mouth Influence
Definition
Personal communication about a product between target buyers and neighbors, friends, family members, and associates.
Term
Buzz Marketing
Definition
Cultivating opinion leaders and getting them out to spread information about a product or service to other in their communities.
Term
Nonpersonal communication channels
Definition
Media that carry messages without personal contact or feedback, including major media, atmospheres, and events.
Term
Affordable Method
Definition
Setting the promotion budget at the level management things the company can afford
Term
Percentage-of-sales method
Definition
Setting the promotion budget at a certain percentage of current or forecasted sales or as a percentage of unit sales price.
Term
Competitive parity method
Definition
Setting the promotion budget to match competitors outlays.
Term
Objective and task method
Definition
Developing the promotion budget by 1. defining that specific objectives; 2. determining the tasks that must be performed to achieve these objects; 3. estimating the costs of performing these tasks. the sum of these costs in the proposed promotion budget.
Term
Push Strategy
Definition
A promotion strategy that calls for using the sales force and trade promotion to push the product through channels. the producer promotes the product to wholesalers, the wholesalers promote to retailers, and the retailers promote to consumers.
Term
Push Strategy
Definition
A promotion strategy that calls for spending a lot on consumer promotion to build up consumer demand. If the strategy is successful, consumers will ask their retailers for the product, the retailers will ask the whole sales, and the wholesalers will as the producers.
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