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Marketing 16
Chapter 16
9
Marketing
Undergraduate 3
11/30/2011

Additional Marketing Flashcards

 


 

Cards

Term
Describe the AIDA model
Definition
A common model of the series of mental stages through which consumers move as a result of marketing communications

A - Awareness
I - Interests
D - Desire
A - Action
Term
Name/explain the (3) main advertising objectives
Definition
1. Inform - communicates to create and build brand awareness, with the ultimate goal of moving the consumer through the buying cycle to a purchase
2. Persuade - motivates consumers to take action
3. Remind - remind or prompt repurchases, especially for products that have gained market acceptance and are in the maturity stage of the lifecycle
Term
Name (3) different focuses of advertisements
Definition
1. Product-focused
2. Institutional: issues related to politics, places, an industry, or a corporation
3. Public service announcement: focuses on public welfare and is generally sponsored by nonprofit institutions
Term
Describe: stealth marketing
Definition
strategy used to attract consumers using promotional tactics that deliver a sales message in unconventional ways, often without the target audeince knowing that the message even has a selling intent
Term
Name (10) types of consumer sales promotions
Definition
1. Coupons
2. Deals
3. Premiums
4. Contests
5. Sweepstakes
6. Samples
7. Loyalty Programs
8. Point of Purchase displays (POP)
9. Rebates
10. Product Placement
Term
Name (3) types of trade channel sales promotions
Definition
1. Discounts and allowances
2. Co-operative advertising
3. Sales force training
Term
Name (2) ways in which value is added through personal selling
Definition
1. Salespeople educate and provide advise
2. Salespeople save time and simplify buying
Term
Name the (5) steps in the personal selling process
Definition
1. Generate and qualify leads
2. Preapproach - establishing goals to meet with the customer
3. Sales presentation and overcoming objections
4. Closing the sale - obtaining a commitment
5. Follow up
Term
Name (5) ways to correctly manage a sales force
Definition
1. Create the correct sales force structure
2. Recruit salespeople, thinking about what the salesperson will be doing and what characteristics they need
3. Train salespeople
4. Motivate and compensate salespeople through financial rewards (good salary, commission) and non financial rewards (plaques, days off)
5. Evaluate salespeople through sales, profits, and ratios (profit per customer)
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