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Marketing Chap 17
Marketing Chap 17
15
Marketing
Undergraduate 1
03/19/2007

Additional Marketing Flashcards

 


 

Cards

Term
sales promotion
Definition
Marketing activities other than personal selling, advertising, and publicity that stimulate consumer purchasing and dealer effectiveness.
Term
personal selling
Definition
Seller's promotional presentation conducted on a person-to-person basis with a prospective buyer.
Term
integrated marketing communications (IMC)
Definition
Coordination of all promotional activities to produce a unified, customer-focused promotional message.
Term
advertising
Definition
Paid, nonpersonal communication through various media by an entity that is identified in the message and that hopes to inform or persuade members of a particular audience.
Term
public relations
Definition
Firm's communications and relationships with its various publics.
Term
pulling strategy
Definition
Promotional effort by a seller to stimulate demand among final users who will exert pressure on the distribution channel to provide the good or service.
Term
sponsorship
Definition
Provision of funds for a sporting or cultural event in exchange for a direct association with the event.
Term
promotional mix
Definition
Blend of personal selling and nonpersonal selling created by marketers to achieve promotional objectives
Term
AIDA concept
Definition
Acronym for the traditional explanation of the steps an individual must take to complete a purchase decision.
Term
promotion
Definition
Function of informing, influencing, and persuading the consumer's purchase decision
Term
direct marketing
Definition
Direct communications other than personal sales contacts between buyer and seller designed to generate sales, information requests, or store or web site visits
Term
pushing strategy
Definition
Effort by a seller to members of the marketing channel to stimulate personal selling of the good or service.
Term
marketing communications
Definition
Messages that deal with buyer-seller relationships.
Term
nonpersonal selling
Definition
Promotion that includes advertising, sales promotion, direct marketing and public relations – all conducted without being face-to-face with the buyer.
Term
direct mail
Definition
Sales letters, postcards, catalogs, brochures, and the like, conveying messages directly from the marketer to the consumer
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