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| Communication by marketers that informs, persuades, and remids potential buyers of a product in order to influence an opinion or elicit a response. |
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| A plan for the optimal use of the elements of promotion: advertising, public relations, personal selling, sales promotion, and social media |
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| One or more unique aspects of an organization that cause target consumers to patronize that firm rather than competitors. |
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| The process by which we exchange or share meaning through a common set of symbols. |
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| Interpersonal Communication |
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| Direct, face-to-face communication betwen two or more people. |
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| The communication of a concept or message to large audiences. |
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| Three basic tasks for effective promotion |
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| Inform, Persuade, and Remind |
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| The main promotion goal when the product enters the growth stage of its life cycle. |
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| The combination of promotional tools - including advertising, public relations, personal selling, and sales promotion - used to reach a target market. |
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| Any form of impersonal (one-way) paid communication in which the sponsor or company is identified. |
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| The marketing function that evaluates public attitudes, identifies areas within the organization the public may be interested in, and executes a program of action to earn public understanding and acceptance. |
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| A purchase situation involving a personal, paid-for communication between two people in an attempt to influence each other. |
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| Consists of all marketing activities - other than personal selling, advertising, and public relations - that stimulate consumer purchasing and dealer effectiveness. |
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| Promotion tools used to facilitate conversations among people online. |
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| Blogs (online journals), microblogs (Twitter), podcasting (online audio shows), vodcasts (online videos and newscasts, especially on YouTube), and social networks such as Facebook and LinkedIn. |
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| The acronym stands for Attention, Interest, Desire, and Action; the stages of consumer involvement with a promotional message. |
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| Money (or the lack of it) |
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| Might easily be the most important factor in determining the promotional mix. |
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| Advertising cannot change |
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Definition
| Comsumers' deeply rooted values and attitues, although it may succeed in transforming a person's negative attitude toward a product into a positive one. |
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Institutional Advertising
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| A form of advertising designed to enhance a company's image rather than promote a particular product. |
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| A form of advertising designed to stimulate primary demand for a new product or product category. |
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| A form of advertising designed to influence demand for specific brand. |
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| A form of advertising that compares two or more specifically named or shown competing brands on one or more specific attributes. |
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| A feature of the product such as its easy-open package, special formulation or new lower price. |
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| What consumers will receive or achieve by using the product such as convenience or ease of use. |
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| A series of related advertisements focusing on a common theme, slogan, and set of advertising appeals. |
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| The channel used to convey a message to a target market. |
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| The series of decisions advertisers make regarding the selection and use of media, allowing the marketer to optimally and cost-effectively communicate the message to the target audience. |
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| An arrangement in which the manufacturer and the retailer split the costs of advertising the manufacturer's brand. |
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| Has dramatically changed the advertising industry. |
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| The cost of reaching one member of the target market. |
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| The number of target consumers exposed to a commercial at least once during a specific period, usually four weeks. |
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| The number of times an individual is exposed to a given message during a specific period. |
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| Designation of the media, the specific publications or programs, and the insertion dates of advertising. |
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| A coordinated effort to handle all the effects of unfavorable publicity or of another unexpected unfavorable event. |
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Definition
| Marketing activities - other than personal selling, advertising, and public relations - that stimulate consumer buying and dealer effectiveness. |
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Definition
| The most widely used promotional medium, accounting for 50 percent of annual promotional expenditures. |
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| Relationship Selling (Consultative Selling) |
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| A sales practice that involves building, maintaining, and enhancing interactions with customers in order to develop long-term satisfaction through mutually benificial partnerships |
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| Sales Process (Sales Cycle) |
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Definition
| The set of steps a salesperson goes through in a particular organization to sell a particular product or service. |
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| Seven Basic Personal Selling Steps |
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Definition
- Generating Leads
- Qualifying Leads
- Approaching the customer and probing needs
- Developing and proposing solutions
- Handling objections
- Closing the Sale
- Following Up
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| Lead Generation (Prospecting) |
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Definition
| Identification of those firms and people most likely to buy the seller's offerings. |
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| A recommendation to a salesperson from a customer or business associate. |
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| A process of finding out about potential clients from friends, business contacts, coworkers, acquaintences, and fellow members in professional and civic organizations. |
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| A formal written document or professional presentation that outlines how the salesperson's product or service will meet or exceed the prospect's needs. |
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| A formal meeting in which the salesperson presents a sales proposal to a prospective buyer. |
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| The same thing as asking for the sale |
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| The process during which both the salesperson and the prospect ofer special concessions in an attempt to arrive at a sales agreement. |
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| A statement of the individual salesperson's sales objectives, usually based on sales volume alone but sometimes including key accounts (those with greatest potential), new accounts, repeat sales, and specific products. |
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| Although it motivates a salesperson to sell, sometimes it is not enough to produce the volume of sales or the profit margin required by sales management. |
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Definition
| The most popular sales incentive and are used by virtually all companies. |
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| This has changed the way that marketers can communicate with their brands - from mass messages to stimulate conversations. |
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| Those who post comments, ratings, and reviews of products and services on blogs and forums. |
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| A publicly accessible Web page that functions as an interactive journal, whereby readers an post comments on the author's entries. |
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| Blogs with strict post length limits. With a minimum of 140 characters. Most popular is Twitter. |
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| Web sites that allow individuals to connect - or network - with friends, peers, and business associates. Facebook is the largest and fastes growing. |
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| Web sites that allow users to upload and distribute mutlimedia content such as videos and photos. |
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| Almost _______ people participated in some sort of virtual world experience. |
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| More than ____ of the United States population - owns a mobile phone. |
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| The rate of change in _____ is astounding - usage statistics change daily for sites such as Facebook and Twitter. |
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