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Definition
| involves direct spoken communication between sellers and potential customers |
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Term
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Definition
| communicating with large numbers of potential customers at the same time. |
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Term
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Definition
| any PAID form of non-personal presentation of ideas, goods, or services by an identified sponsor. |
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Term
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Definition
| any UNPAID form of non-personal presentation of ideas, goods, or services. |
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Term
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Definition
| refers to promotion activities-other than advertising, publicity, and personal selling-that stimulate interest, trial, or purchase by final customers or others in the channel. |
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Term
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Definition
| those concerned with managing personal selling |
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Term
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Definition
| those whom manage their company's mass-selling effort-in television, newspapers, magazines, and other media. |
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Definition
| communication with noncustomers, including labor, public interest groups, stockholders, and the government. |
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Term
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Definition
| those who manage their company's sales promotion effort. |
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Term
| Integrated Marketing communications |
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Definition
| the intentional coordination of every communication from a firm to a target customer to convey a consistent and complete message. |
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Term
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Definition
| (1)to get ATTENTION (2) to hold INTEREST (3) to arouse DESIRE (4) to obtain ACTION |
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Term
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Definition
| when a source tries to reach a receiver with a message |
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Term
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Definition
| in the communication process, the sender of a message |
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Term
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Definition
| in the communication process, the potential customer |
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Term
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Definition
| any distraction that reduces the effectiveness of the communication process. |
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Term
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Definition
| the source deciding what it wants to say and translating it into words or symbols that will have the same meaning to the receiver. |
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Term
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Definition
| in the communication process, the receiver translating the message |
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Term
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Definition
| the carrier of the message. |
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Term
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Definition
| using normal promotion effort-personal selling, advertising, and sales promotion-to help sell the whole marketing mix to possible channel members |
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Term
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Definition
| getting customers to ask intermediaries for the product |
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Term
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Definition
| shows when different groups accept ideas |
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Term
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Definition
| the first to adopt new ideas, and the first to take risks |
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Term
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Definition
| those well respected by their peers and often are opinion leaders |
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Term
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Definition
| avoid risk and wait to consider a new idea after many early adopters have tried it- and liked it |
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Term
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Definition
| cautious about new ideas. Often they are older and more set in their ways, so they are less likely to follow early adopters. |
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Term
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Definition
| those who prefer to do things the way they've been done in the past and are very suspicious of new ideas |
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Term
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Definition
| demand for the general product idea-not just for the company's own brand |
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Term
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Definition
| demand for a company's own brand |
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Term
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Definition
| basing the budget on the job to be done |
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