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is communicated by marketers that inform, persuades and reminds potential buyers of a product in order to influence a opinion or elicit a response |
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is a plan for the optimal use of the promotional mix
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| an impersonal, one-way communication about a product or organization that is paid for by a marketer |
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| a marketing function that evaluates public attitudes, identifies areas within the organization that the public maybe be interested in, and executes a program of action to earn public understanding acceptance |
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| includes marketing activities that stimulate consumer buying and dealer effectiveness |
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| planned presentation to one or more prospective buyers for the purpose of selling a product |
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| a combination of one or more of the communication tools used to inform prospective buyers about the benefits of the product, persuade them to try it and remind them later about the benefits they enjoyed by using the product |
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| targeted by advertising and sales promo |
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| decisions that are neither routine or complex are targeted by advertising and PR |
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| targeted by personal selling and print ads |
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| promote to next level in the channel; directs the mix to channel members to gain their cooperation in ordering and stocking the product |
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| promote to final consumer; direct the mix at ultimate consumers to encourage them to ask the retailor for a product |
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| Integrated Marketing Communication |
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| the careful coordination of all promotional messages to assure the consistency of messages at every contact point where a company meets the consumer |
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| enhance a company's image rather than promotion at a praticular product |
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| tout the benefits of a specific good or service |
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| ads influence demand for the brand during the growth phase of the product lifecycle |
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| compare two or more competing brands product attributes |
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| is a series of related advertisments focusing on a common theme, slogan and set of advertising appeals |
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| an arrangement in which the manufacturer and the retailer split costs of advertising the manufacturer's brand |
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| advertising is run steadily throughout a period of time |
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| run heavily at certain intervls |
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| combines continous schedule with flighting |
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| run only when the product s likely to be used |
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| the element of the promotional mix that evaluates public attitudes, indentifies of public concern and executes programs to gain public acceptance |
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| coordinated effort to handle the effects of unfavorable publicity or of a unfavorable event |
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| price teduction offered by manufacturers to intermediaries |
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| money offered to channel intermediaries to encourage them to push products and encourage other members of the channel to sell the products |
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| of customers specific needs and wants and the range of options a customer has to satisfy them |
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| the consideration that is given up in an exchange by the number of units sold |
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| the price charged to customers multiplied by the number of units sold |
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| setting prices so that total revenue is as large as possible relative total costs |
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| is a company's product sales as a percentage of total sales for that industry |
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| is a short-term objective to maximize sales |
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| involves maintaing exisiting prices or meeting competitors prices |
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| factors that limit the range of prices a firm may set |
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| means consumers buy more or less of a product as the price changes |
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| means a change in price will not significantly affect demand |
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| means that an increase in sales exactly offsets a decrease in price and revenue remains unchanged |
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| is the total money recieved from the sale of a product |
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| equals the sum of fixed xost and variable cost |
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| is the cost of buying product from the producer plus amounts for profit and for expenses not otherwise accounted for |
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| is the sum of expenses of the firm that are stable and do no change with the quantity of a product that is produced or sold |
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| the practice of marketing up prices by 100% or doubling the cost |
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| is a technique for adjusting prices that uses complex mathematical software to profitability fill unused capacity |
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| occurs when a firm charges a high introductory price often coupled with heavy promotions |
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| occurs when a firm charges a relativly low price for a product initially as a way to reach a mass market |
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| setting the price at a level that seems to the customer to be a good prices compared to the prices of other options |
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| setting the price for an entire line of products |
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| selling a product at near or below cost |
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| is pricing at odd prices to connote bargain and even prices to connote quality |
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| marketing two or more products in a single package for a special |
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