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communicating information between the seller and the potential buyer or others in the channel to influence attitudes and behavior.
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| involves direct spoken communication between sellers and potential customers. salespeople get immediate feedback which helps them to adapt |
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| communicating with large numbers of potential customers at the same time. less flexible than personal selling but it can be less expensive |
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| any unpaid form of nonpersonal presentation of ideas, goods, or services. |
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| 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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| concerned with managing personal selling. responsible for building good distribution channels and implementing place policies. |
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| manage thier company's mass selling effort--in television, newspapers, magazines and other media. their job is choosing the right media and developing the ads |
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| communication with noncustomers, including labor, public interest groups, stockholders, and the government |
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| manage their company's sales promotion efforts. sometimes has independent status and reports directly to the marketing manager. |
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| integrated marketing communications |
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| the intentional coordination of every communication from a firm to a target customer to convey a consistent and complete message. effective blending of all the firm's promotion efforts should produce this ___. |
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| consists of four promotion jobs 1. get attention, 2. to hold interest, 3. to arouse desire, 4. to obtain action. |
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| which means a source trying to reach a receiver with a message. |
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| any distraction that reduces the effectiveness of the communcation process. |
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| 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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| the receiver translating the message |
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| the carrier of the message. salesperson with voice, advertising with media. |
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| (a product through a channel) means 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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| means getting customers to ask intermediaries for the product |
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| shows when different groups accept ideas. emphasizes the relations among groups and shows that individuals in some groups act as leaders in accepting a new idea. |
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| the the first to adopt. eager and willing to try a new idea and willing to take risks. tend to be young and well educated. search for information online |
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| well respected by their peers and often are opinion leaders. tend to be younger, more mobile, and more creative than later adopters. more likely to deal with salespeople. spreading word of mouth information and advice |
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| avoid risk and wait to consider a new idea after many early adopters have tried it--and liked it. a lot of contact with mass media. usually not an opinion leader themselves. |
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| are cautious about new ideas. often older and set in thier ways and less likely to follow early adopters. tend to get advice from other late adopters |
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| prefer to do things the way they've been done in the past and are very suspicious of new ideas. cling to status quo and often marketers should not bother with this group. |
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| demand for the general product idea--not just for the company's own brand. |
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| demand for a company's own brand |
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| basing the budget on the job to be done. |
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