Term
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Definition
| COMMUNICATING INFO BETWEEN THE SELLER AND POTENTIAL BUYER TO INFLUENCE ATTITUDES AND BEHAVIOR--> PERSONAL SELLING, MASS SELLING, SALES PROMOS |
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Term
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Definition
| DIRECT SPOKEN COMMUNICATION BETWEEN SELLERS AND POTENTIAL CUSTOMERS. IMMEDIATE FEEDBACK. EXPENSIVE. |
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Term
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Definition
| ANY PAID FORM OF NON-PERSONAL PRESENTATION OF IDEAS, GOODS, SERVICES BY AN IDENTIFIED SPONSOR. MAIN FORM OF MASS SELLING. |
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Term
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Definition
| FREE FORM OF MASS SELLING. ANY UNPAID FORM OF NON-PERSONAL PRESENTATION OF IDEAS, GOODS, SERVICES. |
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Term
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Definition
| REFERS TO PROMOTION ACTIVITIES THAT STIMULATE INTEREST, TRIAL, OR PURCHASE |
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Term
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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
| ATTENTION, INTEREST, DESIRE, ACTION |
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Term
| INFORMING OBJECTIVE OF PROMOTION |
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Definition
(AIDA) ATTENTION, INTEREST
(ADOPTION PROCESS) AWARENESS, INTEREST |
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Term
| PERSUADING OBJ OF PROMOTION |
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Definition
(AIDA) DESIRE
(ADOPTION PROCESS) EVALUATION, TRIAL |
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Term
| REMINDING OBJ OF PROMOTION |
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Definition
(AIDA) ACTION
(ADOPTION PROCESS) DECISION, CONFIRMATION |
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Term
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Definition
IMMEDIATE FEEDBACK FROM CUSTOMERS
EX) DIRECT MAIL ADVERTISING FROM A CAREFULLY SELECTED MAILING LIST BY CRM |
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Term
| CRM: CUSTOMER RELATIONSHIP MGMT |
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Definition
| DIRECT RESPONSE PROMOTION RELIES ON CRM DARABASES --> PAPER WASTE, ANNOYING CALLS |
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Term
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Definition
| PUSHING MEANS USING NORMAL PROMOTION EFFORT (PERSONAL SELLING, ADVERTISING, SALES PROMOTION) TO HELP SELL THE WHOLE MKTG MIX TO POSSIBLE CHANNEL MEMBERS |
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Term
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Definition
PULLING MEANS GETTING CUSTOMERS TO ASK INTERMEDIARIES FOR THE PRODUCT. FOCUS ON CUSTOMERS AT THE END OF THE CHANNEL --> STIMULATES DEMAND THUS PULLING THE PRODUCT THROUGH THE CHANNEL OF DISTRIBUTION
MASS ADS AND CONSUMER PROMOTION |
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Term
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Definition
| FOCUSES ON INDIVIDUALS BECAUSE DIFFERENT SEGMENTS OF CUSTOMERS WITHIN A MKT MAY BEHAVE DIFFERENTLY WITH SOME TAKING THE LEAD IN TRYING NEW PRODUCTS AND IN TURN INFLUENCING OTHERS |
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Term
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Definition
| INNOVATORS --> EARLY ADOPTERS --> EARLY MAJORITY --> LATE ADOPTERS --> LAGGARDS |
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Term
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Definition
- FIRST TO ADOPT
- YOUNG, EDUCATED, MOBILE
- MANY CONTACTS OUTSIDE LOCAL GROUP |
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Term
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Definition
- YOUNG
- NOT MANY CONNECTIONS OUTSIDE LOCAL GROUP
- OPINION LEADERS
- MOST CONTACT WITH SALESPEOPLE
- WOM SPREADERS |
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Term
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Definition
- AVOIDS RISK BY WAITING UNTIL MANY EARLY ADOPTERS HAVE TRIED SOMETHING AND LIKED IT
- MUCH CONTACT WITH SALESPEOPLE, OPINION LEADERS, AND MESS MEDIA
- AVERAGE SIZED BUSINESSES |
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Term
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Definition
- VERY CAUTIOUS ABOUT NEW IDEAS
- OLDER, SET IN WAYS
- STRONG PRESSURE FROM THEIR OWN GROUP IS NEEDED
- DOESN'T PAY ATTENTION TO SOURCES OF INFO |
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Term
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Definition
- PREFER DOING THINGS THE WAY THEY ARE ALWAYS DONE
- SUSPICIOUS OF NEW IDEAS
- OLD, LESS EDUCATED
- SMALLEST BUSINESSES |
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Term
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Definition
| DEMAND FOR THE GENERAL PRODUCT IDEA-- NOT BRAND. |
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Term
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Definition
| DEMAND FOR A COMPANY'S BRAND -- MAIN OBJ IS TO GET CUSTOMERS TO KEEP BUYING A SPECIFIC BRAND |
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Term
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Definition
| BASING THE BUDGET ON THE JOB TO BE DONE -- IT HELPS YOU SET PRIORITIES SO THAT THE MONEY YOU SPEND PRODUCES SPECIFIC RESULTS -- MOST SENSIBLE APPROACH TO BUDGETING. CONSIDERS RELATIONSHIP BETWEEN DOLLARS SPENT AND RESULTS. |
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Term
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Definition
1. ADVERTISING
2. PUBLIC RELATIONS & PUBLICITY
3. SALES PROMOTIONS
4. PERSONAL SELLING
5. DIRECT MKTG |
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Term
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Definition
| DIRECT MAIL, TELEMARKETING, DIRECT RESPONSE BROADCAST ADS, INFOMERCIALS, CABLE SHOPPING NETWORK |
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Term
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Definition
-TO INFORM
-TO PERSUADE
-TO REMIND |
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Term
| SOME _______ FAITH IN MASS MEDIA ADVERTISING |
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Definition
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Term
| _______ RELIANCE ON _______ TARGETED COMMUNICATION METHODS |
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Definition
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Term
| GREATER DEMANDS BY ADVERTISERS FOR _____ SERVICES ON COMMUNICATION SUPPLIERS |
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Definition
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Term
| INCREASED EFFORTS TO ASSESS COMMUNICATION'S ___. |
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Definition
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Term
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Definition
-EFFECTS ON BEHAVIOR
-USE ALL FORMS OF CONTACT
-STARTS WITH CUSTOMER
-ACHIEVE SYNERGY
-BUILD RELATIONSHIPS WITH CUSTOMERS |
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Term
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Definition
| A SINGLE VOICE ACROSS COMMUNICATION METHODS |
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Term
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Definition
| SOURCE --> ENCODING --> MESSAGE --> CHANNEL --> DECODING --> RECIEVER ----NOISE----> FEEDBACK |
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Term
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Definition
-MESSAGE SPONSOR
-MESSAGE PRESENTERS
-SOURCE CREDIBILITY: TRUST, ATTRACTIVENESS, EXPERTISE |
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Term
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Definition
| CHOOSING WORDS, SYMBOLS, ETC. TO CONVEY A MESSAGE |
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Term
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Definition
-STRENGTH OF ARGUMENT
-STRUCTURE: ORDER OF PRESENTATION, ONE V. TWO SIDED MESSAGE, CONCLUSION DRAWING
-CONTENT: RATIONAL, EMOTIONAL, HEDONIC
-FORMAT: HEADLINE, COLOR, ETC |
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Term
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Definition
| 1- ADVERTISING 2- PUBLIC RELATIONS & PUBLICITY 3- SALES PROMOTIONS 4- PERSONAL SELLING 5- DIRECT MKTG 6- MEDIA |
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Term
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Definition
| RECEIVER TRANSLATES AND INTERPRETS THE MESSAGE |
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Term
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Definition
| COMPETING MESSAGES, DISTRACTIONS, POORLY DESIGNED MESSAGES OR MEDIA CAMPAIGNS |
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Term
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Definition
| CONSIDERATION OF THE COMPETITIVE, ECONOMIC, AND SOCIAL ENVIRONMENTS |
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Term
| COMMUNICATIONS PROCESS ANALYSIS |
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Definition
| DETERMINE OBJECTIVES, IDENTIFY TARGET AUDIENCE, LEVEL OF INVOLVEMENT |
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Term
| BUDGETING METHODS ARE INFLUENCED BY |
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Definition
| INDUSTRY, SIZE, MKT GROWTH, POSITION IN THE MKT PLACE |
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Term
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Definition
1. ALL YOU CAN AFFORD
2. PERCENT OF SALES
3. COMPETITIVE PARITY
4. TASK METHOD |
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Term
| MKTG COMMUNICATIONS DEVELOPMENT |
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Definition
-TYPE OF PRODUCT
-PUSH V. PULL
-PLC STAGE
-MKT SHARE |
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Term
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Definition
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Term
| PULL INVOLVES GREATER EMPHASIS ON |
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Definition
| MASS ADS AND CONSUMER PROMOTION |
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Term
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Definition
| SALES PROMOTIONS LATER AND ADVERTISING EARLIER |
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Term
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Definition
| BOTH SEQUENCE OF EFFECTS AND SET OF OUTCOMES |
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