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Definition
| plan for the optimal use of the elements of promotion, advertising, public relations, personal selling, sales promotion, and social media |
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| set of unique features of a company and its products that are perceived by the target market as significant and superior to those of the competition |
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| communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response. |
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| process by which meanings are exchanged or shared through a common set of symbols |
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| Communication divided into 2 categories |
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Definition
interpersonal communication
mass communication |
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| interpersonal communication |
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| direct face-to-face communication between 2 or more people. people see each other and respond immediately |
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| communicating a concept or message to large audiences. |
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| senders and receivers of messages |
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| the originator of the message in the communication process |
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| the conversation of a senders ideas and thoughts into a message, usually in the form of words or signs |
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| Transmission can be hindered by |
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Definition
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| Common understanding is required |
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| between two communicators or a common frame of reference |
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| Why wouldn't a message be decoded properly? |
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Definition
because of the selective exposure
distortion
retention |
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Definition
interpersonal communication
verbal or nonverbal |
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Term
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Definition
| enables mass communicators to decide whether to continue, modify, drop a message |
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| Internet and social media are used |
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Definition
| for feedback, positive or negative, and is unfiltered, personalize feedback |
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Definition
| seeks to convert an existing need into a want or to stimulate interest in anew product |
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| the new products cannot establish itself against more mature products ___ |
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Definition
unless potential buyers are:
aware of it
value its benefits
understand its positioning in the marketplace |
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| informative messages are for promoting |
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Definition
automobiles
computers
investments |
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Definition
| designed to stimulate a purchase or an action |
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| persuading is used in the |
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Definition
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| informative is used in the |
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| early stages of the product life cycle |
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| by the time the persuading stage is established |
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Definition
| general product awareness and some knowledge of how the product can fulfill its wants |
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Definition
| used to keep the product and brand name in the publics mind |
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Definition
| maturity stage of the plc |
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Term
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Definition
advertising
public relations
sales promotion
personal selling
social media |
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Definition
| the one that management believes will meet the needs of the target market and fulfill the organization's overall goals. |
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Definition
| any form of impersonal paid communication in which the sponsor or company is identified |
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| primary benefits of advertising is |
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Definition
| reaching and able to communicate to a large number of people at one time |
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cost per contact is
total cost to advertise is |
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Definition
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Term
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Definition
marketing function that evaluates:
public attitudes
identify areas within an organization the public may be interested in
executes a program of action to earn public understanding and acceptance |
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| How do marketers use public relations? |
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Definition
maintain a public image, but also to educate the public about the company's goals and objectives
introduce new products
help support the sales effort |
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Term
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Definition
public information about:
company
product
service
issue appearing in the mass media as a news item |
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Definition
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Definition
| consist of all marketing activities other than personal selling, advertising, and public relations that stimulate consumer purchasing and dealer effectiveness |
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Definition
| purchase situation involving a personal, paid for communication between 2 people in an attempt to influence each other |
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Term
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Definition
| emphasizes win-win outcome and the accomplishment of mutual objectives that benefit both buyer and salesperson, in the long term |
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Term
IMC
Integrated Marketing Communications |
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Definition
| careful coordination of all promotional messages, traditional advertising, direct marketing, social media, interactive, public relations, sales promotion, personal selling, event marketing and other communications for a product or service to assure the consistency of messages at every contact point where a company meets the consumer. |
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Term
| IMC carefully works out the |
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Definition
| roles that various promotional elements will play in the marketing mix |
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| most common rift is typically occurs between |
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Definition
| personal selling and other elements of the promotional mix |
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| IMC has grown in popularity because |
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Definition
proliferation of media choices
promotional messages
slashed advertising spending |
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| factors affecting the promotional mix |
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Definition
nature of the product
stage in the life cycle
target market characteristics
type of buying decision
funds available for promotion
push-pull strategy |
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Term
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Definition
| marketing strategy that uses aggressive personal selling and trade advertising to convince a wholesaler or a retailer to carry and sell particular merchnadise |
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Term
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Definition
| a marketing strategy that stimulates consumer demand to obtain product distribution |
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