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Principles of Marketing 13E
Kotler/Armstrong Principles of Marketing Chapter 14
18
Business
Undergraduate 2
12/07/2010

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Term
promotion mix (marketing communications mix)
Definition
the specific blend of promotion tools that the company uses to persuasively communicate customer value and build customer relationships
Term
advertising
Definition
any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor
Term
sales promotion
Definition
short-term incentives to encourage the purchase or sale of a product or service
Term
personal selling
Definition
personal presentation by the firm's sales force for the purpose of making sales and building customer relationships
Term
public relations
Definition
building good relations with the company's various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events
Term
direct marketing
Definition
direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships
Term
integrated marketing communications (IMC)
Definition
carefully integrating and coordinating the company's many communications channels to deliver a clear, consistent, and compelling message about the organization and its products
Term
personal communication channels
Definition
channels through which two or more people communicate directly with each other, including face to face, on the phone, through mail or e-mail, or even through an internet "chat"
Term
word-of-mouth influence
Definition
personal communication about a product between target buyers and neighbors, friends, family members, and associates
Term
buzz marketing
Definition
cultivating opinion leaders and getting them to spread information about a product or service to others in their communities
Term
nonpersonal communication channels
Definition
media that carry messages without feedback, including major media, atmospheres, and events
Term
affordable method
Definition
setting the promotion budget at the level management thinks the company can afford
Term
percentage-of-sales method
Definition
setting the promotion budget at a certain percentage of current or forecasted sales or as a percentage of the unit sales price
Term
competitive-parity method
Definition
setting the promotion budget to match competitors' outlays
Term
objective-and-task method
Definition
developing the promotion budget by (1) defining specific objectives, (2) determining the tasks that must be performed to achieve these objectives. and (3) estimating the costs of performing these tasks. The sum of these costs is the proposed promotion budget
Term
push strategy
Definition
a promotion strategy that calls for using the sales force and trade promotion to push the product through channels. The producer promotes the product to channel members who in turn promote it to final consumers
Term
pull strategy
Definition
a promotion strategy that calls for spending a lot on advertising and consumer promotion to induce final consumers to buy the product, creating a demand vacuum that "pulls" the product through the channel
Term
buyer readiness stage
Definition
the stages consumers pass through on their way to purchase including awareness, knowledge, liking, preference, conviction, and purchase
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