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Principles of Marketing
Exam 2
32
Marketing
Undergraduate 1
03/08/2011

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Cards

Term
Pulling
Definition
Using promotion to get customers to ask intermediaries for the product
Term
Adotion Curve
Definition
Shows when different groups adopt new products
Term
Promotion
Definition
Communicating information between seller and potential buyer or other in the channel to influence attitudes and behavior
Term
Personal selling
Definition
direct spoken communication between sellers and potential customers
Term
Mass selling
Definition
Communciation with larger #s of potential customers
Term
Advertising
Definition
any paid form of nonpersonal selling
Term
publicity
Definition
Unpaid form of nonpersonal advertising
Term
Sales Promotion
Definition
promotion activities other than advertising,publicity and personal selling that stimulate interest.
Term
Sales Managers
Definition
Concerned with managing personal selling
Term
Advertising managers
Definition
managers of a their company's mass selling effort in tv, newpaper, magazines
Term
Publinc relations
Definition
communication with noncustomers
Term
Sales Promotion Managers
Definition
Managers of their company's sales promotion effort
Term
Integrated marketing communications
Definition
the intentional coordination of every communication from a firm to target a customer and convey a consistent and complete message
Term
AIDA
Definition

Attention

Interest

Desire

Action

Term
Communcation process
Definition
a source trying to reach a reciever with a message
Term
Source
Definition
the sender of the message
Term
reciever
Definition
Target of the message: customer
Term
Noise
Definition
any distraction that reduce the effectiveness of communication
Term
Encoding
Definition
the source in the communciation process deciding what it wants to say and tanslating it into words or symbols that will have the same meaning to the reciever
Term
Decoding
Definition
receiver in the communication process translating the message
Term
Message channel
Definition
the carrier of the message
Term
Pushing
Definition
using normal promotion effort- personal selling, advertising, and sales promotion to help sell the whole marketing mix to possible channel members
Term
Pulling
Definition
Using promotion to get customers to ask intermediaries for the product
Term
Innovators
Definition
the first group to adopt a product
Term
Early adopters
Definition
the second group in the adoption curve to adopt a new product there people are usually well respected by their peers and often opionion leaders
Term
Early majority
Definition
a group n the adoption curve that avoids risk and waits to consider a new idea until many early adopters try it
Term
late majority
Definition
a group of adopters who are cautious about new ideas older people
Term
Laggards
Definition
Prefer to do things the way they have always been done hard to reach very suspicious of new ideas  nonadopters
Term
primary demand
Definition
demand for general product idea
Term
selective demand
Definition
demand for a company's own brand rather than a product category
Term
Task method
Definition
Basing budget on the job to be done
Term
percent method
Definition
basing budget on percent of sales
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