Shared Flashcard Set

Details

promotion quiz #1 review
ch. 1-3
16
Marketing
Not Applicable
09/09/2009

Additional Marketing Flashcards

 


 

Cards

Term
Marketing mix.
Definition
The combination of the marketing 'tactics': product, price, place (distribution) and promotion.
Term
promotional mix
Definition
the elements that combine to make an organisation's marketing communications strategy: advertising, sales promotion, personal selling, direct marketing and public relations.
Term
brand/branding
Definition
trade name: a name given to a product or service, something recognizable, provides quality assurance.
Term
brand equity
Definition

The value a customer places on a branded product or service. It is the qualitative sum of everything that a customer thinks:

 

1. research current brand image.

2.decide what makes the brand unique. 3.communicates brands uniqueness.

4.spend heavily on advertising.

 5.make domination the goal.

 6.deliver on uniqueness.

Term
packaging
Definition

used to be one of the 4 p's of marketing.

 

-marketers and lawyers fight to meet legal requirements.

-provide another marketing oppurtunity.

-must be legible.

Term
positioning
Definition
the process by which marketers try to create an image or identity in the minds of their target market for its product, brand, or organization. (factors- proces, images, quality of product,methods of distribution, etc.)
Term
evoked set
Definition
one of the evualations of alternatives for potential products that the consumer has to choose from within the purchasing decision-making process.
Term
the four stages of the IMC system
Definition

INTEGRATION TOOLS: internet marketing IMC for small business and entreprenurial ventures. evaluating and intregrated marketing program.

 

 PROMOTIONAL TOOLS: trade promotions consumer promotions personal selling,database marketing, and customer relations management. public relations and sponsership programs.

 

ADVERTISING TOOLS:

advertising management,

advertising design: theoretical frameworks and types of appeals.

advertising design: message strategies and executional frameworks.

 advertising media selection.

 

THE FOUNDATION: Corporate image and brand management elements. buyer behaviors promotions oppurtunity analysis.

Term
[image]
Definition

SENDER- the manufacturer.

 

ENCODING-advertisments created for various media outlets.

 

TRANSMISSION DEVICES- the ad is released.

 

DECODING-message is recieved. customers hear/see ad.

 

RECIEVERS-decode or understand the message as it was intender by the sender.

 

NOISE- anything that disorts or disrupts a message.

 

FEEDBACK- purchases,inquiries,complaints,questions, visits to the store, and hits to the website.

Term

Components of corporate image

(pg.30)

Definition
TANGIBLE:
1.Goods and services sold.
2.retail outlets where the product is sold.
3.factories where the product is produced.
4.advertising,promotions, and other forms of communications.
5.corporate name and logs.
6.pakages and labels
7.employees.

INTAGABLE:
1.corporate, personnel, and enviromental policies.
2.ideals and beliefs of corporate personnel.
3.culture of country and location of company.
4.media reports
Term
corporate image
Definition
overall consumer perceptions or end-user feelings towards a company along with its goods and services.
Term
Benefits of right corporate image
Definition
1.allows manufactures to charge more for products. 2creates higher gross margins. 3. provides power with retailers and wholesalers.
4. captures additional retail shelf space.
5. serves as a weapon against consumers switching due to sales promotions.6. prevents erosion of market share.
Term
corporate logos
Definition
the symbol used to identify a company and its brands, helping to convey the overall corporate image.
Term
consumer decision process
Definition
Term
consumer attitudes
Definition
a mental position taken toward a topic, person, or event that influences the holder's feelings, perceptions, learning processes, and subsequent behaviors.
Term
buying center
Definition
the group of indivuals who make a purchase decision on behalf of business.
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