Basic Marketing Ch. 14 Key Terms

Front 1

Promotion

Back 1

communicating information between the seller and potential buyer or others in the channel to influence attitudes and behaviors

Front 2

personal selling

Back 2

involves direct spoken communication between sellers and potential customers

Front 3

Mass selling

Back 3

communicating with large numbers of potential customers at the same time

Front 4

Advertising

Back 4

any paid form of nonpersonal presentation of ideas, goods, and services by an identified sponsor

Front 5

Publicity

Back 5

any unpaid form of nonpersonal presentation of ideas, good, or services.

Front 6

sales promotion

Back 6

promotion activities- other than advertising, publicity, and personal selling- that stimulate interest, trial, or purchase by final customers or others in the channel

Front 7

sales managers

Back 7

concerned with managing personal selling

Front 8

advertising managers

Back 8

manage their company's mass selling effort- in TV, newspapers, magazines, and other media

Front 9

public relations

Back 9

communication with noncustomers, including labor, public interest groups, stockholders, and the government

Front 10

sales promotion managers

Back 10

manage their company's sales promotion effort

Front 11

integrated marketing communications

Back 11

the intentional coordination of every communication from a firm to a target customer to convey a consistent and complete message

Front 12

AIDA Model

Back 12

consists of four promotion jobs
Get attention
Hold interest
Arouse Desire
Obtain Action

Front 13

Communication process

Back 13

a source trying to reach a receiver with a message

Front 14

source

Back 14

the sender of a message

Front 15

receiver

Back 15

a potential customer

Front 16

noise

Back 16

any distraction that reduces the effectiveness of the communication process

Front 17

Encoding

Back 17

the source deciding what it wants to say and translating it into words or symbols that will have the same meaning to the receiver

Front 18

Decoding

Back 18

the receiver translating the message

Front 19

message channel

Back 19

the carrier of the message

Front 20

pushing
(a product through a channel)

Back 20

using normal promotion effort- personal selling, advertising, and sales promotion- to help sell the whole marketing mix to possible channel members

Front 21

pulling

Back 21

getting customers to ask intermediaries for the product

Front 22

adoption curve

Back 22

shows when different groups accept ideas

Front 23

innovators

Back 23

the first to adopt

Front 24

early adopters

Back 24

well respected by their peers and often are opinion leaders. Tend to be younger, more mobile, and creative

Front 25

early majority

Back 25

avoid risk and wait to consider a new idea after many early adopters have tried it - and liked it

Front 26

late majority

Back 26

cautious about new ideas.

Front 27

Laggards or nonadopters

Back 27

prefer to do things the way they've been done in the past and are very suspicious of new ideas

Front 28

primary demand

Back 28

demand for the general product idea

Front 29

selective demand

Back 29

demand for a company's own brand

Front 30

task method

Back 30

basing the budget on the job to be done