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11 Cards in this Set
- Front
- Back
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Push Strategy
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Promotional Strategy in which the producer uses advertising, personal selling, sales promotion, and all other promotional tools to convince wholesalers and retailers to stock and sell merchandise.
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Pull Strategy
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Promotional Strategy in which heavy advertising and sales promotion efforts are directed towards consumers so that they'll request the products from retailers.
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Interactive Marketing Program
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A system in which consumers can access company information on their own and supply information about themselves in an ongoing dialogue.
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Sales Promotion
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The promotional tool that stimulates consumer purchasing and dealer interest by means of short-term activities.
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Public Relations (PR)
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The management function that evaluates public attitudes, changes policies and procedures in response to the public's request, and executes a program of action and information to earn public understanding and acceptance.
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Consultative Salesperson
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A salesperson who begins by analyzing customer needs and then comes up with solutions to those needs.
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Trial Close
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A step in the selling process that consists of a question or statement that moves the selling process toward the actual close.
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Qualifying
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In the selling process, making sure that people have a need for the product, the authority to buy, and the willingness to listen to a sales message.
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Interactive Promotion
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Promotion process that allows marketers to go beyond a monologue, where sellers try to persuade buyers to buy things, to a dialogue in which buyers and sellers work together to create mutually beneficial exchange relationships.
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Promotion Mix
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Combination of Promotional Tools an Organization Uses
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Integrated Marketing Communication (IMC)
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A Technique that combines all the promotional tools into one comprehensive and unified promotional strategy.
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