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11 Cards in this Set

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Push Strategy
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.
Pull Strategy
Promotional Strategy in which heavy advertising and sales promotion efforts are directed towards consumers so that they'll request the products from retailers.
Interactive Marketing Program
A system in which consumers can access company information on their own and supply information about themselves in an ongoing dialogue.
Sales Promotion
The promotional tool that stimulates consumer purchasing and dealer interest by means of short-term activities.
Public Relations (PR)
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.
Consultative Salesperson
A salesperson who begins by analyzing customer needs and then comes up with solutions to those needs.
Trial Close
A step in the selling process that consists of a question or statement that moves the selling process toward the actual close.
Qualifying
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.
Interactive Promotion
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.
Promotion Mix
Combination of Promotional Tools an Organization Uses
Integrated Marketing Communication (IMC)
A Technique that combines all the promotional tools into one comprehensive and unified promotional strategy.