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19 Cards in this Set
- Front
- Back
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THE MARKETING COMMUNICATIONS MIX |
Also called the "Promotional Mix" |
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ADVERTISING |
Paid form of non-personal presentation and promotion by an indentified sponsor |
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SALES PROMOTIONS |
Short term incentives |
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PUBLIC RELATIONS |
Building good relations with the company's various public |
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PERSONAL SELLING |
Personal presentations by the firm's sales force |
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DIRECT MARKETING |
Direct connections with carefully targeted individual consumers |
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TRADITIONAL MEDIA |
New forms of media |
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INTEGRATED MARKETING COMMUNICATIONS |
Integrates and coordinates its many communications channels |
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PUSH STRATEGY |
Using the sales force and trade promotion to push the product through channels |
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PULL STRATEGY |
Spending a lot on advertising and consumer promotion |
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PROSPECTING |
Developing a database of potential customers |
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REFERRALS |
A customer's trust with a salesperson can influence their willingness to provide referrals |
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PREAPPROACH |
Find and analyze information about the prospect's needs, current products used, feelings about available brands and personal characteristics |
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APPROACH |
Salesperson contacts a potential customer |
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COLD CANVASS |
Approach potential customers without consent |
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REPEAT CONTACT |
Sales person mention the previous meeting |
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CLOSING |
Sales person asks the prospect to buy the product |
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TRIAL CLOSE |
Asking questions in assumption that the buyer will buy |
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FOLLOW UP |
Sales person must follow up the sale |
