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29 Cards in this Set
- Front
- Back
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Promotion
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the function of informing,persuading, and influencing a purchase decision
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Integrated marketing communications (IMC)
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Coordination of all promotional activities—media advertising, direct mail, personal selling, sales promotion, and public relations—to produce a unified customer-focused message.
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Promotional mix
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Combination of personal and nonpersonal selling techniques designed to achieve promotional objectives
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Personal selling
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Interpersonal promotional process involving a seller’s face-to-face presentation to a prospective buyer.
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Nonpersonal selling
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Advertising, sales promotion, direct marketing, and public relations.
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Product placement
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Marketers pay placement fees to have their products showcased in various media, ranging from newspapers and magazines to television and movies
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Guerilla marketing
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Innovative, low-cost marketing efforts designed to get consumers’ attention in unusual ways.
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Advertising
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Paid nonpersonal communication delivered through various media and designed to inform, persuade, or remind members of a particular audience.
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Informative advertising
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Build initial demand for a product
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Persuasive advertising
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Improve the competitive status of a product
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Reminder-oriented advertising
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Maintain awareness of the importance and usefulness of a product.
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Sales promotion
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Nonpersonal marketing activities other than advertising, personal selling, and public relations that stimulate consumer purchasing and dealer effectiveness.
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Coupons
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attract new customers but focus on price rather than brand loyalty
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Rebates
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increase purchase rates, promote multiple purchases, and reward product users.
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Point-of-purchase (POP) advertising
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Displays or demonstrations that promote products when and where consumers buy them, such as in retail stores.
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Order Processing
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Identifying customer needs, pointing out merchandise to meet them, and processing the order.
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Creative Selling
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Promoting a good or service whose benefits are not readily apparent or whose purchase decision requires a close analysis of alternatives.
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Missionary Selling
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Representative promotes goodwill for a company or provides technical or operational assistance to the customer.
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Telemarketing
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Personal selling conducted by telephone; regulated by the Federal Trade Commission’s 1996 Telemarketing Sales Rule
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Public relations
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Public organization’s communications and relationships with its various audience
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Publicity
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Stimulation of demand for a good, service, place, idea, person, or organization by disseminating news or obtaining favorable unpaid media presentations.
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Pushing strategy
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Relies on personal selling to market an item to wholesalers and retailers in a company’s distribution channels.
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Pulling strategy
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Promote a product by generating consumer demand for it, primarily through advertising and sales promotion appeals.
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Puffery
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Exaggeration about the benefits or superiority of a product
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Deception
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Deliberately making promises that are untrue, such as guaranteed weight loss in five days, get-rich-quick schemes for would-be entrepreneurs, or promised return on investments
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Cost-based pricing
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Adding a percentage (markup) to the base cost of a product to cover overhead costs and generate profits.
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Breakeven analysis
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Pricing technique used to determine the minimum sales volume a product must generate at a certain price level to cover all costs.
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Everyday Low Pricing
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Maintaining continuous low prices rather than relying on short-term price-cutting tactics such as cents-off coupons, rebates, and special sales.
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Discount pricing
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Attracting customers by dropping prices for a set period of time.
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