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17 Cards in this Set
- Front
- Back
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advertising
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any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor
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personal selling
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a process of helping and persuading one or mroe prospects to purchase a good or service or to act on any idea thorugh the use of na oral presentaion
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sales promotion
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incentives designed to stimulate the purchase or sale of a product, usually in the short term.
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public relations
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nonpaid, nonpersonal stimulation of demand for a product, service, or business unit by planting significant news about it or a favorable presentation of it in the media.
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SMART
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specific, measurable, attainable, relevant
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percentage-of-sales
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consists of setting this year's budget as a percentage of this year's anticipated sales.
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competitive-parity
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sets the relative level of promotional spending euqal ot the firm's market share or larger if an attempt is being made to increase share.
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objective-and-task
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3 steps, define promotional objectives as specifically as possible; second, determine the strategies and specific tasks necessary to meet those objectives; and third, estimate the costs of performing those tasks and budget accordingly.
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reach
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the total number of individuals or households exposed to at least one ad during a given period
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frequency
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how often
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customer relationship manangement (CRM)
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technology-based customer-focused applications
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sales analysis
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managers monitor sales and/or gross margin for each salesperson.
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cost analysis
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monitor the costs of various selling activities such as travel and entertianment expenses.
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behavioral analysis
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to gain better understanding of the cause of slow sales or low gros through monitoring and evaluating the actual behavior of the salesperson as well as the outcomes of that behavior.
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sampling
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designed so that shopper who receive the samples use them right away
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contests and sweepstakes
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add interest to the sale of ordinary products.
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trade promotions
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used by manufactureres to stimulate resellers to improve their performance in a variety of ways, including contests and incentives for sales personnel, training a distributor's salesforce, and cooperative advertising and promotional allowances including instore promotions.
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