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31 Cards in this Set
- Front
- Back
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the marketing function that evaluates public attitudes, identifies areas within the organization that public may be interested in, and executes a program of action to earn public understanding and acceptance
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public relation
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public information about a company, product, service, or issue appearing in the mass media as a news item
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publicity
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a public relations strategy that involves getting a product, service, or company name to appear in a movie, television show, radio program, magazine, newspaper, video game, video or audio clip, book, or commercial for another product; on the internet; or at special events
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product placement
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a public relations strategy in which a company spends money to support an issue, cause, or even that is consistent with corporate objectives, such as improving brand awareness or enhancing corporate image
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sponsorship
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a type of sponsorship involving the association of a for-profit company and a nonprofit organization; through the sponsorship, the company's product or service is promoted, and money is raised for the nonprofit
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cause-related marketing
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a coordinated effort to handle all the effects of unfavorable publicity or of another unexpected unfavorable event
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crisis management
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marketing activities- other than personal selling, advertising, and public relations - that stimulate consumer buying and dealer effectiveness
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sales promotion
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sales promotion activities targeting the ultimate consumer
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consumer sales promotion
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sales promotion activities targeting a channel member, such as a wholesaler or retailer
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trade sales promotion
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a certificate that entitles consumers to an immediate price reduction when they buy the product
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coupon
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a cash refund given for the purchase of a product during a specific period
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rebate
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an extra item offered to the consumer, usually in exchange for some proof of purchase of the promoted product
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premium
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a promotional program designed to build long-term, mutually beneficial relationships between a company and its key customers.
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loyalty marketing program
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a loyalty program in which loyal consumers are rewarded for making multiple purchases of a particular good or service
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frequent buyer program
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a promotional program that allows the consumer the opportunity to try a product or service for free
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sampling
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a promotional display set up at the retailer's location to build traffic, advertise the product, or induce impulse buying
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point-of-purchase display
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a price reduction offered by manufacturers to intermediaries, such as wholesalers and retailers
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trade allowance
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money offered to channel intermediaries to encourage them to push products - that is, to encourage other members of the channel to sell the products
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push money
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a purchase situation involving a personal, paid-for communication between two people in an attempt to influence each other
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personal selling
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a sales practice that involves building, maintaining, and enhancing interactions with customers in order to develop long-term satisfaction through mutually beneficial partnerships
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relationship selling (consultative selling)
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the set of steps a salesperson goes through in a particular organization to sell a particular product or service
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sales process (sales cycle)
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identification of those firms and people most likely to buy the seller's offerings
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lead generation (prospecting)
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a recommendation to a salesperson from a customer or business associate
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referral
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a process of finding out about potential clients from friends, business contacts, coworkers, acquaintances, and fellow members in professional and civic organizations
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networking
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determination of a sales prospect's 1-recognized need, 2 - buying power, and 3- receptivity and accessibility
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lead qualification
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a process that describes the "homework" that must be done by a sales person before he or she contacts a prospect
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preapproach
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a determination of the customer's specific needs and wants, and the range of options the customer has for satisfying them
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needs assessment
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a formal written document or professional presentation that outlines how the salesperson's product or service will meet or exceed the prospect's needs
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sales proposal
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a formal meeting in which the sales person presents a sales proposal to a prospective buyer
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sales presentation
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the process during which both the salesperson and the prospect offer special concessions in an attempt to arrive at a sales agreement
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negotiation
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the final step of the selling process, in which the salesperson ensures that delivery schedules are met, that the goods or services perform as promised, and that the buyers' employees are properly trained to use the products
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follow-up
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