M301 Chapter 14A Vocab

Front 1

the specific blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools that the company uses to persuasively communicate customer value and build customer relationships

Back 1

promotion mix (marketing communications mix)

Front 2

any paid form of nonperonal presentation and promotion of ideas, goods, or services by an identified sponsor

Back 2

advertising

Front 3

short-term inventives to encourage the purchase or sale of a product or service

Back 3

sales promotion

Front 4

building good relations with the companys various publics by obtaining favorable publicity, building up a good "corporate image," and handling or heading off unfavorable rumors, stories, and events

Back 4

public relations

Front 5

personal presentation by the firm's sales force for the purpose of making sales and building customer relationships

Back 5

peronal selling

Front 6

direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships

Back 6

direct marketing

Front 7

carefully integrating and coordinating the company's many communications channels to deliver a clear, consistent, and compelling message about the organization and its products

Back 7

integrated marketing communications (IMC)

Front 8

the stages consumers normally pass through on their way to purchase, including awareness, knowledge, liking, preference, conviction, and purchase

Back 8

buyer-readiness stages

Front 9

channels through which two or more people communicate directly with each other, including face to face, on the phone, through mail or e-mail, or even through an internet "chat"

Back 9

personal communication channels

Front 10

personal communication about a product between target buyers and neighbors, friends, faily members, and associates

Back 10

word-of-mouth influence

Front 11

cultivating opinion leaders and getting them to spread information about a product or service to others in their communities

Back 11

buzz marketing

Front 12

media hat carry messags without personal contact or feedback, including major media, atmospheres, and events

Back 12

nonpersonal communication channels

Front 13

setting the promotion budget at the level management thinks the company can afford

Back 13

affordable method

Front 14

setting the promotion budget at a certain percentage of current or forecasted sales or as a percentage of the unit sales price

Back 14

percentage-of-sales method

Front 15

setting the promotion budget to match competitors' outlays

Back 15

competitive-party method

Front 16

developing the promotion budget by (1) defining specific objectives; (2) determining the tasks that must be performed to achieve these objectives; and (3) estimating the costs of performing these tasks. The sum of these costs is the proposed promotion budget

Back 16

objective-and-task method

Front 17

the promotion strategy that calls for using the sales forve and trade promotion to push the product through channels. The product promotes the product to channel members to induce them to carry the product and to promote it to final consumers

Back 17

push strategy

Front 18

a promotion strategy that calls for spending a lot on advertising and consumer promotion to induce final consumers to buy the product. If the pull strategy is effective, consumers will then demand the product from channel members, who will in turn demand it from producers

Back 18

pull strategy