Reading...
Play button
Play button
Use LEFT and RIGHT arrow keys to navigate between flashcards;
Use UP and DOWN arrow keys to flip the card;
H to show hint;
A reads text to speech;
15 Cards in this Set
- Front
- Back
|
Basic elements of the promotionall mix
|
Advertising
Direct Marketing Interactive/ Internet marketing Sales Promotion Publicity/ public relations Personal selling |
|
|
Consumer advertising
|
directed toward us: National advertising, retail/ local advertising
primary vs. selective demand advertising |
|
|
Primary demand
|
demand for the entire product class (got milk?)
|
|
|
selective demand
|
demand for a specific demand
|
|
|
Organization advertising
|
business to business advertising (dells in SLC)
Professional advertising Trade advertising-directed toward entities w/in the channel (grocery stores) |
|
|
Direct marketing
|
one on one correspondance
Internet sales, direct mail, telemarketing, direct response advertising, catalogs, shopping channels |
|
|
COnsumer oriented sales promotion tools
|
for end users, coupons, samples, premiums, contests/sweepstakes, refunds/rebates (do not cost company as much as coupons), bonus packs
|
|
|
Trade oriented sales promotion tools
|
for resellers, pop displays, training programs ( certain stores push certain products), trade shows, coop advertising (share in advertising expense with manufactuer).
|
|
|
Publicity vehicles
|
feature articles
interviews special events press conferneces new releases |
|
|
The target Marketing process
|
Identify markets with unfulfilled needs
determine market segementation selecting market to target positioning through marketing strategies |
|
|
Bases for segmentaion
Customer characteristics |
Psychographic
demographic socioeconomic geographic |
|
|
Buying situation
|
Behavior
outlets usage benefits |
|
|
Independent channel intermediaries
|
brokers
distributors wholesalers retailers |
|
|
Pros uof centeralization
|
better communictaion
fewere personnel continuity of staff |
|
|
cons
|
less goal involvement
longer reponse time can't do mulitiple projects |
