Marketing, 2Nd Canadian Edition Chapter 15

Front 1

deal

Back 1

A type of sort term price reduction

Front 2

premium

Back 2

An item offered for free or at a bargain price to reward some type of behavior such as buying/testing/sampling

Front 3

contest

Back 3

brand sponsored competition requiring skill and effort

Front 4

sweepstakes

Back 4

sales promotion that offers prizes based on drawing entrants names

Front 5

sampling

Back 5

offering potential customers to try a product before decision making

Front 6

loyalty program

Back 6

retain customers by offering premiums or incentives to frequent buyers

Front 7

POP

Back 7

Point of purchase - product displayed at point of purchase

Hint 7

ex. candy at cashier lines

Front 8

product placement

Back 8

product placed in nontraditional situations like in movies

Front 9

What does AIDA stand for?

Back 9

attention interest desire action

Front 10

awareness

Back 10

gaining attention of consumers

Front 11

aided recall

Back 11

customer recognizes brand name when presented to them

Front 12

top-of-mind awareness

Back 12

first thing people remember/think about

Front 13

lagged effect

Back 13

delayed response to marketing communication campaign (takes many exposures to remember)

Front 14

informative advertising

Back 14

create and build brand awareness with the goal of customer to buy

Front 15

persuasive advertising

Back 15

motivates consumers to take action

Front 16

reminder advertising

Back 16

remind/prompt consumers of rebuying

Front 17

product-focused marketing

Back 17

inform/persuade/remind customers of a specific product/service

Front 18

institutional advertising

Back 18

inform/persuade/remind issues relates to politics/corporation/industry

Front 19

PSA

Back 19

social marketing of important issues

Front 20

social marketing

Back 20

marketing social issues to change attitudes and behavior of general public

Front 21

puffery

Back 21

legal exaggeration of praise

Front 22

stealth marketing

Back 22

delivers sales message to attract consumers without them knowing

Front 23

viral marketing

Back 23

encourages people to pass along a marketing message to other potential customers

Front 24

pop-up stores

Back 24

booths with limited products allowing interaction with customers

Front 25

cross-promoting

Back 25

2+ firms joining together to reach a specific target market

Front 26

personal selling

Back 26

two way flow of communication of buyer and seller designed to influence buyer decision

Front 27

relationship selling

Back 27

emphasize commitment & maintaining relationship over long-term investing opportunities mutually beneficial to all parties

Front 28

leads

Back 28

list of potential customers

Front 29

quality

Back 29

process of assessing potential sales leads

Front 30

trade shows

Back 30

events buyers choose to be exposed to products and services offered by potential suppliers in an industry

Front 31

cold calls

Back 31

prospecting in which salespeople call/book appointment with potential customers

Front 32

telemarketing

Back 32

telephoning potential customers

Front 33

preapproach

Back 33

salesperson conducts extra research and develops plans for meeting with customers

Front 34

closing the sales

Back 34

obtaining commitment from customer to make a purchase

Front 35

sales management

Back 35

planning/directing/control of personal selling activities which includes training/motivating/compensating/evaluating as they apply to the sales force

Front 36

independent agents/manufacturer rep

Back 36

salespeople selling extended contract of another product but are not employed by them