Marketing Ch. 15

Front 1

Marketing communication (promotion mix)

Back 1

The specific mix of advertising, personal selling, sales promotion, and public relations a company uses to pursue its advertising and marketing objectives.

Front 2

Advertising

Back 2

Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an indentified sponsor.

Front 3

Sales promotion

Back 3

Short-term incentives to encourage the purchase or sale of a product or service.

Front 4

Public relations

Back 4

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

Front 5

Personal selling

Back 5

Personal presentation by the firm's sales forces for the purpose of making sales and building customer relationships.

Front 6

Direct marketing

Back 6

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

Front 7

Integrated Markting Communications (IMC)

Back 7

The concept under which a company carefully integrates and coordinates its many communications channels to deliver a clear, consistent, and compelling message about the organization and its products.

Front 8

Buyer-readiness stages

Back 8

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

Front 9

Personal communication channels

Back 9

Channels through which two or more people communicate directly with each other, including face to face, person to audience, over the telephone, or through the mail.

Front 10

Word-of-mouth influence

Back 10

Personal communication about a product between target buyers and neighbors, friends, family members, and associates.

Front 11

Buzz marketing

Back 11

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

Front 12

Nonpersonal communication channels

Back 12

Media that carry messages without personal contract or feedback, including major media, atmospheres, and events.

Front 13

Affordable method

Back 13

Setting the promotion budget at the level management thinks the company can afford.

Front 14

Percentage-of-sales method

Back 14

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

Front 15

Competitive-parity method

Back 15

Setting the promotion budget to match competitors' outlays.

Front 16

Objective-and-task method

Back 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.

Front 17

Push strategy

Back 17

A promotion strategy that calls for using the sales force and trade promotion to push the product through channels. The producer promotes the product to wholesalers, the wholesalers promote to retailers, and the retailers promote to consumers.

Front 18

Pull strategy

Back 18

A promotion strategy that calls for spending a lot on advertising and consumer promotion to build up consumer demand. If the strategy is successful, consumers will ask their retailers for the product, the retailers will ask the wholesalers, and the wholesalers will ask the producers.