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149 Cards in this Set
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the specific mix 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
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promotion mix / marketing communication mix
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any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor
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advertising
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short-term incentives to encourage purchase or sale of a product or service
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sales promotion
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building good relations with the companies various publics by obtaining favorable publicity, building up a good 'corporate image', and handling or heading off unfavorable rumors, stories and events
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public relations
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personal representation by the firm's sales force for the purpose of making sales and building customer relationships
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personal selling
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direct connections with carefully targeted individual consumers both to obtain an immediate response and to cultivate lasting customers
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direct marketing
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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
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integrated marketing communications (IMC)
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the stages that consumers normally pass through on their way to purchase, including awareness, knowledge, liking, preference, conviction and purchase
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buyer-readiness stages
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message appeals that relate to the audience's self-interest and show that the product will produce the claimed benefits; examples are appeals of product quality, economy, value or performance
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rational appeals
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message appeals that attempt to stir up negative or positive emotions that will motivate purchase; examples are fear, guilt, shame, love, humor, pride and joy appeals
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emotional appeals
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message appeals that are directed to the audience's sense of what is right and proper
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moral appeals
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channels through which two or more people communicate directly with each other, including face to face, person to audience, on the phone, through mail or e-mail or through an internet 'chat'
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personal communication channels
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personal communication about a product between target buyers and neighbors, friends, family members and associates
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word-of-mouth influence
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cultivating opinion leaders and getting them to spread information about a product or service to others in their communities
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buzz-marketing
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media that carry messages without personal contact or feedback, including media, atmospheres and events
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non-personal communication channels
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non-personal communications channels including print media (newspapers, magazines, direct mail), broadcast media (radio, television), and display media (billboards, signs, posters)
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media
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designed environment that create or reinforce the buyer's leaning towards consumption of a product
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atmospheres
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occurrence staged to communicate messages to target audiences; examples are news conferences and grand openings
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events
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the company, the brand name, the salesperson of the brand, or the actor in the ad who endorses the product
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message source
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setting the promotion budget at the level management thinks the company can afford
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affordable method
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setting the promotions budget at a certain percentage of current or forecasted sales or as a percentage of the unit sales price
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percentage-of-sales-method
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setting the promotion budget to match competitors outlays
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competive-parity-method
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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.
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objective-and-task method
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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 channel members to induce them to carry the product and to promote it to final consumers
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push strategy
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a promotion strategy that calls for spending a lot on advertising and consumer promotion to induce final consumers to buy the product. If the strategy is effective, consumers will the demand the product from channel members, who will in turn demand it from producers.
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pull strategy
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any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor
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advertising
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a specific communication task to be accomplished with a specific target audience during a specific period of time
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advertising objective
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advertising used to inform consumers about a new product or feature and to build primary demand
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informative advertising
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advertising used to build selective demand for a brand by persuading consumers that it offers the best quality for their money
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persuasive advertising
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advertising that compares one brand directly or indirectly to one or more other brands
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comparison advertising / knocking copy
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advertising used to maintain customer relationships and keep consumers thinking about a product
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reminder advertising
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the compelling 'big idea' that will bring the advertising message strategy to life in a distinctive and memorable way
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creative concept
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the approach, style, tone, words and format used for executing an advertising message
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execution style
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the vehicle through which advertising messages are delivered to their intended audiences
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advertising media
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the percentage of people in the target market exposed to an ad campaign during a given period
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reach
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the number of times the average person in the target market is exposed to an advertising message during a given period
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frequency
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the qualitative value of an exposure through a given medium
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media impact
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specific media within each general media type, such as specific magazines, television shows or radio programs
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media vehicles
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scheduling ads evenly within a given period
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continuity
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scheduling ads unevenly, in bursts, over a certain time period
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pulsing
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the net return on advertising investment divided by the costs of the advertising investment
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return on advertising investment
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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. Major PR functions include press relations, product publicity, public affairs, lobbying, investor relations and development
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public relations (PR)
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an individual representing a company to customers by performing one or more of the following activities: prospecting, communicating, selling, servicing, information gathering and relationship building
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salesperson
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the analysis, planning, implementation and control of sales force activities. It includes designing sales force strategy and structure and recruiting, selecting, training, supervising and evaluation the firm's salespeople
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sales force management
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a sales force organization that assigns each salesperson to an exclusive geographic territory in which that salesperson sells the company's full line
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territorial sales force structure
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a sales force organization under which salespeople specialize in selling only a portion of the company's products or lines
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product sales force structure
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a sales force organization under which salespeople specialize in selling only to certain customers or industries
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customer sales force structure
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an approach to setting sales force size, whereby the company groups accounts into different classes according to size, account status or other factors related to the effort required to maintain them, and then determines how many people are needed to call on them the desired number of times
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workload approach
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outside salespeople who travel to call on customers in the field
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outside sales force / field sales force
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salespeople who conduct business from their offices via telephone, the internet or visits from prospective customers
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inside sales force
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using the telephone to sell directly to consumers
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telemarketing
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using teams of people from sales, marketing, production, finance, technical support and even upper management to service large, complex accounts
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team selling
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standards set for salespeople, stating the amount they should sell and how sales should be divided among the company's products
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sales quotas
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the steps that the salesperson follows when selling, which include prospecting and qualifying, pre-approach, approach, presentation and demonstrations, handling objections, closing and follow-up
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selling process
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the step in the selling process in which the salesperson identifies qualifies potential customers
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prospecting
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the step in the selling process in which the salesperson learns as much as possible about a prospective customer before making a sales call
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pre-approach
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the step in the selling process in which the salesperson meets and greets the buyer to get the relationship off to a good start
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approach
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the step in the selling process in which the salesperson tells the product 'story' to the buyer, highlighting customer benefits
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presentation
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the step in the selling process in which the salesperson seeks out, clarifies and overcomes customer objective to buying
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handling objections
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the step in the selling process in which the salesperson asks the customer for an order
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closing
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the last step in the selling process, in which the salesperson follows up after the sale to ensure customer satisfactions and repeat business
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follow-up
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the process of creating, maintaining and enhancing strong, value-laden relationships with customers and other stakeholders
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relationship marketing
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short-term incentives to encourage purchase or sales of a product or service
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sales promotion
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sales promotion designed to stimulate consumer purchasing, including samples, coupons, rebates, prices-off, premiums, patronage rewards, displays, and contests and sweepstakes
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consumer promotion
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sales promotion designed to gain reseller support and to improve reseller selling efforts, including discounts, allowances, free goods, cooperative advertising, push money, and conventions and trade shows
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trade / retailer promotion
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sales promotion designed to generate business leads, stimulate purchases reward business customers and motivate the salesforce
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business promotion
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sales promotion designed to motivate the sales force and make sales force selling more effective, including bonuses, contests and sales rallies
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sales force promotion
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sales promotions that promote the product's positioning and include a selling message along with the deal
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consumer relationship-building promotions
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offers to consumers of a trial amount of a product
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samples
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certificates that give buyers a saving when they purchase a product
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coupons
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offers to refund part of the purchase price of a product to consumers who send a 'proof of purchase' to the manufacturer
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cash refund offers (rebates)
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reduced prices that are marked by the producer directly on the label or package
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price packs
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goods offered either free or at low cost as an incentive to buy a product
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premiums
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useful articles imprinted with an advertiser's name, given as gifts to consumers
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advertising specialities
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cash or other awards for the regular use of a certain company's products of services
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patronage rewards
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displays and demonstrations that take place at the point of purchase or sale
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point-of-purchase (POP) promotions
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promotions that offer customers the chance to win something- cash, goods or trips- by luck or extra effort
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competitions, sweepstakes, lotteries and games
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a straight reduction in price on purchases during a stated period of time
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discount
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(1) Reduction in price on damaged goods. (2) Promotional money paid by manufacturers to retailers in return for an agreement to feature the manufacturer's product in some way
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allowance
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direct communications with carefully targeted individual customers to both obtain an immediate response and cultivate lasting customer ralationships
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direct marketing
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an organized collection of comprehensive date about individual customers or prospects, including geographic, demographic, psychographic and buying behavior date
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customer database
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direct marketing through mailings that include letters, cataloges, ads, CDs, DVDs, samples, foldouts and other 'sales people on wings' sent to prospects on mailing lists
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direct-mail marketing
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unsolicited, unwanted, commercial e-mail messages
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'spam'
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direct marketing through print, video or electronic catalogs that are mailed to selected customers, made available in stores or presented online
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catalog marketing
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using the telephone to sell directly to consumers
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telemarketing
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the marketing of products or services via television commercial and programs which involve a responsive element, typically the use of a freephone number that allows consumers to phone for more information or to place an order for the goods advertised
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direct response television (DRTV) marketing
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an audio file downloaded form the internet to an apple iPod or other handheld device
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podcast
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a video file downloaded from the internet to an Apple iPod or other handheld device
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vodcast
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company efforts to market products and services and build customer relationships over the internet
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online marketing
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a vast public web of computer networks connecting users of all types all around the world to each other and to a large 'information repository'
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internet
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the online selling of goods and services to final consumers
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business-to-consumer (B2C) online marketing
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using B2B websites, e-mail, online product catalogues, online trading networks, barter sites and other online resources to reach new business customers, serve current customers more effectively and obtain buying efficiencies and better prices
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business-to-business (B2B) online marketing
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huge online marketplaces in which B2B buyers and sellers find each other online, share information and complete transactions efficiently
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online trading networks
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online exchanges of good and information between final consumers
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consumer-to-consumer (C2C) online marketing
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online exchanges in which consumers search out sellers, learn about their offers and initiate purchases, sometimes even driving transaction terms
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consumer-to-business (C2B) online marketing
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the so-called dot-coms which operate only online without any bricks-and-mortar market presence
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click-only companies
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traditional bricks-and-mortar companies that have added online marketing to their operations
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clicks-and-mortar companies
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a website which carries information about the company and other features designed to answer customer questions, build customer relationships and generate excitement about the company. It aims to build goodwill rather than to sell the company's products directly. The site handles interactive communication initiated by the consumer
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corporate website
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a website that engages and interacts with consumers that will move them closer to a direct purchase or other marketing outcome. The site handles interactive communication initiated by the company
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marketing website
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the internet version of word-of-mouth marketing- e-mail messages or other marketing events that are so infectious that customers will want to pass them along to friends
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viral marketing
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websites upon which members can congregate online and exchange views on issues of common interest
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web communities
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direct marketing campaigns that use multiple vehicles and multiple stages to improve response rates and profits
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integrated direct marketing
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an industry in which the strategic positions of competitors in given geographic or national markets are affected by their overall global positions
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global industry
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a firm that, by operating in more than one country, gains R&D, production, marketing and financial advantages that are not available to purely domestic competitors
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global firms
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marketing that is concerned with integrating or standardizing marketing actions across different geographic markets
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global marketing
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the so-called dot-coms which operate only online without any bricks-and-mortar market presence
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click-only companies
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traditional bricks-and-mortar companies that have added online marketing to their operations
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clicks-and-mortar companies
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a website which carries information about the company and other features designed to answer customer questions, build customer relationships and generate excitement about the company. It aims to build goodwill rather than to sell the company's products directly. The site handles interactive communication initiated by the consumer
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corporate website
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a website that engages and interacts with consumers that will move them closer to a direct purchase or other marketing outcome. The site handles interactive communication initiated by the company
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marketing website
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the internet version of word-of-mouth marketing- e-mail messages or other marketing events that are so infectious that customers will want to pass them along to friends
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viral marketing
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websites upon which members can congregate online and exchange views on issues of common interest
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web communities
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direct marketing campaigns that use multiple vehicles and multiple stages to improve response rates and profits
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integrated direct marketing
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an industry in which the strategic positions of competitors in given geographic or national markets are affected by their overall global positions
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global industry
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a firm that, by operating in more than one country, gains R&D, production, marketing and financial advantages that are not available to purely domestic competitors
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global firms
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marketing that is concerned with integrating or standardizing marketing actions across different geographic markets
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global marketing
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a tax levied by a government against certain imported products, designed to raise revenue or to protect domestic firms
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tariff
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a limit on the amount of goods that an importing country will accept in certain product categories; it is designed to conserve on foreign exchange and to protect local industry and employment
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quota
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a ban on the import of a certain product
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embargo
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government limits on the amount of its country's foreign exchange with other countries and on its exchange rate against other currencies
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exchange controls
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non-monetary barriers to foreign products, such as biases against a foreign company's bids or product standards that go against a foreign company's product features
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non-tariff trade barriers
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groups of nations organized to secure common goals in the regulation of international trade
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free-trade zones / economic communities
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international trade involving the direct or indirect exchange of goods for other goods instead of cash. Forms include barter compensation (buyback) and counterpurchase
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countertrade
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the set of basic values, perceptions, wants and behaviors learned by a member of society from family and other important institutions
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culture
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entering a foreign market by selling goods produced in the company's home country, often with little modifications
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exporting
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entering foreign markets by joining with foreign companies to produce or market a product or service
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joint venturing
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a method of entering a foreign market in which the company enters into an agreement with a licensee in the foreign market, offering the right to use a manufacturing process, trademark, patent, trade secret or other item of value for a fee or royalty
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licensing
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a joint venture in which a company contracts with manufacturers in a foreign market to produce the product or provide its service
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contract manufacturing
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a joint venture in which the domestic firm supplies the management know-how to a foreign company that supplies the capital; the domestic firm exports management services rather than products
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management contracting
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a joint venture in which a company joins investors in a foreign market to create a local business in which the company shares joint ownership and control
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joint ownership
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entering a foreign market by developing foreign-based assembly or production facilities
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direct investment
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an international marketing strategy for using basically the same product, advertising, distribution channels and other elements of the marketing mix in all the company's international markets
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standardized marketing mix
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an international marketing strategy for adjusting the marketing-mix elements to each international target market, bearing more costs but hoping for a larger market share and return
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adapted marketing mix
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marketing a product in a foreign market without any change
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straight product extension
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adapting a product to meet local conditions or wants in foreign markets
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product adaptation
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creating new products or services for foreign markets
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product invention
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a method of entering a foreign market in which the company enters into an agreement with a licensee in the foreign market, offering the right to use a manufacturing process, trademark, patent, trade secret or other item of value for a fee or royalty
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licensing
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a joint venture in which a company contracts with manufacturers in a foreign market to produce the product or provide its service
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contract manufacturing
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a joint venture in which the domestic firm supplies the management know-how to a foreign company that supplies the capital; the domestic firm exports management services rather than products
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management contracting
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a joint venture in which a company joins investors in a foreign market to create a local business in which the company shares joint ownership and control
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joint ownership
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entering a foreign market by developing foreign-based assembly or production facilities
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direct investment
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an international marketing strategy for using basically the same product, advertising, distribution channels and other elements of the marketing mix in all the company's international markets
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standardized marketing mix
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an international marketing strategy for adjusting the marketing-mix elements to each international target market, bearing more costs but hoping for a larger market share and return
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adapted marketing mix
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marketing a product in a foreign market without any change
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straight product extension
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adapting a product to meet local conditions or wants in foreign markets
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product adaptation
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creating new products or services for foreign markets
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product invention
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a global communication strategy of fully adapting advertising messages to local markets
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communication adaptation
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a form of international marketing organization that comprises a sales manager and a few assistants whose job is to organize the shipping out of the company's goods to foreign markets
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export department
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a form of international marketing organization in which the division handles all of the firm's international activities. Marketing, manufacturing, research, planning and specialist staff are organized into operating units according to geography or product groups, or as an international subsidiary responsible for its own sales and profitability
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international division
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a form of international organization whereby top corporate management and staff plan worldwide manufacturing or operational facilities, marketing policies, financial flows and logistical systems. The global operating unit reports directly to the chief executive, not to an international divisional head
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global organization
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