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149 Cards in this Set

  • Front
  • Back
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
promotion mix / marketing communication mix
any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor
advertising
short-term incentives to encourage purchase or sale of a product or service
sales promotion
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
public relations
personal representation by the firm's sales force for the purpose of making sales and building customer relationships
personal selling
direct connections with carefully targeted individual consumers both to obtain an immediate response and to cultivate lasting customers
direct marketing
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
integrated marketing communications (IMC)
the stages that consumers normally pass through on their way to purchase, including awareness, knowledge, liking, preference, conviction and purchase
buyer-readiness stages
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
rational appeals
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
emotional appeals
message appeals that are directed to the audience's sense of what is right and proper
moral appeals
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'
personal communication channels
personal communication about a product between target buyers and neighbors, friends, family members and associates
word-of-mouth influence
cultivating opinion leaders and getting them to spread information about a product or service to others in their communities
buzz-marketing
media that carry messages without personal contact or feedback, including media, atmospheres and events
non-personal communication channels
non-personal communications channels including print media (newspapers, magazines, direct mail), broadcast media (radio, television), and display media (billboards, signs, posters)
media
designed environment that create or reinforce the buyer's leaning towards consumption of a product
atmospheres
occurrence staged to communicate messages to target audiences; examples are news conferences and grand openings
events
the company, the brand name, the salesperson of the brand, or the actor in the ad who endorses the product
message source
setting the promotion budget at the level management thinks the company can afford
affordable method
setting the promotions budget at a certain percentage of current or forecasted sales or as a percentage of the unit sales price
percentage-of-sales-method
setting the promotion budget to match competitors outlays
competive-parity-method
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.
objective-and-task method
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
push strategy
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.
pull strategy
any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor
advertising
a specific communication task to be accomplished with a specific target audience during a specific period of time
advertising objective
advertising used to inform consumers about a new product or feature and to build primary demand
informative advertising
advertising used to build selective demand for a brand by persuading consumers that it offers the best quality for their money
persuasive advertising
advertising that compares one brand directly or indirectly to one or more other brands
comparison advertising / knocking copy
advertising used to maintain customer relationships and keep consumers thinking about a product
reminder advertising
the compelling 'big idea' that will bring the advertising message strategy to life in a distinctive and memorable way
creative concept
the approach, style, tone, words and format used for executing an advertising message
execution style
the vehicle through which advertising messages are delivered to their intended audiences
advertising media
the percentage of people in the target market exposed to an ad campaign during a given period
reach
the number of times the average person in the target market is exposed to an advertising message during a given period
frequency
the qualitative value of an exposure through a given medium
media impact
specific media within each general media type, such as specific magazines, television shows or radio programs
media vehicles
scheduling ads evenly within a given period
continuity
scheduling ads unevenly, in bursts, over a certain time period
pulsing
the net return on advertising investment divided by the costs of the advertising investment
return on advertising investment
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
public relations (PR)
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
salesperson
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
sales force management
a sales force organization that assigns each salesperson to an exclusive geographic territory in which that salesperson sells the company's full line
territorial sales force structure
a sales force organization under which salespeople specialize in selling only a portion of the company's products or lines
product sales force structure
a sales force organization under which salespeople specialize in selling only to certain customers or industries
customer sales force structure
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
workload approach
outside salespeople who travel to call on customers in the field
outside sales force / field sales force
salespeople who conduct business from their offices via telephone, the internet or visits from prospective customers
inside sales force
using the telephone to sell directly to consumers
telemarketing
using teams of people from sales, marketing, production, finance, technical support and even upper management to service large, complex accounts
team selling
standards set for salespeople, stating the amount they should sell and how sales should be divided among the company's products
sales quotas
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
selling process
the step in the selling process in which the salesperson identifies qualifies potential customers
prospecting
the step in the selling process in which the salesperson learns as much as possible about a prospective customer before making a sales call
pre-approach
the step in the selling process in which the salesperson meets and greets the buyer to get the relationship off to a good start
approach
the step in the selling process in which the salesperson tells the product 'story' to the buyer, highlighting customer benefits
presentation
the step in the selling process in which the salesperson seeks out, clarifies and overcomes customer objective to buying
handling objections
the step in the selling process in which the salesperson asks the customer for an order
closing
the last step in the selling process, in which the salesperson follows up after the sale to ensure customer satisfactions and repeat business
follow-up
the process of creating, maintaining and enhancing strong, value-laden relationships with customers and other stakeholders
relationship marketing
short-term incentives to encourage purchase or sales of a product or service
sales promotion
sales promotion designed to stimulate consumer purchasing, including samples, coupons, rebates, prices-off, premiums, patronage rewards, displays, and contests and sweepstakes
consumer promotion
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
trade / retailer promotion
sales promotion designed to generate business leads, stimulate purchases reward business customers and motivate the salesforce
business promotion
sales promotion designed to motivate the sales force and make sales force selling more effective, including bonuses, contests and sales rallies
sales force promotion
sales promotions that promote the product's positioning and include a selling message along with the deal
consumer relationship-building promotions
offers to consumers of a trial amount of a product
samples
certificates that give buyers a saving when they purchase a product
coupons
offers to refund part of the purchase price of a product to consumers who send a 'proof of purchase' to the manufacturer
cash refund offers (rebates)
reduced prices that are marked by the producer directly on the label or package
price packs
goods offered either free or at low cost as an incentive to buy a product
premiums
useful articles imprinted with an advertiser's name, given as gifts to consumers
advertising specialities
cash or other awards for the regular use of a certain company's products of services
patronage rewards
displays and demonstrations that take place at the point of purchase or sale
point-of-purchase (POP) promotions
promotions that offer customers the chance to win something- cash, goods or trips- by luck or extra effort
competitions, sweepstakes, lotteries and games
a straight reduction in price on purchases during a stated period of time
discount
(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
allowance
direct communications with carefully targeted individual customers to both obtain an immediate response and cultivate lasting customer ralationships
direct marketing
an organized collection of comprehensive date about individual customers or prospects, including geographic, demographic, psychographic and buying behavior date
customer database
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
direct-mail marketing
unsolicited, unwanted, commercial e-mail messages
'spam'
direct marketing through print, video or electronic catalogs that are mailed to selected customers, made available in stores or presented online
catalog marketing
using the telephone to sell directly to consumers
telemarketing
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
direct response television (DRTV) marketing
an audio file downloaded form the internet to an apple iPod or other handheld device
podcast
a video file downloaded from the internet to an Apple iPod or other handheld device
vodcast
company efforts to market products and services and build customer relationships over the internet
online marketing
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'
internet
the online selling of goods and services to final consumers
business-to-consumer (B2C) online marketing
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
business-to-business (B2B) online marketing
huge online marketplaces in which B2B buyers and sellers find each other online, share information and complete transactions efficiently
online trading networks
online exchanges of good and information between final consumers
consumer-to-consumer (C2C) online marketing
online exchanges in which consumers search out sellers, learn about their offers and initiate purchases, sometimes even driving transaction terms
consumer-to-business (C2B) online marketing
the so-called dot-coms which operate only online without any bricks-and-mortar market presence
click-only companies
traditional bricks-and-mortar companies that have added online marketing to their operations
clicks-and-mortar companies
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
corporate website
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
marketing website
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
viral marketing
websites upon which members can congregate online and exchange views on issues of common interest
web communities
direct marketing campaigns that use multiple vehicles and multiple stages to improve response rates and profits
integrated direct marketing
an industry in which the strategic positions of competitors in given geographic or national markets are affected by their overall global positions
global industry
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
global firms
marketing that is concerned with integrating or standardizing marketing actions across different geographic markets
global marketing
the so-called dot-coms which operate only online without any bricks-and-mortar market presence
click-only companies
traditional bricks-and-mortar companies that have added online marketing to their operations
clicks-and-mortar companies
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
corporate website
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
marketing website
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
viral marketing
websites upon which members can congregate online and exchange views on issues of common interest
web communities
direct marketing campaigns that use multiple vehicles and multiple stages to improve response rates and profits
integrated direct marketing
an industry in which the strategic positions of competitors in given geographic or national markets are affected by their overall global positions
global industry
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
global firms
marketing that is concerned with integrating or standardizing marketing actions across different geographic markets
global marketing
a tax levied by a government against certain imported products, designed to raise revenue or to protect domestic firms
tariff
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
quota
a ban on the import of a certain product
embargo
government limits on the amount of its country's foreign exchange with other countries and on its exchange rate against other currencies
exchange controls
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
non-tariff trade barriers
groups of nations organized to secure common goals in the regulation of international trade
free-trade zones / economic communities
international trade involving the direct or indirect exchange of goods for other goods instead of cash. Forms include barter compensation (buyback) and counterpurchase
countertrade
the set of basic values, perceptions, wants and behaviors learned by a member of society from family and other important institutions
culture
entering a foreign market by selling goods produced in the company's home country, often with little modifications
exporting
entering foreign markets by joining with foreign companies to produce or market a product or service
joint venturing
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
licensing
a joint venture in which a company contracts with manufacturers in a foreign market to produce the product or provide its service
contract manufacturing
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
management contracting
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
joint ownership
entering a foreign market by developing foreign-based assembly or production facilities
direct investment
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
standardized marketing mix
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
adapted marketing mix
marketing a product in a foreign market without any change
straight product extension
adapting a product to meet local conditions or wants in foreign markets
product adaptation
creating new products or services for foreign markets
product invention
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
licensing
a joint venture in which a company contracts with manufacturers in a foreign market to produce the product or provide its service
contract manufacturing
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
management contracting
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
joint ownership
entering a foreign market by developing foreign-based assembly or production facilities
direct investment
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
standardized marketing mix
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
adapted marketing mix
marketing a product in a foreign market without any change
straight product extension
adapting a product to meet local conditions or wants in foreign markets
product adaptation
creating new products or services for foreign markets
product invention
a global communication strategy of fully adapting advertising messages to local markets
communication adaptation
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
export department
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
international division
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
global organization