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74 Cards in this Set
- Front
- Back
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Retailing
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All activities involved in selling goods or services directly to final consumers for their personal, non-business use
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Wholesaling
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All activities involved in selling goods and services to those buying for resale or business use.
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Advertising
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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 strategy
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Creating ad message and selecting ad media
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Creating the Ad message
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Breaks through the clutter, gains attention and communicates well
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Madison and Vine
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Merging of advertising and enterainment to build more engaging message
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Creative concept
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"Big Idea" bringing the strategy message to life in a distinctive and memorable way
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Advertising media
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the vehicles through which advertising messages are delivered to their intended audience
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Execution style
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They approach, style, tone, words, and format used for executing an advertising message
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Public relations
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Creating and placing newsworthy information in the news media to attract attention to a person, product, or service
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Personal selling
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The personal presentation by the firms sales force for the purpose of making sales and building long term customer relationships
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Sales force management
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The analysis, planning, implementation, and control of sales force activities
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Sales force strategy and structure by territory
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Each salesperson is assigned to an exclusive geographic area and sells the company's full line of products or services to all customers in that territory
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Product sales force structure
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A sales force organization under which sales people specialize in selling only a portion of the company's products or lines
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Customer sales force structure
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Salespeople specialize in selling only to certain customers or industries
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Complex sales force structure
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Refers to a structure where a wide variety Of products is sold to many types of customers over a broad geographic area and combines several types of sales force structure
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Outside sales force
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Outside sales people who travel to call on customers in the field
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Inside sales force
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Inside salespeople who conduct business from their offices via telephone, the internet, or visits from perspective buyers
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Sales promotion
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Consists of short term incentives to encourage purchase or sales of a product or service
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Direct marketing
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Consists of connecting directly with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships.
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Customer Database
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An organized collection of comprehensive data about individual customers or prospects,, including geographic, demographic, psychographic, and behavioral data
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Virtual marketing
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Word-mouth marketing. Involves creating websites, video, email, cell phone message, advertisement, or other marketing event that is so infectious that customers will want to pass it along to their friends.
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Spam
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Unsolicited, unwanted commercial email messages
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Global firm
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A firm operating in more than one country
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Direct investment
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Entering a foreign market by developing foreign based assembly or manufacturing facilites
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Standardized global marketing
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An international market strategy for using basically the same marketing strategy and mix in all the company's international markets
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Adopted global marketing
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An international marketing strategy for adjusting the marketing strategy and mix elements to each international target market, bearing more costs but hoping for a larger market share and return
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Straight product extension
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marketing a product i a foreign market without any change
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Poduct adaptation
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Adapting a product to meet local conditions or wants in foreign markets
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Product invention
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Creating new products or services for foreign investments
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Informative advertising
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Communicating customer value. Building a brand and company image. Telling the market about a new product. Explaining how a product works
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Persuasive advertising
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Building brand preference. Encouraging switching to a brand. Changing customer's perception of product value. persuading customers to purchase now
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Reminder advertising
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Maintaining customer relationships. Reminding consumers that the product may be needed in the near future. Reminding customers where to buy the product. Keeping the brand in customer's mind during off seasons
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Advertising budget- Affordable method
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Setting the promotion budget at the level they think the company can afford
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percentage of sales method
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setting the promotion budget at a certain percentage of current or forcasted sales
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competitive parity method
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Setting the promotion budget to match the competitors outlays
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Objective and task method
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defining specific objectives, determining the tasks that must be performed to achieve these objectives, estimating the costs of performing these tasks
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Essential characteristics of ad appeals- meaningful
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pointing out the benefits that make the product more desirable or interesting to consumers
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Believable
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consumers must believe that the product or service will deliver the promised benefits
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Distinctive
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They should tell how the product is better than the competing brands
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Execution style- slice of life
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Show one or more typical people using the product in a normal setting.
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Lifestyle
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Shows how a product fits in with a particular lifestyle
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Fantasy
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Style creates a fantasy around the product or its use
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Mood or image
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Builds mood or image around the product or service such as beauty, love, intrigue, or serentity
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Musical
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Shows people or cartoon characters singing about the product
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Personality symbol
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creates a character that represents the product. the character might be animated
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Technical expertise
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shows the company's expertise in making the product
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Scientific evidence
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style presents a survey of scientific evidence that the brand is better or better liked than one or more other brands
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testimonial evidence
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features a highly believable or likeable source endorsing the product
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Reach
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A measure of the percentage of people in the target market who are exposed to the ad campaign during a given period of time
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Frequency
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A measure of how many times the average person in the target market is exposed to the message
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Impact
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The qualitative value of a message exposure through a given medium
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Narrowcasting
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to rifle in on special market segments
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Fixed compensation
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a salary, gives the sales person some stable income
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Variable
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Commissions or bonuses based on sales performance, rewards the sales person for greater effort and success
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Direct mail
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Whether traditional or digital may be resented as junk mail or spam if sent to people who have no interest in it.
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Catalog marketing
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DM through print, video, or digital catalogs that are mailed to select customers, made available in stores or presented online
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Telephone marketing
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Using the phone to sell directly to customers
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DRTV marketing
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Via tv, including direct response tv ads and home shopping channels
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Kiosks
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computer and digital technology machines
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Banners
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Banner shaped ads found on a website
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Search engine marketing
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Text based ads and links are for 10 or more advertisers appear alongside search engine results. Effective in linking consumers to other forms of online promotion
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Interstitials
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Ads that appear between screen changes
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Pop-ups
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ads that suddenly appear in a new window in front of the window being viewed
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Rich media
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Ads incorporated information, video, sound and interactivity
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Demographic characteristic
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Education, population size, and growth, population age consumption
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Socio-cultural
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Consumer lifestyles, beliefs, and values. Business norms and approaches. Cultural and Socio norms. languages
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Geographic
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Climate, country size, population, density-urban, rural. Transportation structure and market accessibility
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Political
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National priorities, political stability, government attitudes towards global trade, government bureaucracy, monetary, and trade regulations
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Economic
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GDP size and growth, income distribution, industrial infrastructure, natural resources, financial and human resources.
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Licensing
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A method of entering a foreign market in which the company enters into an agreement with a license in the foreign market
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Contract manufacturing
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A joint venture in which a company contracts with manufactures in a foreign market to produce the product or provide its service
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management contracting
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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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Joint ownership
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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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