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30 Cards in this Set

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______ is communicating information between the seller and potential buyer or others in the channel to influence attitudes and behavior.
Promotion
______is the part of the marketing mix that that lets customers know that the right Product is available at the right Place at the right Price.
Promotion
This involves the direct spoken communication between sellers and potential customers.
Personal Selling
______ is communicating with large numbers of potential customers at the same time. This is less flexible than personal selling.
Mass Selling
Any paid form of non personal presentation of ideas, goods, or services by an identified sponsor.
Advertising
You pay for advertising but _____ is free.
Promotion
Any unpaid form of nonpersonal presentatioin of ideas, goods, or services.
Publicity
This refers to promotion activities- other than advertising, publicity, and personal selling- that stimulate interest, trial, or purchase by final customers or others in the channel.
Sales Promotion
These people are conecerned with managing personal selling. These people are responsible for building good distribution channels and implementing Place policies.
Sales Manager
These people manage their company's mass-selling effort- in television, newspapers, magazines, and other media.
Advertising Managers
Communication with noncustomers, including labor, public interest groups, stockholders, and government.
Public Relations
These people manage their company's sales promotion effort.
Sales Promotion Managers
The international coordination of every communication from a firm to a target customer to convey a consistent and complete message.
Marketing Communications
The intentional coordination of every communication from a firm to a target customer to convey a consistent and complete message.
Integrated Marketing Communications (IMC)
The source deciding what it wants to say and translating it itno words or symbols that will have teh same meaning to the receiver.
Encoding
Any distraction that reduces the effectiveness of the communication process.
Noise
The receiver translating the message.
Decoding
The Carrier of the Message
The Message Channel
When a channel of distribution involves intermediaries, their cooperation can be crucial to the success of the overall marketing strategy.
Pushing
Getting customers to ask intermediaries for the product
Pulling
This shows when different groups accept ideas. It emphasizes the relations among groups and shows that individuals in some groups act as leaders in accepting a new idea.
Adoption Curve
These people are the first to adopt.
The innovator
These people are well respected by their peers and often are opinion leaders.
Early Adopters
These people ar well respected by their peers and are often opinion leaders. They tend to be younger, more mobile, and more creative than later adopters.
Early Adopters
The ______ avoid risk and wait to consider a new idea after many early adopters have tried it- and liked it.
Early Majority
These people are cautious about new ideas. Often they are older and more set in their ways.
Late Majority
These people prefer to do things the way they've been done in the past and are very suspicious of new ideas.
Laggards or Nonadopters
This is a demand for the general product idea- not just for the company's own brand,
Primary Demand
In this stagemore competitors enter the market, and promotion emphasis shifts from building primary demand to stimulating _______- demand for the company's own brand.
Selective Demand
Basing the budget on the job to be done. It helps you to set priorities so that the money you spend produces specific results.
Task Method