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15 Cards in this Set
- Front
- Back
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Communication
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Transmitting, receiving, and processing information.
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Senders
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The person(s) attempting to deliver a message or idea.
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Encoding
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The verbal (words, sounds) and nonverbal (gestures, facial expressions, posture) cues that the sender utilizes in dispatching a message.
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Transmission devices
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All of the items that carry a message from the sender to the receiver.
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Decoding
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WHen the receiver employs any of his or her senses (hearing, seeing, feeling) in a attempt to capture a message.
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Receivers
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The intended audience for a message.
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Noise
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Anything that distorts or disrupts a message.
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Clutter
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Exists when consumers are exposed to hundreds of marketing messages per day, and most are tuned out.
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Feedback
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Information the sender obtains from the receiver regarding the receiver's perception or interpretation of a message.
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Integrated Marketing Communications (IMC)
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The coordination and integration of all marketing communication tools, avenues, and sources within a company into a seamless program that maximizes the impact on customers and other end users at a minimal cost. This affects all of a firm's business-to-business, marketing channel, customer-focused, and internally oriented communications.
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Marketing mix
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Consists of products, prices, places (the distribution system), and promotions.
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Brand parity
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Occurs when there is the perception that most products and services are essentially the same.
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Contact points
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The places where customers interact with or acquire additional information about a firm.
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Standardization
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When a firm standardizes its products and market offerings across countries with the goal of generating economies of scale in production while using the same promotional theme.
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Adaptation
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Occurs when products and marketing messages are designed for and adapted to individual countries.
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