Professional Practice Quiz 2

Front 1

marketing

Back 1

includes all the activities of moving goods and services from producers to consumers

Front 2

marketing mix

Back 2

operational elements that the design firm can control in the process of marketing and selling goods and services

Front 3

four "p"s of marketing

Back 3

product, place, promotion, price. Create a firm's marketing mix

Front 4

product

Back 4

professional design services

Front 5

price

Back 5

any kind of payment from a buyer to a seller including money, goods, services, or real property

Front 6

promotion

Back 6

providing information about services or products from the seller to the buyer; includes publicity, publishing, advertising, and direct selling

Front 7

place

Back 7

location. Getting the product to places where potential customers exist

Front 8

branding

Back 8

the combination of images and encounters the customer perceives, accepts, and experiences with a product. It is not just a logo on a business card.

Front 9

target marketing

Back 9

a marketing method that helps a design firm identify one or more groups of potential customers who are most likely to utilize the services of the firm

Front 10

market segment

Back 10

a group of customers that have a common characteristic

Front 11

demographics

Back 11

characteristics such as age, gender, occupation, level of income, stage in family life cycle, religion, and race

Front 12

psychographics

Back 12

these concepts define a person's lifestyle interests and attitudes, such as hobbies, sports interests, personality traits, and abilities

Front 13

niche

Back 13

a very specific or unique focus concerning services or products provided by a firm. Also called market segmentation

Front 14

market analysis

Back 14

involves gathering and analyzing data concerning such things as the abilities and interests of the staff, potential clients, the economy, and the competition in order that the owner and managers can make better plans and decisions about the direction of the firm's business efforts

Front 15

SWOT analysis

Back 15

a planning analysis technique used by firms to develop many kinds of plans. SWOT stands for strengths, weaknesses, opportunities, and threats.

Front 16

marketing plan

Back 16

create goals that set down what the firm wishes to accomplish

Front 17

public relations (PR)

Back 17

all the efforts of a firm that go into creating an image of the firm in order to positively affect the public's opinion of the firm

Front 18

publicity

Back 18

a direct form of promotion that is not paid for

Front 19

promotional tools

Back 19

mechanisms and devices that are used by the interior design firm to create awareness and are created for relatively nonspecific general audiences

Front 20

graphic image

Back 20

the package of materials that the interior design firm uses to identify itself. This includes the company logo, business cards, letterhead, and other stationery, business forms, and drawing paper identification

Front 21

logo (or mark)

Back 21

a symbolic image of a company or organization

Front 22

photo portfolio

Back 22

a collection of photographs, slides, or other photographic media that represents projects fir which the designer was responsible; used as a promotional tool

Front 23

JPEG format

Back 23

in digital photography, a method of compressing the image. It creates a usable but not suitable for publication version of a photograph. Stands for Joint Photographic Experts Group

Front 24

TIFF format

Back 24

method of reproducing digital photos that produces a high-quality image. It is more suitable for publication as well. Stands for Tagged Image File Format

Front 25

press release

Back 25

information provided by the design firm or its representatives that might be of interest to the news media

Front 26

brochure

Back 26

provides information to interest clients, grab their attention, and allow the design firm to showcase its design style and expertise

Front 27

collateral materials

Back 27

marketing publications such as brochures, flyers, calendars, and inserts that can be used as sale materials

Front 28

referral

Back 28

occurs when a client (or other party) tells another person who may be looking for interior design services about a particular design firm

Front 29

testimonial

Back 29

statement that the client has made in a letter that he or she sends or gives verbally to the designer concerning his or her satisfaction with the design firm's work

Front 30

networking

Back 30

cultivating mutually beneficial relationships for the purpose of marketing oneself or one's design firm

Front 31

advertising

Back 31

any kind of paid communication in media, such as newspapers, magazines, television, or radio

Front 32

project submissions

Back 32

publicity by way of feature in trade or shelter magazines

Front 33

newsletter

Back 33

informs clients about projects or otherwise provide information that clients might find valuable

Front 34

case study

Back 34

a marketing tool that tells what the design program was for a particular client and discusses some unique features of the project

Front 35

direct mail

Back 35

means many things from mailing letters to sending out brochures or newsletters

Front 36

premium

Back 36

a product that has a logo, slogan, or other words printed in an object, such as a T shirt or a coffee mug

Front 37

proposal

Back 37

an overview or other response to a request for proposal from a client. It is not necessarily a contract. Some designers use the term proposal to mean a contract, however.

Front 38

request for qualifications (RFQ)

Back 38

a document used by clients to obtain information on the staff and general qualifications if a design firm prior to a request for proposal mailing. It is also called a letter of interest (LOI)

Front 39

request for proposal (RFP)

Back 39

a document used by clients to obtain specific information about a large number of design firms that may be interested in providing design services for a project

Front 40

letter of interest (LOI)

Back 40

a client sometimes requests letters and supplemental information on the qualifications of prospective design firms prior to the client submitting a request for proposal. Also see RFQ

Front 41

short list

Back 41

a small number of interior designers or design firms that are selected from a larger group and that have been selected by a client for a presentation in order to negotiate a contract for design services

Front 42

hot-button issue

Back 42

an issue that has critical importance to the client