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15 Cards in this Set
- Front
- Back
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Personal selling |
Verbal presentation of a product to potential buyers in order to conclude a transaction |
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Advantages of personal selling |
Provides detailed explanation Sales message can be varied Can be directed to qualified prospects Controlled costs Effective sales and satisfaction |
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Personal selling is effective if ; |
Product has a high value Custom mafe Few customers Technically complex products Geographically concentrated |
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Direct marketing |
Using advertising media to communicate information about product to consumers, who respond by purchasing online or telephonically focused at immediate transactions |
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Consumer sales promotion |
Targeted at the ultimate consumer market |
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Toold for consumer sales promotion |
Coupons Premiums Loyalty programmes Competitions samples POP displays |
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Trade sales promotion |
Directed at wholesalers and retailers |
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Toots for trade sales promotion |
Trade allowances Push money Training Free merch In store demos Trade promotion |
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Marketing communication |
Process of informing, persuading and reminding the consumer about a product |
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Elements of marketing communication |
Advertising Personal selling Direct marketing sales promotion Publicity Public relations |
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Advertising |
Marketing communication related to a needs satisfying product directed at the target market |
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What advertising influences |
Market share Consumer behaviour Brand loyalty Perceptions of attributes |
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Advertising appeals |
Profit Health Love and romance Fear Admiration Convenience Fun and pleasure Vanity/egotism Envicomental consciousness |
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Media types |
Newspapers Magazines Radio Televsion Outdoor media Alternative media |
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Media evaluation and selection |
Cost per contact Reach Frequency Flexibility Noise Lifespan Pass along rate |
