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18 Cards in this Set
- Front
- Back
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the specific blend of promotion tools that the company uses to persuasively communicate customer value and build customer relationships |
Promotion mix (marketing communications mix) |
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any paid form of non personal presentation and promotion of ideas, goods, or services by an identified sponsor |
Advertising |
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short-term incentives to encourage the purchase or sale of a product or service |
Sales promotion |
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personal presentation by the firm's sales force for the purpose of making sales and building customer relationships |
Personal Selling |
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building good relations with the company's various publics by obtaining favorable publicity, building a good cooperate image, and handling or heading off unfavorable rumors, stories, and events |
Public relations (PR) |
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direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships |
Direct marketing |
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carefully integrating and coordinating the company's many communications channel to deliver a clear, consistent, and compelling message about the organization and its products |
Integrated marketing communications (IMC) |
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the stages consumers normally pass thru on their way to s purchase, including awareness, knowledge, liking, preference, conviction, and finally, the actual purchase |
Buyer-readiness stages |
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channels thru which two or more people communicate directly with each other, including face to face, on the phone, via mail or email, or even thru texting or an internet chat |
Personal communication channels |
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personal communications about a product b/w target buyers and neighbors, friends, family members, associates, and other consumers |
Word-of-mouth influence |
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cultivating opinion leaders and getting them to spread information about a product or service to others in their communities |
Buzz Marketing |
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media that carry messages w/o personal contact or feedback, including major media, atmospheres, and events |
Non-personal communication channels |
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setting the promotion budget at the level management thinks the company can afford |
Affordable method |
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setting the promotion budget at a certain percentage of current or forecasted sales or as a percentage of the unit sales price |
Percentage-of-sales method |
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setting the promotion budget to match competitors' outlays |
Competitive-parity method |
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developing the promotion budget by (1) defining specific promotion objectives, (2) determining the tasks needed to achieve these objectives, and (3) estimating costs of performing these tasks. The sum of these costs is the proposed promotion budget |
Objective-and-task method |
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a promotion strategy that calls for using the sales force and trade promotion to push the product through channels; the producer promotes the product to channel members, which in turn promote it to final consumers |
Push strategy |
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a promotion strategy that calls for spending a lot on consumer advertising and promotion to induce final consumers to buy the product, creating a demand vacuum that "pulls" the product through the channel |
Pull Strategy |
