Final

Front 1

Promotion

Back 1

Communicating information between seller and potential buyer or others in the channel to influence attitudes and behavior.

Front 2

personal selling

Back 2

Direct spoken communication between sellers and potential customers, usually in person but sometimes over the telephone or even via a video conference over the internet.

Front 3

mass selling

Back 3

communicating with large numbers of potential customers at the sames time

Front 4

advertising

Back 4

Any paid form of non personal presentation of ideas, goods, or services by an identifies sponsor.

Front 5

publicity

Back 5

Any unpaid form of non-personal presentation of ideas, goods, or services.

Front 6

sales promotion

Back 6

Those promotion activities-other than advertising, publicity, and personal selling-that stimulate interest, trial, or purchase by final customers or others in the channel.

Front 7

sales managers

Back 7

Managers concerned with managing personal selling.

Front 8

public relations

Back 8

Communication with non customers- including labor, public interest groups, stockholders, and the government.

Front 9

sales promotion managers

Back 9

Managers of their company's sales promotion effort.

Front 10

integrated marketing communications

Back 10

The intentional coordination of every communication from a firm to target customer to convey a consistent and complete message.

Front 11

AIDA Model

Back 11

Consists of four promotion jobs: 1) to get attention 2)to hold interest 3) to arouse desire 4) to obtain action

Front 12

Communication process

Back 12

A source trying to reach a receiver with a message.

Front 13

source

Back 13

The sender of a message.

Front 14

receiver

Back 14

The target of a message in the communication process, usually a potential customer.

Front 15

noise

Back 15

Any distraction what reduces the effectiveness of the communication process.

Front 16

encoding

Back 16

The source in the communication process deciding what it wants to say and translating it into words or symbols that will have the same meaning to the receiver.

Front 17

decoding

Back 17

The receiver in the communication process translating the message.

Front 18

message channel

Back 18

The carrier of the message.

Front 19

pushing

Back 19

Using normal promotion effort-personal selling, advertising, and sales promotion-to help sell the whole marketing mix to possible channel members.

Front 20

pulling

Back 20

Using promotion to get consumer to ask middlemen for the product.

Front 21

Adoption Curve

Back 21

Shows when different groups accept ideas.

Front 22

innovators

Back 22

The development and spread of new ideas, goods, and services.

Front 23

early majority

Back 23

A group in the adoption curve that avoids risk and waits to consider a new idea until many early adopters try it and like it.

Front 24

late majority

Back 24

A group of adopters who are cautious about new ideas.

Front 25

laggards

Back 25

Prefer to do things the way they have been done in the past and are very suspicious of new ideas; sometimes called non adopters.

Front 26

non adopters

Back 26

Prefer to do things the way they have been done in the past and are very suspicious of new ideas; sometimes called laggards.

Front 27

primary demand

Back 27

Demand for the general product idea, not just the company's own brand.

Front 28

selective demand

Back 28

Demand for a company's own brand rather than a product category.

Front 29

task method

Back 29

An approach to developing a budget-basing the budget on the job to be done.

Front 30

basic sales tasks

Back 30

Order getting, order taking, and supporting.

Front 31

Order getters

Back 31

Salespeople concerned with establishing relationships with new customers and developing new business.

Front 32

order-getting

Back 32

Seeking possible buyers with a well-organized sales presentation designed to sell a good, service, or idea.

Front 33

order takers

Back 33

Salespeople who sell to regular or established customers, complete most sales transactions, and maintain relationships with their customers.

Front 34

order-taking

Back 34

The routine completion of sales made regularly to target customers.

Front 35

supporting salespeople

Back 35

Salespeople who help the order-oriented salespeople but don't try to get orders themselves.

Front 36

missionary salespeople

Back 36

Supporting salespeople who work for producers by calling on their middlemen and their customers.

Front 37

technical specialists

Back 37

Supporting salespeople who provide technical assistance to order-oriented salespeople.

Front 38

customer service reps

Back 38

Supporting salespeople who work with customers to resolve problems that arise with a purchase, usually after the purchase has been made.

Front 39

team selling

Back 39

Different sales reps working together on a specific account.

Front 40

major accounts sales staff

Back 40

Salespeople who sell directly to large accounts such as major retail chain stores.

Front 41

telemarketing

Back 41

Using the telephone tot call on customers or prospects.

Front 42

sales territory

Back 42

A geographic area that is the responsibility of one salesperson or several working together.

Front 43

job description

Back 43

A written statement of what a salesperson is expected to do.

Front 44

sales quota

Back 44

The specific sales or profit objective a salesperson is expected to achieve.

Front 45

prospecting

Back 45

Following all the leads in the target market to identify potential customers.

Front 46

sales presentation

Back 46

A salesperson's effort to make a sale or address a customer's problem.

Front 47

close

Back 47

The salesperson's request for an order.

Front 48

consultative selling approach

Back 48

A type of sales presentation in which the salesperson develops a good understanding of the individual customer's needs before trying to close the sale.

Front 49

selling formula approach

Back 49

A sales presentation that starts with a prepared presentation outline-much like the prepared approach-and leads the customer through some logical steps to a final close.

Front 50

Product advertising

Back 50

Advertising that tries to sell a specific product.

Front 51

institutional adverting

Back 51

Advertising that tries to promote an organization's image, reputation, or ideas rather than a specific product.

Front 52

pioneering advertising

Back 52

Advertising that tries to develop primary demand for a product category rather than demand for a specific brand.

Front 53

competitive advertising

Back 53

Advertising that tries to develop selective demand for a specific brand rather than a product category.

Front 54

direct type advertising

Back 54

Competitive advertising that aims for immediate buying action.

Front 55

indirect type advertising

Back 55

Competitive advertising that points out product advantages--to affect future buying decisions.

Front 56

comparative advertising

Back 56

Advertising that makes specific brand comparisons using actual product names.

Front 57

reminder advertising

Back 57

Advertising to keep the product's name before the public.

Front 58

advertising allowances

Back 58

Price reductions to firms in the channel to encourage them to advertise or otherwise promote the firm's products locally.

Front 59

cooperative advertising

Back 59

Middlemen and producers sharing in the cost of ads.

Front 60

copy thrust

Back 60

What the words and illustrations of an ad should communicate.

Front 61

advertising agencies

Back 61

Specialists in planning and handling mass-selling details for advertisers.

Front 62

corrective advertising

Back 62

Ads to correct deceptive advertising.

Front 63

control

Back 63

The feedback process that helps the marking manager learn 1) how ongoing plans and implementation are working and 2) how to plan for the future.

Front 64

total quality management(TQM)

Back 64

A management approach in which everyone in the organization is concerned about quality, throughout all of the firm's activities, to better serve customer needs.

Front 65

continuous improvement

Back 65

A commitment to constantly make things better one stop at a time.

Front 66

Pareto chart

Back 66

A graph that shows the number of times a problem cause occurs, with problem causes ordered from most frequent to least frequent.

Front 67

fishbone diagram

Back 67

A visual aid that helps organize cause and effect relationships for "things gone wrong"

Front 68

empowerment

Back 68

Giving employees the authority to correct a problem without first checking with management.

Front 69

benchmarking

Back 69

Picking a basis of comparison for evaluating how well a job is being done.

Front 70

sales analysis

Back 70

A detailed breakdown of a company's sales records.

Front 71

performance analysis

Back 71

Analysis that looks for exceptions or variations from planned performance.

Front 72

performance index

Back 72

A number that shows the relation of one value to another.

Front 73

iceberg principle

Back 73

Much good information is hidden in summary data.

Front 74

full-cost approach

Back 74

All costs are allocated to products, customers, or other categories.

Front 75

contribution-margin approach

Back 75

A cost analysis approach in which all costs are not allocated in all situations.

Front 76

marketing audit

Back 76

A systematic, critical, and unbiased review and appraisal of the basic objectives and policies of the marketing function and of the organization, methods, procedures, and people employed to implement the policies.