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15 Cards in this Set
- Front
- Back
Basic elements of the promotionall mix
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Advertising
Direct Marketing Interactive/ Internet marketing Sales Promotion Publicity/ public relations Personal selling |
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Consumer advertising
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directed toward us: National advertising, retail/ local advertising
primary vs. selective demand advertising |
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Primary demand
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demand for the entire product class (got milk?)
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selective demand
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demand for a specific demand
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Organization advertising
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business to business advertising (dells in SLC)
Professional advertising Trade advertising-directed toward entities w/in the channel (grocery stores) |
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Direct marketing
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one on one correspondance
Internet sales, direct mail, telemarketing, direct response advertising, catalogs, shopping channels |
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COnsumer oriented sales promotion tools
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for end users, coupons, samples, premiums, contests/sweepstakes, refunds/rebates (do not cost company as much as coupons), bonus packs
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Trade oriented sales promotion tools
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for resellers, pop displays, training programs ( certain stores push certain products), trade shows, coop advertising (share in advertising expense with manufactuer).
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Publicity vehicles
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feature articles
interviews special events press conferneces new releases |
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The target Marketing process
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Identify markets with unfulfilled needs
determine market segementation selecting market to target positioning through marketing strategies |
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Bases for segmentaion
Customer characteristics |
Psychographic
demographic socioeconomic geographic |
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Buying situation
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Behavior
outlets usage benefits |
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Independent channel intermediaries
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brokers
distributors wholesalers retailers |
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Pros uof centeralization
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better communictaion
fewere personnel continuity of staff |
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cons
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less goal involvement
longer reponse time can't do mulitiple projects |