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84 Cards in this Set
- Front
- Back
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Communication link between buyers and sellers, the function of informing, persuading, and influencing a consumers purchase decision
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Promotion
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Messages that deal with buyer seller communication
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Marketing communications
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Coordination of all promotional activities to produce a unified, consumer focused promotional message
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Integrated marketing communications
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Steps through which an individual reaches a purchase decision: attention, interest, desire, and action
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AIDA concept
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Subset of the marketing mix in which marketers attempt to achieve the optimal blending of the elements of personal and nonpersonal selling to achieve promotional objectives
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Promotional mix
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Interpersonal influence process involving a sellers promotional presentation conducted on a person to person basis with the buyer
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Personal selling
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Promotion that includes advertising, product placement, sales promotional, direct marketing , public relations, and guerrilla marketing, all conducted without being face to face with the buyer
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Nonpersonal selling
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Paid, non personal communication through various media about a business firm, not for profit organization, product, or idea by a sponsor identified in a message intended to inform or persuade members of a particular audience
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Advertising
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Form of promotion in which a marketer pays a motion picture or television program to display a product permanently in the film or show
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Product placement
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Marketing activities other than personal selling, advertising, guerrilla marketing, and public relations that stimulate consumer purchasing and dealer effectiveness
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Sales promotion
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sales promotion that appeals to marketing intermediaries rather than to consumers
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trade promotion
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direct communications, other than personal sales contacts, between buyer and seller, designed to generate sales, information requests, or store, or website visits
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direct marketing
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firm's communications and relationships with it's various publics
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public relations
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unconventional, innovative, and low cost marketing techniques designed to get consumers' attention in unusual ways
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guerilla marketing
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relationship in which an organization provides funds or in kind resources to an event and activity in exchange for a direct association with that event or activity
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sponsership
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nonpersonal selling of a particular good or service
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product advertising
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promotion of a concept, an idea, a philosophy, or the goodwill of an industry, company, organization, person, geographic location, or government agency
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institutional advertising
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promotion that seeks to develop initial demand for a good, service, organization, person, place, idea, or cause
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informational advertising
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promotion that attempts to increase demand for an existing good, service, organization, person, place, idea, or cause
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persuasive advertising
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advertising that reinforces previous promotional activity by keeping the name of a good, service, organization, person, place, idea, or cause before the public
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reminder advertising
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advertising strategy that emphasizes messages with direct or indirect promotional comparisons between competing brands
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comparative advertising
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advertising by stores that sell goods or services directly to the consuming public
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retail advertising
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strategy in which a retailer shares advertising costs with a manufacturer or wholesaler
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cooperative advertising
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two way promotional messages transmitted through communication channels that induce message recipients to participate actively in the promotional effort
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interactive advertising
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series of different but related ads that use a single theme and appear in different media within a specified time period
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advertising campaign
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types of media advertising
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television
radio newspapers magazines direct mail outdoor advertising (billboards, signs, displays, walls) interactive media |
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setting the timing and sequence for a series of advertisements
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media scheduling
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organizational messages about general management issues
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nonmarketing public relations
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focused public relations activities that directly support marketing goals
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marketing public relations
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promotional technique in which marketing partners share the cost of a promotional campaign that meets their mutual needs
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cross-promotion
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advertising research that assesses how well a particular medium delivers an advertisers message, where, and when to place the advertisement, and the size of the audience
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media research
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advertising research that tests consumer reactions to an advertisement's creative message
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message research
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research that evaluates an ad during its development stage
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pretesting
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research that assesses advertising effectiveness after it has appeared in a print or broadcast medium
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posttesting
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method of testing alternate ads by dividing a cable tv audience or publications subscribers in two, using two different ads, and then evaluating the relative effectiveness of each
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split runs
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interpersonal influence process involving a seller's promotional presentation conducted on a person to person basis
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personal selling
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the four sales channels
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over the counter selling
field selling telemarketing inside selling |
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personal selling conducted in retail and some wholesale locations in which customers come to the seller's place of business
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over the counter selling
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sales presentations made at prospective customers locations on a face to face
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field selling
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personal selling that relies on lists of family members and friends of a salesperson, who organizes gatherings of potential customers for an in home presentation of selected products
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network marketing
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promotional presentation involving the use of the telephone on an outbound basis by salespeople or on an inbound basis by customers who initiate calls to obtain information and place orders
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telemarketing
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sales method in which sales personnel place phone calls to prospects and try to conclude the sale over the phone
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outbound telemarketing
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sales method in which prospects call a seller to obtain information, make reservations, and goods and services
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inbound telemarketing
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selling by phone, mail, and electronic commerce
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inside selling
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regular contacts between sales representatives and customers over an extended period to establish a sustained buyer-seller relationship
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relationship selling
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meeting customer needs by listening to them, understanding their problems, paying attention to details, and following through after the sale
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consultative selling
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selling multiple, often unrelated, goods and services to the same customer based on knowledge of that customer's needs
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cross-selling
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selling situation in which several sales associates or other members of the organization are employed to help the lead sales representative reach all those who influence the purchase decision
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team selling
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network of strategic partners, suppliers, and others who reccomend a firm's goods or services
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virtual sales team
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selling, mostly at the wholesale and retail levels, that involves identifying customer needs, pointing them out to customers, and completing orders
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order processing
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personal selling in which salespeople use well-planned strategies to seek new customers by proposing innovative solutions to customers' needs
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creative selling
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indirect selling method in which salespeople promote goodwill for the firm by educating customers and providing technical or operational assitance
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missionary selling
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programs that reward salespeople for superior performance
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sales incentives
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the seven steps in the sales process
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1.prospecting and qualifying
2. approach 3. presentation 4. demonstration 5. handling objections 6. closing 7. follow-up |
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personal selling function of identifying potential customers
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prospecting
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determining a prospect's needs. income, and purchase authority as a potential customer
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qualifying
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salespersons initial contact with a prospective customer
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approach
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use of information collected during the prospecting and qualifying stages of the sales process and during previous contacts with the prospect to tailor the approach to tailor the approach and presentation to match the customer's needs
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precall planning
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personal selling function of describing a product's major features and relating them to a customer's problems or needs
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presentation
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contacting a prospect without a prior appointment
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cold calling
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stage in the personal selling process in which the customer has the opportunity to try out or otherwise see how a good or service works before purchase
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demonstation
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expression of sales resistance by the prospect
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objection
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stage of the personal selling process in which the salesperson asks the customer to make a purchase decision
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closing
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postsale activities that often determine whether an individual who has made a recent purchase will become a repeat customer
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follow up
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promotional effort in which a dedicated sales team is assigned to a firm's major customers to provide sales and service needs
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national accounts organization
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number of representatives who report to first level sales managers
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span of control
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theory that motivation depends on an individual's expectations of his or her ability to perform a job and how that performance relates to attaining a desired reward
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expectancy theory
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incentive compensation directly related to the sales or profits achieved by a salesperson
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commission
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fixed compensation payment made periodically to an employee
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salary
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level of expected sales for a territory, product, customer, or salesperson against which actual results are compared
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sales quota
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marketing activites other than personal selling, advertising, and publicity that enhance consumer purchasing and dealer effectiveness
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sales promotion
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sales promotion technique that offers a discount on the purchase price of goods or services
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coupon
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cash given back to consumers who send in proof of purchase for one or more products
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refund
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free distribution of a product in an attempt to obtain future sales, process of selecting survey respondents or research participants
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sampling
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specially packaged item that gives the purchaser a larger quantity at the regular price
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bonus pack
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item given free or at a reduced cost with purchases of other products
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premuim
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sales promotion technique that requires entrant to complete a task, such as solving a puzzle or answering questions on a quiz, for a chance to win a prize
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contest
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sales promotion technique in which prize winners are selected by chance
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sweepstakes
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sales promotion technique that places the advertisers name, address, and advertising message on useful articles that are then distributed to target customers
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specialty advertsing
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sales promotion that appeals to marketing intermediaries rather than consumers
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trade promotion
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financial incentive offered to wholesalers or retailers that purchase or promote specific products
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trade allowance
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display or other promotion place near the site of the actual buying decision
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point-of-purchase advertising
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product exhibition organized by industry trade associations to showcase goods and services
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trade show
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cash reward paid to retail salespeople for every unit of a product they sell
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push money
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