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Marketing > Chapter 10 - Communicating customer value: integrated marketing communications strategy > Flashcards

Chapter 10 - Communicating customer value: integrated marketing communications strategy Flashcards

1
Q

What are the buyer readiness stages?

A 
Awareness
Knowledge
Liking
Preference
Conviction
Purchase
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2
Q

What is buzz marketing?

A

Cultivating opinion leaders and getting them to spread info about product/services to others in their communities

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3
Q

Non-personal communication channels

A

Media that carry messages without personal contact/feedback

Major media, atmospheres and events

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4
Q

Personal communication channels

A

Two or more people communicate directly with each other

Face to face, phone, mail, e-mail, internet

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5
Q

Methods for setting total promotion budget

A

Affordable
Percentage of sales
Competitive-parity
Objective and task

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