Chapter 12 Flashcards
Product
Anything that an organization offers to satisfy consumer needs and wants, including both goods and services.
Pure goods
Products that do not include any service.
Pure services
Products that do not include any goods.
Quality level
How well a product performs its core functions.
Product consistency
How reliably a product delivers its promised level of quality.
Product features
The specific characteristics of a product.
Customer benefit
The advantage that a customer gains from specific product features.
Promotion
Marketing communication designed to influence consumer purchase decisions through information, persuasion and reminders.
Integrated marketing communication
The coordination of marketing messages through every promotional vehicle to communicate a unified impression about a product.
Promotional channels
Specific marketing communication vehicles, including traditional tools, such as advertising, sales promotion, direct marketing, and personal selling, and newer tools such as product placement, advergaming, and internet minimovies.
Product placement
The paid integration of branded products into movies, television and other media.
Advergaming
Video games created as a marketing tool, usually with brand awareness as the core goal.
Sponsorship
A deep association between a marketer and a partner (usually a cultural or sporting event), which involves promotion of the sponsor in exchange for either payment or the provision of goods.
Advertising
Paid, non personal communication, designed to influence a target audience with regard to a product, service, organization or idea.
Sales promotion
Marketing activities designed to stimulate immediate sales activity through specific short-term programs aimed at either consumers or distributors.
Consumer promotion
Marketing activities designed to generate immediate consumer sales, using tools such as premiums, promotional products, samples, coupons, rebates and displays.
Public relations (PR)
The ongoing effort to create positive relationships with all of a firm’s different “publics,” including customers, employees, suppliers, the community, the general public and the government.
Publicity
Unpaid stores in the media that influence perceptions about a company or its products.
