Chapter 13 Flashcards
What is promotion
Communicating information between seller and potential buyer or others in the channel to influence attitudes and behavior
What is personal selling
Direct spoken communication between sellers and potential customers
What is mass selling
Communicating with large numbers of potential customers at the same time
Any paid form of non-personal presentation of ideas
Advertising
Any unpaid form of non-personal presentation of ideas
Publicity
What is the sales promotion
Promotion activities that stimulate interest trial or purchased by final customers
What is the sales manager
Managers concerned with managing personal selling
What is an advertising manager
Managers of the companies mass selling effort and television newspapers magazines and other media
What is public relations
Communications with non-customers
What are sales promotion managers
Managers of their companies sales promotion effort
Integrated marketing communications
The intentional coordination of every communication from the firm to a target customer
A source trying to reach a receiver with a message
Communication process
The carrier of the message
Message channel
Using normal promotion methods to help the whole marketing mix
Pushing
Using promotion to get customers to ask intermediaries for the product
Pulling
What is the adoption curve
Shows when different groups accept ideas
Innovators
The first group to adopt new products
Task method
And approach to developing a budget
