Chapter 14 Flashcards
Social Media
Internet-based platforms that allow users to create their own content and share it with others who access these sites
Social Networks
Online platforms that allow a user to represent himself or herself via a profile on a website and provide and receive links to other members of the network to share input about common interests
A free microblogging service that lets users post short text messages with a maximum of 140 characters
Product Review Sites
Social media sites that enable people to post stories about their experiences with products and services
Direct Marketing
Any direct communication to a consumer or business recipient designed to generate a response in the form of an order, a request for further information, or a visit to a store or other place of business for purchase of a product
Catalog
A collection of products offered for sale in book form, usually consisting of product descriptions accompanied by photos of the items
Direct Mail
A collection of products offered for sale in book form, usually consisting of product descriptions accompanied by photos of the items
Telemarketing
The use of the telephone to sell directly to consumers and business customers
Direct Response Advertising
A direct marketing approach that allows the consumer to respond to a message by immediately contacting the provider to ask questions or order the product
Direct Response TV (DRTV)
Advertising on TV that seeks a direct response, including short commercials of less than two minutes, 30-minute or longer infomercials, and home shopping networks
Infomercials
Half-hour or hour-long commercials that resemble a talk show but actually are sales pitches
M-Commerce
Promotional and other e-commerce activities transmitted over mobile phones and other mobile devices, such as smartphones and personal digital assistants
Personal Selling
Marketing communication by which a company representative interacts directly with a customer or prospective customer to communicate about a good or service
Order Taker
A salesperson whose primary function is to facilitate transactions that the customer initiates
Technical Specialist
A sales support person with a high level of technical expertise who assists in product demonstrations
Missionary Salesperson
A salesperson who promotes the firm and tries to stimulate demand for a product but does not actually complete a sale
Order Getter
A salesperson who works to develop long-term relationships with particular customers or to generate new sales
Team Selling
The sales function when handled by a team that may consist of a salesperson, a technical specialist, and others
Key Account
Very large customer organizations with the potential for providing significant sales revenue
Cross Functional Team
A form on selling team where the team includes individuals from various areas of the firm
Transactional Selling
A form of personal selling that focuses on making an immediate sale with little or no attempt to develop a relationship with the customer
Relationship Selling
A form of personal selling that involves securing, developing, and maintaining long-term relationships with profitable customers
Prospecting
A part of the selling process that includes identifying and developing a list of potential or prospective customers
Pre-Approach
A part of the selling process that includes developing information about prospective customers and planning the sales interview
Close
The stage of the selling process in which the salesperson actually asks the customer to buy the product
Follow-Up
Activities after the sale that provide important services to customers
Public Relations
Communication function that seeks to build good relationships with an organization’s publics, including consumers, stockholders, and legislators
Publicity
Unpaid communication about an organization that appears in the mass media
Crisis Management
The process of managing a company’s reputation when some negative event threatens the organization’s image
Public Relations Campaign
A coordinated effort to communicate with one or more of the firm’s publics
Press Release
Information that an organization distributes to the media intended to win publicity
Investor Relations
PR activities such as annual and quarterly reports aimed at a firm’s investors
Lobbying
Talking with and providing information to government officials to influence their activities relating to an organization
Speech Writing
Writing a speech on a topic for a company executive to deliver
Corporate Identity
Materials such as logos, brochures, building design, and stationery that communicate an image of the organization
Media Relations
A PR activity aimed at developing close relationships with the media
Sponsorships
PR activities through which companies provide financial support to help fund an event in return for publicized recognition of the company’s contribution
Special Events
Activities—from a visit by foreign investors to a company picnic—that are planned and implemented by a PR department
Guerrilla Marketing
Marketing activity in which a firm “ambushes” consumers with promotional content in places they are not expecting to encounter this kind of activity
Buzz Marketing
Marketing activities designed to create conversation, excitement, and enthusiasm, that is, buzz, about a brand.
Viral Marketing
Marketing activities that aim to increase brand awareness or sales by consumers passing a message along to other consumers
