Chapter 16 Flashcards
The combination of promotional tools an organization uses.
Promotion mix
technique that combines all the promotional tools into one comprehensive and unified promotional strategy.
Integrated marketing communication
Paid, nonpersonal communication through various media by organizations and individuals who are in some way identified in the advertising message.
Advertising
Advantage and disadvantage of television ads
Reaches millions of people with high impact, but it’s expensive.
Putting products into TV shows and movies where they will be seen.
Product Placement
A full-length TV program devoted exclusively to promoting goods or services.
Infomercial
One Goal of online advertising
Push potential customers to the website to learn more about the customer and let the customer learn more about them.
Promotion process that allows marketers to go beyond a monologue, where sellers try to persuade buyers to buy things, to a dialogue in which buyers and sellers work together to create mutually beneficial exchange relationships.
Interactive promotion
Social media makes it possible to test ads before before taking them to other media by helping learn what?
Learn why people like and dislike messages
Developing a single product and promotional strategy that can be implemented world wide.
Global advertising
The face-to-face presentation and promotion of goods and services.
Personal selling
Software that integrates social media to create a community-based relationship with customers.
Customer Relationship Management (CRM)
What are the 7 steps the selling process
- Prospect and Qualify
- Preapproach
- Approach
- Make a Presentation
- Answer Objections
- Close the Sale
- Follow up
Researching potential buyers and choosing those most likely to buy.
Prospecting
In the selling process, making sure that people have a need for the product, the authority to buy, and the willingness to listen to a sales message.
Qualifying