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
A step in the selling process that consists of a question or statement that moves the selling process toward the actual close.
Trial Close
What steps can most B2C retail sales people skip
Prospecting and qualifying and preapproach
What are the four biggest forms of advertising by $
- Digital
- TV
- Radio
- Newspaper
What are the four traditional items in the promotional mix
Advertising
Personal Selling
Public Relations
Sales Promotion
The management function that evaluates public attitudes, changes policies and procedures in response to the public’s requests, and executes a program of action and information to earn public understanding and acceptance.
Public Relations
Three steps to public relations Program
- Listen to the public
- Change policies and procedures
- Inform people you’re responsive to their needs
Any information about an individual, product, or organization that’s distributed to the public through the media and that’s not paid for or controlled by the seller
Publicity, the talking arm of public relations
The promotional tool that stimulates consumer purchasing and dealer interest by means of short-term activities.
Sales Promotion
A promotional tool in which a company lets consumers have a small sample of a product for no charge.
Sampling
A promotional tool that involves people telling other people about products they’ve purchased.
Word-of-mouth promotion
The term now used to describe everything from paying customers to say positive things on the Internet to setting up multilevel selling schemes whereby consumers get commissions for directing friends to specific websites.
Viral Marketing
what has to happen for a blog to succeed
A business must take time to post and respond to the customers that leave comments.
A means of distributing audio and video programs via the Internet that lets users subscribe to a number of files, also known as feeds, and then hear or view the material at the time they choose
Podcasting
Key to success with mobile marketing
Keep the message brief because mobile users don’t want to read through much text.
Promotional strategy in which the producer uses advertising, personal selling, sales promotion, and all other promotional tools to convince wholesalers and retailers to stock and sell merchandise.
Push Strategy
Promotional strategy in which heavy advertising and sales promotion efforts are directed toward consumers so that they’ll request the products from retailers.
Pull Strategy
