Chapter 16 Flashcards
The combination of promotional tools an organization uses
Promotion Mix
A technique that combines all the promotional tools into one comprehensive, unified promotional strategy
Integrated Marketing Communication (IMC)
Paid, non personal communication through various media by organizations and individual’s who are in some way identified in the message
Advertising
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
Promotion processes 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
The face-to-face presentation and promotion of goods and services
Personal Selling
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 person with the means to buy a product, the authority to buy, and the willingness to listen to a sales message
Prospect
A step in the selling process that consists of a question or statement that moves the selling process toward the actual close
Trial Close
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 (PR)
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 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
An online diary (web log) that looks like a web page but is easier to create and update by posting text, photos, or links to other sites
Blog
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
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
Customers who pick out their products from online outlets or who do online comparison shopping
Pick Economy
