FINAL Flashcards
Promotion
o Communicating information b/w seller and potential buyer or others in the channel to influence attitudes and behavior.
Personal Selling
Direct spoken communication b/w sellers and potential customers, usually in person but sometimes over the telephone or even via a video conference over the Internet.
Mass Selling
o Communicating w/ large numbers of potential customers at the same time.
Advertising
o Any paid form of non-personal presentation of ideas, goods, or services by an identified sponsor.
Publicity
o Any unpaid form of non-personal presentation of ideas, goods, or services.
Sales Promotion
o Those promotion activities—other than advertising, publicity, and personal selling—that stimulate interest, trial, or purchase by final customers or others in the channel.
Sales Managers
o Managers concerned w/ managing personal selling.
Advertising Managers
o Managers of their company’s mass-selling effort in television, newspapers, magazines, and other media.
Sales Promotion Managers
o Managers of their company’s sales promotion effort.
Public Relations
o Communication w/ noncustomers—including labor, public interest groups, stockholders, and the government.
Integrated Marketing Communications
o The intentional coordination of every communication from a firm to a target customer to convey a consistent and complete message.
AIDA Model
o Consists of four promotion jobs: ♣ To get attention ♣ To hold interest ♣ To arouse desire ♣ To obtain action
Communication Process
o A source trying to reach a receiver w/ a message.
Source
o The sender of a message.
Receiver
o The target of a message in the communication process, usually a potential customer.
Noise
o Any distraction that reduces the effectiveness of the communication process.
Encoding
o The source in the communication process deciding what it wants to say and translating it into words or symbols that will have the same meaning to the receiver.
Decoding
o The receiver in the communication process translating the message.
Message Channel
o The carrier of the message.
Pushing
o Using normal promotion effort—personal selling, advertising, and sales promotion—to help sell the whole marketing mix to possible channel members.
Pulling
o Using promotion to get consumers to ask intermediaries for the product.
Adoption Curve
o Shows when different groups accept ideas.
Innovators
o The first group to adopt new products.
Early Adopters
o The second group in the adoption curve to adopt a new product; these people are usually well respected by their peers and often are opinion leaders.
Early Majority
o A group in the adoption curve that avoids risk and waits to consider a new idea until many early adopters try and like it.
Late Majority
o A group of adopters who are cautious about new ideas.
Laggards
o Prefer to do things the way they have been done in the past and are very suspicious of new ideas; sometimes called non-adopters.
Primary Demand
o Demand for the general product idea, not just the company’s own brand.
Selective Demand
o Demand for a company’s own brand rather than a product category.
Task Method
o An approach to developing a budget—basing the budget on the job to be done.
Basic Sales Tasks
o Order-getting, order-taking, and supporting.
Order Getters
o Salespeople concerned w/ establishing relationships w/ new customers and developing new business.
Order Getting
o Seeking possible buyers w/ a well-organized sales presentation designed to sell a good, service, or idea.
Order Takers
o Salespeople who sell to regular or established customers, complete most sales transactions, and maintain relationships w/ their customers.
Order Taking
o The routine completion of sales made regularly to target customers.
Support Salespeople
o Salespeople who help the order-oriented salespeople but don’t try to get orders themselves.
Missionary Salespeople
o Supporting salespeople who work for producers by calling on intermediaries and their customers.
Technical Specialists
o Supporting salespeople who provide technical assistance to order-oriented salespeople.
Customer Service Reps
o Supporting salespeople who work w/ customers to resolve problems that arise w/ a purchase, usually after the purchase has been made.
Team Selling
o Different sales reps working together on a specific account
Major Accounts Sales Force
o Salespeople who sell directly to large accounts such as major retail chain stores.
Telemarketing
o Using the telephone to call on customers or prospects.
Sales Territory
o A geographic area that is the responsibility of one salesperson or several working together.
Job Description
o A written statement of what a salesperson is expected to do.
Sales Quota
o The specific sales or profit objective a salesperson is expected to achieve.
Prospecting
o Following all the leads in the target market to identify potential customers.
Sales Presentation
o A salesperson’s effort to make a sale or address a customer’s problem.
Prepared Sales Presentation
o A memorized presentation that is not adapted to each individual customer.
Close
o The salesperson’s request for an order.
Consultative Selling Approach
o A type of sales presentation in which the salesperson develops a good understanding of the individual customer’s needs before trying to close the sale.
Selling Formula Approach
o A sales presentation that starts w/ a prepared presentation outline—much like the prepared approach—and leads the customer through some logical steps to a final close.
Advertising Allowances
o Price reductions to firms in the channel to encourage them to advertise or otherwise promote the firm’s products locally.
Cooperative Advertising
o Producers sharing in the cost of ads w/ wholesalers or retailers.
Product Advertising
o Advertising that tries to sell a specific product.
Institutional Advertising
o Advertising that tries to promote an organization’s image, reputation, or ideas rather than a specific product.
Pioneering Advertising
o Advertising that tries to develop primary demand for a product category rather than demand for a specific brand.
Competitive Advertising
o Advertising that tries to develop selective demand for a specific brand rather than a product category.
Direct Competitive Advertising
o Competitive advertising that aims for immediate buying action.
Indirect Competitive Advertising
o Competitive advertising that points out product advantages—to affect future buying decisions.
Comparative Advertising
o Advertising that makes specific brand comparisons using actual product names.
Reminder Advertising
o Advertising to keep the product’s name before the public.
Advertising Media
o The various means by which a message is communicated to its target market.
Pay-per-click
o An advertiser pays media costs only when a customer clicks on the ad that leads to the advertiser’s website.
Retargeting (behavioral)
o Displays ads to a web user based on sites they have previously visited.
