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MKTG Mine - 3010 > Final Exam > Flashcards

Final Exam Flashcards

1
Q

Promotion

A

communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response.

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2
Q

Promotional Strategy

A

A plan for optimal use of the elements of promotion, advertising, public relations, personal selling, and sales promotion.

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3
Q

competitive advantage

A

one or more unique aspects of an organization that cause target consumers to patronize that firm rather than competitors

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4
Q

communication

A

the process by which we exchange or share meanings through a common set of symbols

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5
Q

interpersonal communication

A

direct, face to face communication between two or more people

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6
Q

mass communication

A

the communication of a concept or message to large audiences

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7
Q

sender

A

the originator of the message in the communication process

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8
Q

encoding

A

the conversion of a senders ideas and thoughts into a message usually in the form of words or signs

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9
Q

channel

A

a medium of communication such as a voice or newspaper for transmitting a message

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10
Q

noise

A

anything that interferes with distorts or slows down the transmission of information

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11
Q

receiver

A

the person who decodes a message

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12
Q

decoding

A

interpretation of the language and symbols sent by the source through a channel

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13
Q

feedback

A

the receivers response to a message

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14
Q

corporate blogs

A

blogs that are sponsored by a company or one of its brands and maintained by one or more of the companies employees

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15
Q

non corporate blogs

A

independent blogs that are not associated with the marketing efforts of any particular company or brand

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16
Q

promotional mix

A

the combination of promotional tools including advertising public relations personal selling and sales promotions used to reach the target market and fulfill the organizations overall goals

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17
Q

aida concept

A

a model that outlines the process for achieving promotional goals in terms of stages on stages of consumer involvement with the message; the acronym stands for attention, interest, desire and action

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18
Q

integrated marketing communications IMC

A

the careful coordination of all promotional messages for a product or a service to assure the consistency of messages of every contact point where a company meets the consumer

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19
Q

pull strategy

A

a marketing strategy that stimulates consumer demand to obtain product distribution

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20
Q

push strategy

A

a marketing strategy that uses aggressive personal selling and trade advertising to convince a wholesaler or retailer to carry and sell particular merchandise

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21
Q

advertising

A

impersonal, one-way communication about a product or organization that is paid for by a marketer

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22
Q

advertising response function

A

a phenomenon in which spending for advertising and sales promotion increases sales or market share up to a certain level but then produces diminishing returns

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23
Q

institutional advertising

A

a form of advertising designed to enhance a companies image rather than promote a particular product

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24
Q

product advertising

A

a form of advertising that touts the benefits or a specific good or service

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25
Q

advocacy advertising

A

a form of advertising in which an organization expresses its views on controversial issues or responds to media attacks

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26
Q

pioneering advertising

A

a form of advertising designed to stimulate primary demand for a new product or product category

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27
Q

competitive advertising

A

a form of advertising designed to influence demand for a specific brand

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28
Q

comparative advertising

A

a form of advertising that compares two or more specifically named or shown competing brands on one or more specific attributes

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29
Q

advertising campaign

A

a series of related advertisements focusing on a common theme, slogan, and set of advertising appeals

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30
Q

advertising objective

A

a specific communication task that a campaign should accomplish for a specific target audience during a specified period

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31
Q

advertising appeal

A

a reason for a person to buy a product

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32
Q

unique selling proposition

A

a desirable exclusive and believable advertising appeal selected as the theme for a campaign

33
Q

medium

A

the channel used to convey a message to a target market

34
Q

media planning

A

the series of decisions advertisers make regarding the selection and use media, allowing the marketer to optimally and cost effectively communicate the message to the target audience

35
Q

cooperative advertising

A

an arrangement in which the manufacturer and the retailer split the costs of advertising the manufacturers brand

36
Q

infomercial

A

a so minute or longer advertisement that looks more like a tv talk show than a sales pitch

37
Q

advergaming

A

placing advertising messages in web based or video games to advertise or promote a product, service, organization, or issue

38
Q

media mix

A

the combination of media to be used for a promotional campaign

39
Q

cost per contact

A

the cost of reaching one member of the target market

40
Q

reach

A

the number of target consumers exposed to a commercial at least once during a specific period usually 4 weeks

41
Q

frequency

A

the number of times an individual is exposed to a given message during a specific period

42
Q

audience selectivity

A

the ability of an advertising medium to reach a precisely defined market

43
Q

media schedule

A

designation of the media, the specific publications or programs and the insertion dates of advertising

44
Q

continuous media schedule

A

a media scheduling strategy in which advertising is run steadily throughout the advertising period, used for products in the latter stages of the product life cycle

45
Q

flighted media schedule

A

a media scheduling strategy in which ads are run heavily every other month or every two weeks, to achieve a greater impact with an increased frequency and reach at those times

46
Q

pulsing media schedule

A

media scheduling strategy that uses continuous scheduling throughout the year coupled with a flighted schedule during the best sales periods

47
Q

seasonal media schedule

A

a media scheduling strategy that runs advertising only during times of the year when the product is most likely to be used

48
Q

public relations

A

the marketing function that evaluates public attitudes identifies areas within the organization the public may be interested in and executes a program of action to earn public understanding and acceptance

49
Q

publicity

A

public information about a company product service or issue appearing in the mass media as a news item

50
Q

product placement

A

a public relations strategy that involves getting a product service or company name appear in a movie television show radio program magazine, newspaper video game, video or audio clip, book, or commercial for another product, on the internet or at special events

51
Q

sponsorship

A

a public relations strategy in which a company spends money to support an issue, cause, or event that is consistent with corporate objectives, such as improving brand awareness or enhancing corporate image

52
Q

cause related marketing

A

a type of sponsorship involving the association of a for profit company and a nonprofit organization; through the sponsorship the companies product or service is promoted and money is raised for the non profit

53
Q

crisis management

A

a coordinated effort to handle all the effects of unfavorable publicity or of another unexpected unfavorable event

54
Q

sales promotion

A

marketing activities other than personal selling advertising and public relations that stimulate consumer buying and dealer effectiveness

55
Q

consumer sales promotion

A

sales promotion activities targeting the ultimate consumer

56
Q

trade sales promotion

A

sales promotion activities targeting a channel member such as a wholesaler or retailer

57
Q

coupon

A

a certificate that entitles consumers to an immediate price reduction when they buy the product

58
Q

rebate

A

a cash refund given for the purchase of a product during a specific period

59
Q

premium

A

an extra item offered to the consumer, usually in exchange for some proof of purchase of the promoted product

60
Q

loyalty marketing program

A

a promotional program designed to build long term mutually beneficial relationships between a company and its key customers

61
Q

frequent buyer program

A

a loyalty program in which loyal consumers are rewarded for making multiple purchases of a particular good or service

62
Q

sampling

A

a promotional program that allows the consumer the opportunity to try a product or service for free

63
Q

point of purchase display POP

A

a promotional display set up at the retailers location to build traffic advertise the product or induce impulse buying

64
Q

trade allowance

A

a price reduction offered by manufacturers to intermediaries such as wholesalers and retailers

65
Q

push money

A

money offered to channel intermediaries to encourage them to push products that is to encourage other members of the channel to sell the products

66
Q

personal selling

A

a purchase situation involving a personal paid for communication between two people in an attempt to influence each other

67
Q

relationship selling

A

a sales practice that involves building maintaining and enhancing interactions with customers in order to develop long term satisfaction through mutually beneficial partnerships

68
Q

sales process

A

the set of steps a salesperson goes through in a particular organization to sell a particular product or service

69
Q

lead generation

A

identification of those firms and people most likely to buy sellers offerings

70
Q

referral

A

a recommendation to a salesperson from a customer or business associate

71
Q

networking

A

a process of finding out about potential clients from friends, business contacts, coworkers, acquaintances and fellow members in professional and civic organizations

72
Q

lead qualifications

A

determination of a sales prospects, recognized need, buying power, receptivity and accessibility

73
Q

preapproach

A

a process that describes the homework that must be done by a salesperson before he or she contacts a prospect

74
Q

needs assessment

A

a determination of the customers specific needs and wants and the range of options the customer has for satisfying them

75
Q

sales proposal

A

a formal written document or professional presentation that outlines how the salespersons product or service will meet or exceed the prospects needs

76
Q

sales presentation

A

a formal meeting in which the sales person presents a sales proposal to a prospective buyer

77
Q

negotiation

A

the process during which both the salesperson and the prospect offer special concessions in an attempt to arrive at a sales agreement

78
Q

followup

A

the final step of the selling process in which the salesperson ensures that delivery schedules are met that the goods or services perform as promised and that the buyer employees are properly trained to use the products

MKTG Mine - 3010 (6 decks)

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