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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
advocacy advertising
a form of advertising in which an organization expresses its views on controversial issues or responds to media attacks
26
pioneering advertising
a form of advertising designed to stimulate primary demand for a new product or product category
27
competitive advertising
a form of advertising designed to influence demand for a specific brand
28
comparative advertising
a form of advertising that compares two or more specifically named or shown competing brands on one or more specific attributes
29
advertising campaign
a series of related advertisements focusing on a common theme, slogan, and set of advertising appeals
30
advertising objective
a specific communication task that a campaign should accomplish for a specific target audience during a specified period
31
advertising appeal
a reason for a person to buy a product
32
unique selling proposition
a desirable exclusive and believable advertising appeal selected as the theme for a campaign
33
medium
the channel used to convey a message to a target market
34
media planning
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
cooperative advertising
an arrangement in which the manufacturer and the retailer split the costs of advertising the manufacturers brand
36
infomercial
a so minute or longer advertisement that looks more like a tv talk show than a sales pitch
37
advergaming
placing advertising messages in web based or video games to advertise or promote a product, service, organization, or issue
38
media mix
the combination of media to be used for a promotional campaign
39
cost per contact
the cost of reaching one member of the target market
40
reach
the number of target consumers exposed to a commercial at least once during a specific period usually 4 weeks
41
frequency
the number of times an individual is exposed to a given message during a specific period
42
audience selectivity
the ability of an advertising medium to reach a precisely defined market
43
media schedule
designation of the media, the specific publications or programs and the insertion dates of advertising
44
continuous media schedule
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
flighted media schedule
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
pulsing media schedule
media scheduling strategy that uses continuous scheduling throughout the year coupled with a flighted schedule during the best sales periods
47
seasonal media schedule
a media scheduling strategy that runs advertising only during times of the year when the product is most likely to be used
48
public relations
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
publicity
public information about a company product service or issue appearing in the mass media as a news item
50
product placement
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
sponsorship
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
cause related marketing
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
crisis management
a coordinated effort to handle all the effects of unfavorable publicity or of another unexpected unfavorable event
54
sales promotion
marketing activities other than personal selling advertising and public relations that stimulate consumer buying and dealer effectiveness
55
consumer sales promotion
sales promotion activities targeting the ultimate consumer
56
trade sales promotion
sales promotion activities targeting a channel member such as a wholesaler or retailer
57
coupon
a certificate that entitles consumers to an immediate price reduction when they buy the product
58
rebate
a cash refund given for the purchase of a product during a specific period
59
premium
an extra item offered to the consumer, usually in exchange for some proof of purchase of the promoted product
60
loyalty marketing program
a promotional program designed to build long term mutually beneficial relationships between a company and its key customers
61
frequent buyer program
a loyalty program in which loyal consumers are rewarded for making multiple purchases of a particular good or service
62
sampling
a promotional program that allows the consumer the opportunity to try a product or service for free
63
point of purchase display POP
a promotional display set up at the retailers location to build traffic advertise the product or induce impulse buying
64
trade allowance
a price reduction offered by manufacturers to intermediaries such as wholesalers and retailers
65
push money
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
personal selling
a purchase situation involving a personal paid for communication between two people in an attempt to influence each other
67
relationship selling
a sales practice that involves building maintaining and enhancing interactions with customers in order to develop long term satisfaction through mutually beneficial partnerships
68
sales process
the set of steps a salesperson goes through in a particular organization to sell a particular product or service
69
lead generation
identification of those firms and people most likely to buy sellers offerings
70
referral
a recommendation to a salesperson from a customer or business associate
71
networking
a process of finding out about potential clients from friends, business contacts, coworkers, acquaintances and fellow members in professional and civic organizations
72
lead qualifications
determination of a sales prospects, recognized need, buying power, receptivity and accessibility
73
preapproach
a process that describes the homework that must be done by a salesperson before he or she contacts a prospect
74
needs assessment
a determination of the customers specific needs and wants and the range of options the customer has for satisfying them
75
sales proposal
a formal written document or professional presentation that outlines how the salespersons product or service will meet or exceed the prospects needs
76
sales presentation
a formal meeting in which the sales person presents a sales proposal to a prospective buyer
77
negotiation
the process during which both the salesperson and the prospect offer special concessions in an attempt to arrive at a sales agreement
78
followup
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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