Ham Flashcards
(232 cards)
1
Q
Advertising
A
Impersonal one way mass communication about a product or organization that is paid for by a marketer.
2
Q
AIDA Concept
A
a model that outlines the process for achieving promotional goals in terms of stages of consumer involvement with the message; the acronym stands for attention, interest, desire and action
3
Q
channel
A
a medium of communication such as a voice radio or news paper for transmitting a message
4
Q
Communication
A
the process by which we exchange or share meaning through a common set of symbols
5
Q
Competitive advantage
A
One or more unique aspects of an organization that cause target customers to patronize that firm rather than competitors
6
Q
Decoding
A
Intertpretation of the language and symbols sent by the source through a channel
7
Q
earned media
A
a category of promotional traffic based on a public relations or publictiy model that gets customers talking about their products or services.
8
Q
encoding
A
the conversion of a senders ideas and thoughts into a message, usuallyin form of words or signs
9
Q
feedback
A
the receivers response to a message
10
Q
Integrated marketing communications
A
the careful coordination of all promotional messages for a product or a service to ensure the consistency of messages at every contact pint at which a company meets the customer
11
Q
Interpersonal Communication
A
Direct face o face communication between two or more people
12
Q
Mass Communication
A
the communication of a concept or message to large audiences.
13
Q
Noise
A
anything that interferes with distorts or slows down the transmission of information
14
Q
owned media
A
a new category of promotional tactic based on brands becoming publishers of their own context in order to maximaize the brands value to customers
15
Q
paid media
A
a category of promotional tactic based on the traditional advertising model whereby a brand pays for media space.
16
Q
personal selling
A
A purchase situation invlovling a personal, paid for communication between two people in an attempy to influence each other
17
Q
Promotion
A
communication by marketers that informs persiuades and reminds potential buyers of the product in order to influence an option or elicit a response
18
Q
Promotional Mix
A
The combination of promotional tools- including advertising, public relations, personal selling, sales promotion, and social media- used to reach the target market and fufill the organization’s overall goal
19
Q
promotional strategy
A
a plan for the optimal use of the elements of promotion advertising public relations personal selling
20
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.
21
Q
publicity
A
public information about a company, product, service, or issue appearing in the mass media as a news item
22
Q
Pull strategy
A
a marketing strategy that stimulates consumer demand to obtain product distribution
23
Q
push strategy
A
A marketing strategy that uses aggressive personal selling and trade advertising to convice a wholesales or a retialer to carry and sell particular mechandise.
24
Q
Reciever
A
the person who decodes a message
25
sales promotion
marketing activities other than personal selling advertising and public relations that stimulate consumer buying and dealer effectiveness
26
Sender
The originator of the message in the communication process
27
Advergaming
Placing advertising messages in web based or video games to advertise or promote a product, service, organization or issue
28
advertising appeal
a reason for a person to buy a product
29
Advertising Campaign
a series of related advertisments 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 specified target audience during a specified period
31
Advertising response function
a phenomenon in which spending for advertising and sales promotion increses sales or market share up to a certain level but the produces diminishing returns
32
advocacy adverting
a form of advertising in which an organization expresses its views on controversial issues or responds to media attacks
33
Audience Selectivity
the ability of an advertising medium to reach a precisely defind market
34
Comparative advertising
a form of advertising that compares to or more specifically named or shown competing brands on one or more sepcific attributes.
35
Competitive Advertising
a form of advertising designed to influence demand for a specific Brand
36
consumer sales promotion
promotion activiies targeted to the utlimate consumer market
37
Continous media schedule
a media scheduling strategy in whch advertising is run steadily throughout thi advertising perion used for products in the later stages of the product life cycle
38
Cooperative advertising
an arrangment in which the manufacturer and the retailer split the cost of advertising the manufacturers brand.
39
cost per click
the cost assosiated with a consumer clicking on a display on banner ad
40
cost per contact
the cost of reaching one member of the target market
41
coupon
a certificate that entitles consumers to an immediate priec reduction when the product is purchased
42
Crisis managements
a coordinated effort to handle all the effects of unfvorable publcity or another unexpected unfavorable event
43
flighted media schedule
a media scheduling strategy in which ads are run heavily everyother month or every two weeks to achieve a greater impact with an increased frequency and reach at those times
44
frequency
the number of times that an individual is exposed to a given message during a specific period
45
frequent buyer program
a loyalty program in which loyal customers are rewarded for making multiple purchases of a particular good or service
46
infomecrial
a thrity minute or longer advertisement that looks more like a television talk show than a sales pitch
47
institutional advertising
a form of advertising designed to enchance a company's image rather than promote a particular product
48
loyalty marketing program
a promotional program designed to build long term mutually beneficial relationships betenn a company and its key customers
49
media mix
the combination of media to be used for a promotional campaign.
50
Media Planning
the series of decisions aadvertisers make regarding the selection and use of the media, allowing the marketer to omptimally and cost effectively communicate the message to the target audience
51
media schedule
Designation of the media, the specific publications or programs, and the insertion dates of advertising
52
medium
the channel used to convey a message to the target market
53
pioneering advertising
a form of advertising designated to stimulate primary demand for a new product or product category
54
point of purchase
a promotional display set up at the retialers location to build traffic, advertise the product, or induce impulse buying
55
premium
an extra item offered to the consumer, usually in exchange for some proof of the purchase of the promoted product
56
product advertising
a form of advertising that touts the benefits of a specific good or service
57
product placement
getting the product to the right place in another work other than their own ex. Movie
58
Public Relations
the element in the promotional mix that evaluates public attiitudes indentifies issues that may conecn, and executes programs to gain public understanding and acceptance
59
pulsing media schedule
a mediam scheduling strategy that uses continuous scheduling througout the year coupled with a flighted schedule during the best sales periods
60
push money
money offered o channel intermediares to encourage them to push products, that is to enocurage other members of the channel to sell the products
61
reach
the number of target customers exposed to a commercial at least once during a specific period usually four weeks
62
rebate
a cash refurn for the purschase of a product during a specific period
63
sampling
a promotional program that allows the consumer the opportunity to try a product or service for free
64
seasonal media schedule
a media scheduling strategy that runs advertising only during times of the year wwhn the product is most likely to be used.
65
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
66
trade allowance
a price reduction offered to intermediares such as wholesalers and retialers
67
trade sales promotion
promotion activities direct to members of the marketing channel, such as wholesalers and retialsers
68
unique selling promotion
a desireable exclusive believable advertising appeal selected as the theme for a campain.
69
Campaign management
Developing product or service offereings customized for the appropriate customer segment and then pricing and communicating these offerings for the purpose of enhancing customer relationship
70
Cold calling
a form of lead generation in which the salesperson approaches potential buyers without any prior knolwedge of the prospect' needs or financial status
71
Customer-Centric
a philosophy underwhich the company customizes its product and service offering based on data generated through interactions between the customer and the company.
72
follow-up
The final step of the selling process in which the sales person ensures delivery schedules are met, goods or services perform as promised and the buyers employees are properly trained to use the products
73
interaction
the point at which a customer and a company representative exchange information and develop learning relationships
74
knowledge management
the process by which customer information is centralized and shared in order to enhance the relationship between customers and the organization
75
Lead generation( prospecting)
identifacaion of those people most likely to buy the sellers offerings
76
lead qualifacation
determination of a sales prosepect 1) recognized need 2) buying power) 3 ) receptivability and accessibility
77
learning
an informal process of collecting customer data through customer comments and feedback on a product or service performance
78
needs assesment
a determination of the customers specific needs and wants and the range of options the customer has for satisfying them
79
negotiation
the process during which both the sales person and the prospect offer special concessions in an attempt to arrive at a sales agreement
80
networking
a process of finding out about potential clients from friends, business contacts, coworkers, acquaintances, and fellow members in profesional and civic organizations
81
point of sales interactions
a touch point in stores or information kiosks that use software to enable customers to easily provide information about themselves without being violated
82
preapproach
a process that describes the homework that must be done by a sales person before he or she contacts a prospect
83
quota
a statement of the sales persons sales goals, usually based on sales volume
84
refferal
a reccomendation to a sales person from a customer or business assosiate
85
relationship selling
a sales practice that involves building, maintainance and enhancing interactions with customers in order to develop long term satisfaction through mutually beneficials partnerships
86
sales presentation
a formal meeting in which the sames person presents a sales proposal to a prospective buyer
87
sales process(sales cycle)
the set of steps a sales person goes through in a particular organization to sell a particular product or service
88
sales proposal
a formal written document or preofessional presentation that outlines how the sales persons product or service will meet or exceed the prospects needs
89
touch points
areas of a business where customers have contact with the company and data may not be gathered.
90
Blog
a publicly accessible web page that functions as an interactive journal, whereby readers can post comments on the authors entries
91
Corporate Blogs
blogs that are sponsored by a company or one of its brands and maintained by one or more of the companys employees
92
crowdsourcing
using customers to develop and market products
93
earned media
a public relation term connoting free media such as mainstream media coverage
94
location based social netwroking
Websites that combine the fun of social networking with the utlity of the location based GPS technology
95
media sharing sites
Web sites that allow users to upload and distribute multimedia content like videos and photos
96
microblogs
blogs with strict post length limits
97
non corporate blogs
independent blogs that are not associated with the marketing efforts of any particular company or brand
98
Owned media
online content that an organization creates and controls
99
paid media
content paid for by a company to be places online
100
review Sites
Websites that allow consumers to post read rate and comment on opinions regarding all kinds of product services.
101
Social Commerce
a subset of e commerce that involves the interaction and user conribution aspects of social online media to assist online buying and seling of products and services
102
Social Media
any tool or service that uses the internet to facilitate conversations
103
social media monitoring
the process of identifying and assessing what is being said about a company individual product brand
104
social networking sites
Websites that allow individuals to connect or netwrok with friends peers and business assosiates
105
Social New Site
websites that allow users to decide which content is promoted on a given website by voting that content up or down
106
Average total cost
total cost divided by quantity of output
107
Average Variable cost
total variable cost divided by quantity of output
108
Break even analysis
a methof of determining what sales volume must be reached before total revenue equals total cost
109
Demand
the quantity of product that will be sold in the market at various prices for a specific period
110
elastic demand
a situation in which consumer demand is sensitive to changes in price
111
elasticity of demand
consumers responsiveness or sensitivity to changes in prices.
112
extranet
a private electronic network that links a company with is suppliers and customers
113
fixed cost
a cost that does not change as oout put is increased or decreased
114
inelastic demand
a situation which an incease or decrease in price will not significantly affect demand for the product
115
keystoning
the practice of marking up prices by 100 percent or doubling the price
116
marginal cost
the change in total cost assosiated with one unit change in output
117
Marginal revenue
the extra revenue assosiatedwith selling an extra unit of output or the change in total revenue with a one unit change in output
118
market share
a companys product sales as a percentage of total sales for that industry
119
markup pricing
the cost of buying the product from the producer, plus amounts for profit and for expenses not otherwise accounted for
120
prestige pricing
charging a high price to help promote a quality image
121
price
that which is given in an exchange acquire a good or service
122
price equilibrium
the price at which demand and supply are equal
123
profit
revenue minus expenses
124
profit maximization
a method of setting prices that occurs when marginal revenue equals marginal cost
125
return on investment
net profit after taxes divided by total assets
126
revenue
the price charged to a customer multiplied by the number of units
127
selling against the brand
stocking well known brand items at high prices in order to sell store brands at discounted prices
128
status quo pricing
a pricing objective that maintain existing prices or meets the competitions prices.
129
supply
the quanitity of a product that will be offered to the market by a supplier at various prices for a specific period
130
unitary elasticity
a situation in which total revenue remains the same when prices change
131
variable cost
a cost that varies with the changes in the level of output
132
yield management systems
a technique for adjusting prices that uses complex mathematical software to profitably fill unused capacity by discounting early purchases, limiting easrly sales at these discounted prices, and overbooking capacity
133
Term
Definition
134
80/20 Principle
20 % of the consumers generate 80% percent of the demand
135
Benefit Segment
Segmentation based on the benefits desired
136
Cannabalization
Occurs when sales of a new product cuts into the market of a firms existing product.
137
Concentrated Targeting Strategy
A strategy used to select one segmet of a market for tageting market efforts.
138
Demographic Segmentation
Sementing Markets by age gender income ethnic back ground and family life cycle
139
Family Life Cycle
A series of stages determined by a combination of age marital status and the presence of absencse of children.
140
Geodemographic Segmentation
Segmenting Potential customers into neighorhood life style categories.
141
Geographic Segmentation
Segmenting Markets by a region of a country or the world, market size, market density or climate.
142
Market
a group of people or organizations with needs or wants and ability and willingness to buy.
143
Market Segment
A subgroup of people or organizations sharing one or more characteristics that cause them to have similar product needs.
144
Market Segmentation
The process of dividing a market into meaningful, relatively similar and identifiable segments or groups.
145
multisegment targeting strategy
A strategy that chooses two or more well defined market segments and develops a distinct marketing mix for each
146
niche
one segment of a market
147
optimizers
business customers who consider numerous suppliers, solict bids and study all proposals carefully before selecting one.
148
perceptual mapping
a means of displaying or graphing, in two or more dimensions, the location of products, brands or groups of products in consumers minds.
149
position
the place of a product or group of products occupies in a consumers mind relative to competeing offerings.
150
positioning
developing a specific marketing mix to influence potential customers overall perception of a brand.
151
Product Differentiation
a positioning strategy that some firms use to distinguish their products from those of competitors.
152
psychographic segmentation
segmenting markets on the basis of personality motives lifestyles and geodemographics
153
repositioning
Changing the consumers perceptions of a brand in relation to competing brands.
154
satisficers
business consumers wo place an order with the first familiar suppiler to satisfy product and delivery requirements.
155
Segmentation Bases(variables)
Characteristics of indviduals groups or organizations
156
Target Market
A group of people or organizations for which an organization designs implements and maintains a marketing mix intended to meet the needs of that group, resulting in mutually satisfying exhanges.
157
Undifferentiated targeting strategy
a marketing approach that views the market as one big market with no individual segments thus uses a single marketing mix.
158
usage-rate segmentation
dividing a market by the ammount of product or consumed.
159
Behavioral Targeting(BT)
A form of observation that combines a consumers online activity with demographic and psychographic profiles complied in databases.
160
Behavioral Scan
A scanner based research program that tracks the purchases of 3000 households through store scanners in each reasearch market
161
Central Location Telephone Facility
A specifically Designed phone room used to conduct telephone interviewing
162
Closed Ended Question
An interview question that asks the respondent to make a selection from a limited list of responses.
163
Competitive Intelligence
An intelligence system that helps managers assss their competition and vendors in order to become more efficient and effective competitors
164
Computer assisted personal interview
An interviewing method in which the interviewer reads questions from a computer screen and enters the responsendents data directly into the computer.
165
Computer assisted self interview
An intervieiwing method in which a mall interviewer intercepts and directs willing respondents to nearby computers where each respondent reads questions off a computer screen and directly keys his or her answers into a compter
166
Consumer Generated Media
media that consumers generate and share amongst themselves.
167
Convience Survey
a form of nonprobablity sample using respondents who are convient or readily accessible to the reasearcher. EX. Employees, friends, or relatives.
168
Cross tabulation
A method of analyzing data that lets the anaylst look at the responses to one question in relation to the response to one or more other questions
169
Database Marketing
the creation of a large computerized file of customers and potential customers profiles and purchase patterns
170
Decision Support System (DSS)
An interactive, flexible, computerized information system that enables managers to obtain and manipulate information as they are making decisions
171
ethnographic research
The study of human behavior in its natural context; invoices observation of behavior and physical setting.
172
Executive Interview
a type of survey that invloves interviewing business people at their offices concerning industrial products or services.
173
experiment
A method of gathering primary data in which the researcher alters one or more variables while observing he effects of those alterations on another variable.
174
Field Service Firm
a firm that specializes in interviewing respondents on a subcontracted basis
175
Focus Group
Seven to ten people who participate in a group led discussion by a moderater
176
Frame Error
an error that occurs when a sample from a population differs from the target population
177
InfoScan
a scanner-based sales-tracking service for the consumer packaed goods industry
178
Mall intercept interview
a survey research method that involves interviewing people in the common areas of shopping malls.
179
Management Decision Problem
A broad based problem that uses marketing research in order for managers to take proper actions.
180
Marketing Information
Everday information about developments in the marketing enviroment that managers use to prepare and adjust marketing plans.
181
Marketing Research
The process of planning collecting and analyzing data relevant to a marketing decision.
182
marketing research aggregator
A company that acquires, catalogs, reformats, segements, and resells reports already published by marketing research firm.
183
Marketing research objective
the specific information needed to solve a marketing research problem; the objective should be to provide insightful decision-making information
184
Marketing research problem
determining what information is needed and how that information can be obtained efficentely and effectively.
185
measurement error
an error that occurs when there is a difference between the information desired by the researcher and the information provided by the measurement process
186
mystery shoppers
research posing as customers whogther observational data about a sotre
187
neuromarketing
a field of marketing that studies the bodys responses to marketing stimuli
188
nonprobability sample
any sample in which little or no attempt is made to get a representative cross section of the population.
189
observation research
a research method that relies on four types of observation: people watching people, people watching an activity, machines watching people and machines watching an activity.
190
open ended question
an interview question that encourages an answer phrased in the respondents own words.
191
primary data
infrormation that is collected for the first time used for solving the particular problem under investigation
192
probability sample
a sample in which every element in the population has a known statistical likelihood of being selected
193
random error
an error that occurs when the selected sample is an imperfect representation of the overall population
194
Random Sample
a sample arranged in such a way that every element of the population has an equal chance of being selected as a part of the sample
195
Research Design
Specifies which research questions must be answered, how and when the data will be gathered and how the data will be analyzed
196
Sample
a subset of a larger population
197
Sampling Error
an error that occurs when a sample somehow does not represent the target population
198
scaled response question
a closed ended question to measure the intensity of a rerspondents answer
199
scanner based research
a system for gathering information from a single group of respondents by continuosly monitoring the advertisng promotion and pricing thay are exposed to and the things they buy
200
secondary data
data previously collected for any other purpose than the one at hand.
201
survery research
the most popular techinique for gathering primary data, in which a researcher interacts with people to obtain facts, opinions, and attitudes.
202
Universe
the population from which a sample will be drawn
203
Brand
a name term symbol design or combination therof that identifies a sellers products and differentiates them from competitiors products
204
brand equity
the value of company and brand names
205
brand loyalty
consistent preference for one brand over all brands
206
brand mark
the elements of a brand that cannot be spoken.
207
brand name
the part of a brand that can be spoken, including letters, words and numbers.
208
business product
a product used to manufacture other goods or services, to facilitate an organizations operations, or to resell to other customers.
209
captive brand
a brand manufactured by a third party for an exclusive retailer, with evidence of that retailers affliation.
210
co-branding
placing two or more brand names on a product or its package
211
consumer product
a produt bought to satisfy an individuals personal wants
212
convience product
a relatively inexpensive item that merits little shopping effort
213
express warranty
a written garuntee
214
family branding
marketing several products under the same brand name
215
generic product name
identifies a product by class ortype and cannot be trademarked
216
global brand
a brand that obtains at least a third of its earning from outside its home country, is recognizable outside its home base of customers and has publicly available marketing and financial data.
217
implied warranty
an unwritted garuntee that the good or service is fit for the purpose for which it is sold.
218
individual branding
using different brand names for different products.
219
informational labeling
a type of package labeling designed to help customers make proper product selection and lower their cognitive dissonance.
220
Manufacturers Brand
the brand name of a manufacturer
221
persauasive labeling
a type of labeling that focuses on a promotional theme or logo
222
planned obsolecence
the practice of modifying products so those that have already been sold become obsolete before they actually need replacement
223
private brand
a brand name owned by a wholesaler or retailer
224
product
everything both favorable and unfavorabe that a person recieves in an exchange
225
product item
a specific version of a product that can be designated as a distict offering among an organizations products.
226
product line
a group of closely related product items
227
product line depth
the number of produc items in a product line
228
product line extension
adding additional products to an existing product line in order to compete more broadly in the industry
229
product mix
all products that an organization sells
230
product mix width
the number of product lines an organization offers
231
product modification
changing one or more of a products characteristics
232
Service Mark
a trademark for service
