M9 Flashcards
Is communicating information between the seller and potential buyer or others in the channel to influence attitudes and behavior.
PROMOTION
involves direct spoken communication between sellers and potential customers
PERSONAL SELLING
is communicating with large numbers of potential customers at the same time.
MASS SELLING
is any unpaid form of non personal presentation of ideas, goods, or services
PUBLICITY
is any paid form of non personal presentation of ideas, goods, or services by an identified sponsor. It includes the use of traditional media such as magazines, newspapers, radio and TV, signs, and direct mail as well as new media such as the Internet
ADVERTISING
PROMOTION METHODS
- PERSONAL SELLING
- MASS SELLING
- SALES PROMOTION
TYPES OF MASS SELLING
- ADVERTISING
- PUBLICITY
refers to promotion activities other than advertising, publicity, and personal selling that stimulate interest, trial, or purchase by final customers or others in the channel.
SALES PROMOTION
Aimed at consumers or users
SALES PROMOTION
Aimed at wholesalers or retailers
SALES PROMOTION
Aimed at company’s own sales force
SALES PROMOTION
INTEGRATED MARKETING COMMUNICATIONS
- SALES MANAGERS
- ADVERTISING MANAGERS
- MARKETING MANAGERS
- SALES PROMOTION MANAGERS
are concerned with managing personal sales.
SALES MANAGER
is responsible for building good distribution channels and implementing Place policies
SALES MANAGER
may also act as the marketing manager and be responsible for advertising and sales promotion
SALES MANAGER
manage their company’s mass-selling effort in television, newspapers, magazines, and other media.
ADVERTISING MANAGER
Their job is choosing the right media and developing the ads.
ADVERTISING MANAGER
manage their company’s sales promotion effort.
SALES PROMOTION MANAGER
has independent status and reports directly to the marketing manager
SALES PROMOTION MANAGER
communication with noncustomers, including the press, labor, public interest groups, stockholders, and the government
PUBLIC RELATIONS
may be in charge of a company’s social media (Facebook page, Twitter feed, LinkedIn page, etc.) and possibly its website.
SOCIAL MEDIA MANAGER
must weigh the pros and cons of the various promotion methods and then devise an effective promotion blend fitting in the various departments and personalities and coordinating their efforts.
MARKETING MANAGER
Effective blending of all of the firm’s promotion efforts should produce ____
INTEGRATED MARKETING COMMUNICATIONS
the intentional coordination of every communication from a firm to a target customer to convey a consistent and complete message
INTEGRATED MARKETING COMMUNICATIONS
TRADITIONAL COMMUNICATION PROCESS
- SOURCE
- ENCODING
- MESSAGE CHANNEL
- NOISE
- DECODING
- RECEIVER
- FEEDBACK
means a source trying to reach a receiver with a message.
COMMUNICATION PROCESS
The sender of a message is trying to deliver a message
SOURCE
a potential customer. Customers evaluate the source of the message in terms of trustworthiness and credibility.
RECEIVER
is any distraction that reduces the effectiveness of the communication process.
NOISE
is the source deciding what it wants to say and translating it into words or symbols that will have the same meaning to the receiver
ENCODING
is the receiver translating the message. This process can be very tricky. The meanings of various words and symbols may differ depending on the attitudes and experiences of the two groups.
DECODING
Is is complicated even more because the message is coming from a source through some message channel the carrier of the message.
COMMUNICATION PROCESS
can use many message channels to deliver a message.
SOURCE
The last element in the traditional communication process
FEEDBACK
communication from the receiver back to the source.
FEEDBACK
may take many different forms: a customer may simply have a different attitude, seek more information, visit a store, or purchase the product.
FEEDBACK
SETTING THE PROMOTION BUDGET
- PERCENTAGE OF SALES
- TASK METHOD
The most common method of budgeting for promotion expenditures is to
COMPUTE PERCENTAGE OF SALES
the most sensible approach to budgeting promotion expenditures is the
TASK METHOD
most common approach
main advantage is ease
can lead to major problems, including cutbacks when more money is needed
BUDGET BASED ON PERCENT OF PAST OR EXPECTED SALES
Basing the budget on the job to be done. It helps a marketing manager to set priorities so that the money spent on promotion produces specific and desired results.
TASK METHOD
usually the sensible approach
TASK METHOD
