Marketing Flashcards
Definition of Advertising
Announces and proclaims the value of a service or business; any paid announcement, especially one that proclaims the qualities or advantages of a product or business so as to increase sales.
Definition of Marketing
Gives information that implies an offer to sell
Definition of indirect marketing
The images intentionally or unintentionally conveyed by the hospital itself.
Definition of direct marketing
More deliberate effort to introduce animal owners to specific services and recommendations.
Definition of external marketing
Introduces the practice to potential clients, people who have never used the hospital’s services, and aims to convince them to use the practice’s services.
Definition of internal marketing
Concentrates on existing clientele and aims to strengthen their bond with the practice and to increase their demand for veterinary services.
The Four P’s of Marketing
Product, Place, Price, Promotion
Definition of Product
The veterinary services that are offered, accepted, and provided; services are identifiable activities that provide buyer satisfaction.
Definition of Place
The hospital, clinic, mobile unit, or any other location where the veterinary service is provided.
The goals of Promotion
Convince your target market of the benefits of the hospital’s services, to differentiate the practice from others, and to build a positive practice image.
Definition of segmentation
To identify a specific target group by specific characteristics such as age, income level, type of pet, or number of pets, and to know which characteristics are significant in predicting which services the target group might want or what prices they are willing to pay for those services.
Definition of target marketing
To direct the promotional effort toward one or more identifiable segments.
Definition of message
The information you want the target market to hear, see, or learn.
Definition of reach
The audience addressed by the message (the target group, or marketees)
Definition of frequency
The average number of times that the targeted audience is exposed to the message in a given period of time.
Definition of media
The communication channels used to send the message to the potential clients or targeted audience.
Definition of public retions
Any activity initiated by the animal hospital that is designed to create a positive image while communicating with present and potential clients.
Definition of personal selling
The effort made by every hospital staff member to use direct personal communications to information and persuade a client, either in person or on the telephone.
Definition of publicity
Marketing through any unpaid communication conveyed through the media.
S.W.O.T. Analysis
S = Strengths, W = Weaknesses, O = Opportunities, T = Threats
Advertising, as defined in the AVMA ethics
Communication that is designed to inform the public about the availability, nature, or price of products or services or to influence clients to use certain products/ services.
Marketing, as defined in the AVMA ethics
Promoting and encouraging animal owners to improve animal health and welfare by using veterinary care, services and products.
Merchandising, as defined in the AVMA ethics
The buying and selling of products or services
Customer service
Refers to assistance to individuals who are purchasing a product. Typically the interaction involves one transaction.
Client service
Refers to meeting the needs of individuals with whom who hope to maintain a long-standing relationship.
Practice Culture
Refers to the attitudes, motivation, values, role, expectations and beliefs that employees have about their daily work environment.
Situational Analysis
Review of the current environment, including competitors as well as social, political, economical, and legal conditions.
Review of strengths and weaknesses of your practice and the competitive environment.
Diversification
Promoting new products to new markets.
Market Development
Promoting existing products to new markets.
Market Penetration
The extent of sales of existing products and services to existing clients.
Marketing Mix
The unique blend of product, pricing, promotion and place designed to reach a specific group. The 4 Ps.
