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.
