Marketing Ch.17 Flashcards

1
Q

Communication

A

process of conveying a message to others

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2
Q

Six elements of communication

A

source,message, channel of comm., reciever, endcoding/decoding

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3
Q

Field of expereince

A

a similar understanding and knowledge they apply to a message

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4
Q

response

A

the impact the message had

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5
Q

feedback

A

the senders interpretation of the response and indicates whether the message was decoded as intended

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6
Q

Noise

A

extraneous factors that work against effective communications by distorting a message or the feedback . Ex. Printing mistake, misunderstanding of language

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7
Q

Advertising

A

any paid form of nonpersonal communication about an organization, product, service or idea by an identified sponsor

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8
Q

personal selling

A

the two way flow of communications between a buyer and seller designed to influence a person’s or group’s purchase decision. Usually face to face. No wasted coverage. Less consistent

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9
Q

PR

A

the form of communication management that seeks to influence the feelings/opinions held by customers, prospective customers, suppliers, stock holders, the general public

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10
Q

Publicity

A

nonpersonal, indirectly paid presentation of an organization, product, or service ex. New story, editorial, product announcment

Adv- credibilit
disadv- lack of control

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11
Q

sales promotion

A

short term inducement of value offered to arouse interest in buing a product or service…Coupons, rebates, samples, contests, sweepstakes.

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12
Q

direct marketing

A

uses direct communication with consumers to generate a response in the form of an order, a request for further info or a visit to a retail outlet. Forms: catalogs, direct mail, telephone.

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13
Q

introduct stage

A

primary objective: to inform consumers in a n effort to increase their level of awareness. all promotional mix used

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14
Q

Growth stage

A

persuade consumers to but theproduct rather than the substitutes. Sales promotion= less important. Advertising is ++ important

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15
Q

Maturity stage

A

need to maintain existing buyers and advertising role is to remind buyers of the products existances. Sales promotions: coupons. Direct Marketing

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16
Q

Complexity

A

technical sophistication of the product. The amount of understanding to use it. The more complex, the greater emphasis on personal selling.

17
Q

risk

A

financial risk, social risk, physical risk. The greater the risk, the greater the need for personal selling.

18
Q

ancillary servcies

A

pretain to the degree of service or support required after the sale. Personal selling essential to build byer confidence of customer service

19
Q

prepurchase stage

A

advertising is more helpful than personal. Advertising informs the potential customer of the existence of the product and the seller. Sales promotions: free samples to gain low risk trial.

20
Q

purchase stage

A

personal selling is most important, sales promotion in coupons, rebates can help. Advertising is least helpful.

21
Q

post purchase stage

A

salesperson is still important, the more personal contact after the sale the more satisfied the buyer. Advertising is important to reassure the buyer made the righ decision.

22
Q

push strategy

A

directing the promotional mix to channel members to gain their cooperation in ordering and stocking the product. Idea is- by pushing the product through the channel the goal is to get channel members to push it to their customers

23
Q

pull strategy

A

manufacturers face resistance from channel members who don’t want to order a new product or increase levels. So they direct their promotional mix at ultimate consumers to encourage them to ask retailer for a product.

24
Q

behavioral targeting

A

collecting info about web browsing behavior to determine the banner and display ads you will see.

25
Q

heirarchy of effects

A

sequence of stages a prospective buyer goes through from intitial awareness of a product to eventual action:

awareness->interest->evaluation->adoption

26
Q

promotion budget: as percent of sales

A

funds are allocated to promotion as percentage of past or anticipated sales in terms of either dollars or units sold. Downside: lower sales shouldn’t always mean lower promotion

27
Q

promotion budget: competitve parity

A
  • is matching the competitors absolute level of spending or the proportion per point of market share.
28
Q

promotion budget: all you can afford

A

money allocated to promtion only after all other budget items are covered,

29
Q

promotion budget: objective and task

A

Best approach. Company determines its promotion objectives, outlines the tasks it will undertake to accomplish those objective and determines the promotion cost of preforming those tasks.

30
Q

Direct Orders

A

the result of offers that contain all the info necessary for a prospective buyer to make a decision to purchase and compete the transaction

31
Q

lead generation

A

the result of an offer designed to generate interest in a product or service and a request for additional information

32
Q

traffic generation

A

the outcome of an offer deisnged to motivate people to visit a business