Marketing Final Flashcards
a promotion strategy that uses the sales force and trade promotion to push the product through channels. The producer promotes the product to channel members, which in turn promote it to final customers
push strategy
a promotion strategy that calls for spending a lot on customer advertising and promotion to induce final consumers to buy the product, creating a demand vacuum that “pulls” the product through the channel
pull strategy
a term used to represent the merging of advertising and entertainment in an effort to break through the clutter and create new avenues for reaching customers with more engaging messages
Madison & Vine
creates greater customer engagement
Consumer generated content
the measure of how many times the average person is exposed to the message
Advertising Frequency
the advertiser may try to reach 70% of the target market during the 1st 3 months
Advertising Reach
the specific blend of promotional tools that the company uses to engage consumers, persuasively communicate customer value and build customer relationships
Promotion Mix (Marketing Communications Mix)
any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor
advertising
building good relations with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events. PR includes press releases, sponsorships, events, and web pages
public relations
carefully integrating and coordinating the company’s many communication channels to deliver a clear, consistent, and compelling message about the organization and its product
Integrated Marketing Communications (IMC)
promotional channels paid for by sponsors (TV, radio, mobile ads)
paid media
promotional channels owned and controlled by the company (company web sites, corporate blogs, owned social media pages)
owned media
includes PR media channels such as TV, newspaper, blogs, online video sites, and others not directly paid for or controlled by the marketer
earned media
includes media shared by consumers with other customers, such as social media blogs, mobile media, and word of mouth
shared media
advertisement objective used when introducing a new product category
informative
advertisement objective that becomes more important as competition increases
pursuasive
advertising objective that is important for mature products, helps maintain customer relationships and keep them thinking about the product
reminder
personal presentations by the firms sales force for the purpose of making sales and building customer relationships
personal selling
analyzing, planning, implementing, and controlling sales force activities
sales force management
salespeople who travel to call on customers in the field
outside sales force
salespeople who conduct business from their offices via telephone, online, and social media interactions, or visits from prospective buyers
inside sales force
using teams of people from sales, marketing, engineering, finance, technical support, and even upper management to service large complex accounts
team selling
short term incentives to encourage the purchase or sale of a product or service
sales promotion
sales promotion tools udes to boost short term customer buying and engagement or enhance long term customer relationships(samples, coupons, refunds)
consumer promotion
sales promotion tools used to persuade resellers to carry a brand, give it shelf space, and promote it in advertising(contests, premiums, displays, discount, allowance, free goods, push money)
trade promotion
sales promotion tools used to generate business leads, stimulate purchases reward customers, and motivate salespeople (conventions, trade shows, sales contests)
business promotion
creating a brand marketing event or serving as a sole or participating sponsor of events created by others
event marketing/sponsorship
engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships
direct and digital marketing
marketing both through stores and other traditional offline channels and through digital, online, social media, and mobile channels
multichannel marketing
a website that interacts with consumers to move them closer to a direct purchase or other marketing outcome
marketing websites
a web site that presents brand content that engages consumers and creates customer community around a brand
branded community websites
advertising that appears while consumers are browsing online
online advertising
marketing messages, promotions, and other content delivered to on the go consumers through mobile phones, smartphones, tablets, and other mobile devices
mobile marketing
sending an offer, announcement, reminder, or other items directly to a person at a particular address. (catalog marketing-print, video, and digital catalogs/telemarketing-using the phone to sell directly to customers/direct response TV marketing- via television (proactive)/kiosk marketing-
direct mail marketing
