Marketing 300 Final: Chapter 13
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27 terms
Terms | Definitions |
|---|---|
 Promotion | Communicating information between the seller and potential buyer or others in the channel to influence attitudes and behavior. |
| Personal Selling | Direct spoken communication between sellers and potential customers. |
| Mass Selling | Communicating with large numbers of potential customers at the same time. |
| Main form of Mass Selling | Advertising |
| Advertising | Any paid form of non-personal presentation of ideas, goods, or services by an identified sponsor. |
| Publicity | Any unpaid form of nonpersonal presentation of ideas, good or services. |
| Sales Promotion | Promotion activities, other than advertising, publicity and personal selling, that stimulate interest, trial or purchase by final customers or other in the channel. |
| Public Relations | Communication with non-customers (job of Advertising Manager). |
| Three Basic Promotion Objectives | Informing, Persuading and Reminding. |
| Informing | Can show that it meets consumer needs better than other products. |
| Persuading | Means the firm will try to develop a favorable set of attitudes so customers will buy, and keep buying, its product. Often demonstrating why their product is better than their competitors. |
| Reminding | For target customers who already have positive attitudes about a firm's marketing mix. Remind customers of their past satisfaction with the brand. |
| AIDA Model | To get Attention. To hold Interest. To arouse Desire. To obtain Action. |
| Communication Proces | Means a source trying to reach a receiver with a message. |
| Source | Sender of a message. |
| Receiver | A potential customer. |
| Noise | Any distraction that reduces the effectiveness of the communication process. |
| Encoding | The source deciding what it wants to say and translating it into words or symbols that will have the same meaning to the receiver. |
| Decoding | The receiver translating the message. |
| Message Channel | The carrier of the message. |
| Direct Marketing | Direct communication between a seller and an individual customer using a promotion method other than face-to-face personal selling. |
| Pushing | Using normal promotion effort (personal selling, advertising and sales promotion) to help sell the whole marketing mix to possible channel members. |
| Pulling | Getting customers to ask intermediaries for the product. |
| Adoption Curve | Shows when different groups adopt new ideas. |
| Primary Demand | Demand for the general product idea, not just the company's brand. |
| Selective Demand | Demand for a company's own brand. |
| Task Method | Basing the budget on the job to be done. |
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