| Term | Definition |
|---|
| community relations | organizations participation with and within a community to maintain and enhance its environment to the benefit of both the organization and the community |
| arms length "good citizen" | memberships in local organizations (semi-involved) |
| fabric of the community | intense involvement - much a part of the community |
| corporate social responsibility | a demonstration of a company's commitment to its neighbors, consumers and others to be a good citizen |
| challenges in corporate social responsibility | 1. priorities shift over time 2. priorities vary among public 3. problems are complex and not easily solved 4. difficult to satisfy the publics expectations |
| cause-related marketing | ties a company and its products to a cause - ability to sell products, enhance image and motivate employees |
| 3 benefits of cause related marketing | 1. increases sales 2. enhances image 3. benefits properties and sponsors |
| 3 P's | Planning Practice and Precision |
| organizations intersect with their communities through | citizens, infrastructure and facilities |
| effective CR depends on | recognizing the interdependence of institutions |
| effective CR plans have written | strategic plans |
| dealing with community activists, take a | firm and friendly tone |
| corporate philanthropy funds go to | education |
| one of the most powerful ingredients in any organizations marketing mix is | promotion |
| Henry Heinz | founded H.J. Heinz in 1869 |
| PR | focuses on long term goals, building positive relationships with consumer suppliers and competitors |
| relationship marketing | goal is to build trust that enhances selling products or services |
| marketing communications | activities that support the selling of products |
| integrated communications | same as IMC - integrated marketing communications |
| CEO | chief executive officer - owner for several years - communicate personal commitment - add value to the brand |
| product placement | marketers pay to have their brands placed in advertisements as a way to reach and influence consumer buying decisions |
| branded news | live internet based news casting based narrowly on news about the product of the organization that is providing the newscast |
| search engine marketing | increases the possibility that their brand will appear when one searches for a specific term |
| viral marketing | citizens share experiences, knowledge, and feelings about a brand |
| consumer relations | improves the relationship between the consumer and the organization |
| satisfied customers tell ---- people about their experience | 5-8 |
| consumer affairs specialists solicit | consumer opinion |
| consumer affairs convey results to | consumers |
| investor relations | pr efforts with a company's stockholder |
| financial pr | creating investor confidence and building positive relationships with the financial community through the dissemination corporate info |
| annual meetings | actual owners of the business consider and vote on the effectiveness of management |
| annual reports | publish required SEC info and preform a pf and marketing function |
| sarbanes oxley act | law that requires corporations be open with info about their financial institutions |
| SEC | securities and exchange comission - oversee the trade of stocks and bonds and operation of financial markets |
| the tender offer | offer above market price high enough to entice shareholders to sell |
| 10-K | annual reports |
| 10-Q | quarterly reports - profit and loss statement, capitalization, stockholders equity, sale of unregistered securities |
| proxy fight | absentee voting rights stockholders may give to someone else |
| 1st task of investor relations is to | create investor confidence |
| public affairs/gov public affairs | pr dealing with political or governmental environments of organization |
| PAO | political action committee - people who raise/spend $1000 in connection with a federal election |
| PIO/PAO | public info & public affairs officers - pr people working for US government or orther institutions |
| lobbying | trying to influence government decisions - usually done by special interest gropus |
| grassroots lobbying | local constituencies to influence government decision makers |
| issue/advocacy advertising | advertising designed to communicate an organization's stand on a particular issue |
| knowledge management | making sure everyone knows the same information at the right time |
| crisis | An everyday problem that attracts public scrutiny through news coverage |
| independent consultants | he largest single job category is |
| What percentage of the world's population surfs the Internet? | 15% |
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