 | Term | Definition |
| |
promotion |
an effort by marketers to inform and remind people in the target market about products and to persuade them to participate in an exchange |
| |
promotion mix |
the combination of promotional tools an organization uses |
| |
integrated marketing communication (IMC) |
a technique that combines all the promotional tools into one comprehensive, unified promotional strategy |
| |
advertising |
paid, nonpersonal communication through various media by organizations and individuals who are in some way identified in the advertising message |
| |
product placement |
putting products into tv shows and movies where they will be seen |
| |
infomercial |
a full-length tv program devoted exclusively to promoting goods or services |
| |
interactive promotion |
promotion process that allows marketers to go beyond a monologue, where sellers try to persuade buyers to buy things, to a dialogue in which buyers and sellers work togher to create mutually beneficial exhcnage relationships |
| |
personal selling |
the face to face presentation and promotion of goods and services |
| |
prospecting |
researching potential buyers and choosing those most likely to buy |
| |
qualifying |
in the selling process, making sure that people have an need for the product, the authority to buy, and the willingness to listen to a sales message |
| |
prospect |
a person with the means to buy a product, the authority to buy, and the willingness to listen to a sales message |
| |
trail close |
a step in the selling process that consists of a question or statment that moves the selling process towards the actual close |
| |
public relations (PR) |
the management function that evaluates public attitudes, changes policies and procedures in response to the publics requests, and executes a program of action and information to earn public understanding and acceptance |
| |
publicity |
any information about an individual, product, or organization thats distributed to the public through the media and thats not paid for or controlled by the seller |
| |
sales promotion |
the promotional tool that stimulates consumer purchasing and dealer interest by means of short-term activites |
| |
sampling |
a promotional tool in which a company lets consumers have a small sample of a product for no charge |
| |
word of mouth promotion |
a promotional tool that involves people telling other people about products they've purchased |
| |
viral marketing |
the term now used to describe everything from paying people to say positive things on the internet to setting up multilevel selling schemes whereby consumers get commissions for directing friends to specific web sites |
| |
blog |
an online diary that looks like a web page but is easier to create and update by posting text, photos , links to others |
| |
podcasting |
a means of distributing audio and video programs via the internet that lets users subscribe to a number of files, also known as feeds, and then hear or view the materl at the time they choose |
| |
push strategy |
promotional strategy promotional strategy in which the producer uses advertising, personal selling, sales promotion and all other promotional tools to convince wholesalers and retails to stock and sell merchandise |
| |
pull strategy |
promotional strategy in which heavy advertising and sales promotion efforts are directed toward consumers so that they'll request the produts from retailers |
Share on Facebook
Share on MySpace