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Marketing Review: Chapter 17
Terms in this set (30)
is persuasive communication. Companies rely on promotion to inform people about their products and services. Companies also use promotional techniques to enhance their public image and reputation and persuade people that their products are valuable.
used by businesses to convince prospects to select its products or services instead of a competitor's brands.
is used to create a favorable image for a business, help it advocate for change, or take a stand on trade or community issues. Do not directly sell a product or service, these activities do foster a favorable image for the company, which in turn may help sales.
is a form of nonpersonal promotion. Companies pay to promote ideas, goods, services in a variety of media outlets. Advertising can be found everywhere, from magazines, newspapers, tv, and advertising, a company engages in a one-way communication to the prospect or customer.
There are five parts to the promotional mix and each plays a vital role in promoting businesses and their products: Personal Selling, Advertising, Direct Marketing, Sales Promotion, Public Relations
is a type of advertising directed to a targeted group of prospects and customers rather than to a mass audience.
represents all marketing activities-other than personal selling, advertising, and public relations- that are used to stimulate purchasing and sales. Objectives of Sale promotion: increase sales, inform potential customers about new products, and create a positive business or corporate image.
Public Relations (PR)
activities enable an organization to influence a target audience. PR campaigns try to create a favorable image for a company, its products, or its policies. Companies can rely on PR strategies and techniques for many reasons. Goal of PR is to cultivate media relations with reporters who cover a specific industry.
one of the most important media tools. I an announcement that is sent to the appropriate media outlets.
is one tactic that public relations professionals use. Publicity involves bringing news or newsworthy information about an organization to the public's attention.
a combination of strategies and cost-effective allocation of resources.
is used only with the next partner in the distribution channel. The manufactures pushes the product to the retailer. Main purpose is to convince a retailer to stock the products being promoted.
directs promotional towards consumers. This pull policy of promotion is designed to create consumer interest and demand.
are sales promotion activities designed to get support for a product from manufactures, wholesalers, and retailers. More money is spent on promoting to businesses than to consumers.
represent cash payments or discounts given by manufactures to wholesalers or retailers for performing activities to encourage sales.
a manufacture supports the retailer by helping to pay for the cost of advertising its product locally.
is a cash premium paid by a manufacture to a retailer to help the retailer cover costs of placing the manufacture's product on the shelves. Can range from few thousands to millions per product.
Sales Force Promotions
Are awards given to dealers and employees who successfully meet or exceed a sales quota. Vary from business to business, may include cash bounces or prizes.
Trade Shows and Conventions
showcase a particular line of products.
are sales strategies that encourage customers and prospects to buy a product or service. Support advertising, personal selling, and public relations.
are certificates that entitle customers to cash discounts on goods or services. Manufactures use coupons to introduce new products to enhance sales.
are low-cost items given to consumers at a discount or for free. They are designed to increase sales by building product loyalty, and attracting new customers
also known as price packs offer short-term price reductions that are marked directly on the label or package.
used by businesses to promote many products because they create customer excitement and increase sales. Are generally are higher-priced products earned and given away through contests, sweepstakes, and rebates.
is a free trial size of a product sent through the mail, distribution door-to-door, or given away at retail stores and trade shows.
The sponsoring company pays a fee for the right to promote itself and its products or services at or on a set location.
are also known as cross-promotion and cross-selling campaigns. these activities involve sales promotional arrangements between one or more retailers or manufactures.
is a consumer promotion that involves using a brand-name product in a movie, television show, sporting event, or even a commercial for another product.
Loyalty Marketing Products
also called Frequent buyer programs; reward customers for patronizing a company they continue to buy that brand or patronize that retailer even when they have others from which to choose.
they offer consumers incentives to continue to buy.
Point of purpose displays (POP)
are displays designed primarily by manufactures to hold and display their products. they are usually placed in high-traffic areas and promote impulse purchase. By exposing potential customers firsthand to a company's products, point-of-purchase displays stimulate sales and serve as in-store advertising.
This set is often in folders with...
CHAPTER 8 - Communication Skills
Chapter 18 Visual Merchandising
Chapter 17 Intro to Marketing
Chapter 18: Visual Merchandising
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