Chapter 14: Engaging Consumers and Communicating Customer Value
Terms in this set (15)
promotion mix (marketing communications mix)
the specific blend of promotion tools that the company uses to persuasively communicate customer value and build customer relationships
any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor
Short-term incentives to encourage the purchase or sale of a product or service
Personal presentation by the firm's sales force for the purpose of making sales and building customer relationships
public relations (PR)
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
direct and digital marketing
engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships
creating, inspiring, and sharing brand messages and conversations with and among consumers across a fluid mix of paid, owned, earned, and shared channels
The stages consumers normally pass through on their way to a purchase: awareness, knowledge, liking, preference, conviction, and, finally, the actual purchase.
personal communication channels
Channels through which two or more people communicate directly with each other, including face to face, on the phone, via mail or e-mail, or even through an internet "chat"
the impact of the personal words and recommendations of trusted friends, associates, and other consumers on buying behavior
Nonpersonal communication channels
media that carry messages without personal contact or feedback, including major media, atmospheres, and events
setting the promotion budget at a certain percentage of current or forecasted sales or as a percentage of the unit sales price
selling the promotion budget to match competitors' outlays
A promotion strategy that calls for using the sales force and trade promotion to push the product through channels. The producer promotes the product to channel members who in turn promote it to final consumers.
a promotion strategy that calls for spending a lot on consumer advertising and promotion to induce final consumers to buy the product, creating a demand vacuum that "pulls" the product through the channel
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