Marketing Essentials - Ch 17
Based on the 2009 text (the orange book).
Terms in this set (18)
Businesses use this to convince prospects to select their products or services instead of a competitor's brands.
Used to create a favorable image for a business, help it advocate for change, or take a stand on trade or community issues.
A form of nonpersonal promotion.
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.
Public Relations (PR)
These activities enable an organization to influence a target audience.
An announcement that is sent to the appropriate media outlets.
A tactic that public relations professionals use. It involves bringing new or newsworthy information about an organization to the public's attention.
A combination of strategies and a cost-effective allocation of resources.
A mix of personal selling, advertising, and buying discounts.
A mix of local and national advertising, in-store displays, sales promotion, and public relations.
Sales promotion activities designed to get support for a product from manufacturers, wholesalers, and retailers.
Sales strategies that encourage customers and prospects to buy a product or service.
Certificates that entitle customers to cash discounts on goods or services.
Low-cost items given to consumers at a discount or for free.They increase sales by building product loyalty and attracting new customers.
A strategy used by businesses to promote many products because they create customer excitement and increase sales. They are generally high-priced items earned and given away through contests or rebates.
Involve sales promotional arrangements between one or more retailers or manufacturers.
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