Chapter 18 Flashcards

1
Q

Promotional mix (combination of 1+ communicational tools used to…)

A

1.inform perspective buyer about the benefits of the product
2. persuade them to buy it
3. remind them later about the benefits of product

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2
Q

Public relations (PR)

A

form of communication management that seeks to influence the feelings of options and beliefs’ held by customers, prospective customers, stockholders, suppliers, employees, and other public about a company and its products/ services

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3
Q

push strategy

A

manufacturer aims premotions to channel member to get them to order and stock product

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4
Q

pull strategy

A

The manufacturer aims promotion to consumers to get them to ask for the product from the intermediary (3rd party: wholesaler, retailer, dealership)

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5
Q

channel of communication

A

the means (for example,
a salesperson, advertising media, or public relations tools)
of conveying a message to a receiver during the
communication process.

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6
Q

communication

(6 elements)

A

process of conveying a message to others that requires 6 elements: a source, a message, a channel of communication, a receiver, and the process of encoding and decoding

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7
Q

source

A

a company or person who has information to convey during the communication process

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8
Q

message

A

consist of the information sent by a source to a receiver during the communication process

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9
Q

receivers

A

consist of consumers who read, hear, or see the
message sent by a source during the communication
process.

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10
Q

encoding

A

process of having the sender transform an
idea into a set of symbols during the communication
process.

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11
Q

decoding

A

process of having the receiver take a set of
symbols, the message, and transform them back to an idea
during the communication process.

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12
Q

response

A

in the feedback loop, is the impact the
message had on the receiver’s knowledge, attitudes, or
behaviors during the communication process.

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13
Q

advertising

A

any paid form of nonpersonal
communication about an organization, product, service, or
idea by an identified sponsor.

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14
Q

personal selling

A

consists of the two-way flow of
communication between a buyer and seller, often in a face-
to-face encounter, designed to influence a person’s, or
group’s purchase decision.

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15
Q

sales promotion

A

a short-term inducement of value
offered to arouse interest in buying a product or service.

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16
Q

direct marketing

A

a promotion alternative that uses
direct communication with consumers to generate a
response from consumers

17
Q

Introduction (a part of 4 stages of product life cycle)

A

inform customers about product

18
Q

growth (a part of 4 stages of product life cycle)

A

persuade to buy product

19
Q

maturity (a part of 4 stages of product life cycle)

A

maintain existing buyers

20
Q

decline (a part of 4 stages of product life cycle)

A

phase out from market