Chapter 13 Flashcards
(26 cards)
promotion
communicating information between the seller and potential buyer or others in the channel to influence attitudes and behavior
personal selling
involves direct spoken communication between sellers and potential customers
mass selling
communicating with large numbers of potential customers at the same time-less flexible than personal selling, but can be less expensive, especially when the target market is large and scattered
publicity
any unpaid form of nonpersonal presentation of ideas, goods, or services (publicity people are paid)
sales promotion
refers to promotion activities-other than advertising, publicity , and personal selling-that stimulate interest, trial, or purchase by final customers or others in the channel
sales managers
concerned with managing personal selling-responsible for building good distribution channels and implementing place policies
advertising managers
manage their company’s selling effort-in television, newspapers, magazines, and other media-they choose the right media and develop ads
sales promotion managers
manage their company’s sales promotion effort-has independent status and reports directly to the marketing manager
public relations
communication with noncustomers, including the press, labor, public interest groups, stockholders ,and the government
integrated marketing communications
the intentional coordination of every communication from a firm to a target customer to convey a consistent and complete message
AIDA model
consists of four promotion jobs 1) to get attention 2) to hold interest 3) to arouse desire 4) to obtain action
communication process
a source trying to reach a receiver with a message
receiver
a potential customer
encoding
the source deciding what it wants to say and translating it into words or symbols that will have the same meaning to the receiver
decoding
the receiver translating the message
message channel
the carrier of the message
pushing
using normal promotion effort-personal selling, advertising, and sales promotion-to help sell the whole marketing mix to possible channel members
pulling
getting customers to ask intermediaries for the product
adoption curve
shows when different groups accept ideas-emphasizes the relations among groups
innovators
the first to adopt-eager to try a new idea and willing to take risks
early majority
avoids risk and waits to consider a new idea after many early adopters have tried it -and liked it
late majority
cautious about new ideas-often older and more set in their ways, less likely to follow early adopters
laggards
(non adopters) prefer to do things the way they’ve been done in the past and are very suspicious of new ideas-older and less well educated
primary demand
demand for the general product idea-not just for the company’s own brand
