Chapter 16 Flashcards Preview

Marketing 300 - Principles of Marketing > Chapter 16 > Flashcards

Flashcards in Chapter 16 Deck (18):
1

Communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response.

Promotion

2

A plan for the optimal use of the elements of promotion: advertising, public relations, personal selling, sales promotion, and social media.

Promotional Strategy

3

A set of unique features of a company and its products that are perceived by the target market as significant and superior to the competition.

Competitive Advantage

4

The process by which we exchange or share meanings through a common set of symbols.

Communication

5

Direct, face to face communication between two or more people

Interpersonal Communication

6

The communication of a concept or message to large audiences.

Mass Communication

7

The originator of a message in the communication process.

Sender

8

The conversion of a sender's ideas and thoughts into a message, usually in the form of words or signs.

Encoding

9

A medium of communication - such as a voice, radio, or newspaper - for transmitting a message

Channel

10

Anything that interferes with, distorts, or slows down the transmission of information

Noise

11

The person who decodes a message

Receiver

12

Interpretation of the language and symbols sent by the source through a channel.

Decoding

13

The receiver's response to a message.

Feedback

14

The combination of promotional tools - including advertising, public relations, personal selling, and sales promotion - used to reach the target market and fulfill the organization's overall goals.

Promotional Mix

15

A model that outlines the process for achieving promotional goals in terms of stages of consumer involvement with the message: ATTENTION, INTEREST, DESIRE, ACTION.

AIDA Concept

16

The careful coordination of all promotional messages for a product or a service to ensure the consistency of messages at every contact point at which a company meets the consumer.

Integrated marketing communications

17

A marketing strategy that uses aggressive personal selling and trade advertising to convince a wholesaler or a retailer to carry and sell particular merchandise.

Push Strategy

18

A marketing strategy that stimulates consumer demand to obtain product distribution.

Pull Strategy