chp 16 foundations of business

Promotion Mix

The combination of promotional tools used by an organization to communicate with its target market.

Integrated Marketing Communication (IMC)

A strategy that combines all promotional activities into a single, cohesive plan.

Target Market

A specific group of consumers that a business aims to reach with its products and marketing.

Promotional Budget

The amount of money allocated for promotional activities such as advertising and personal selling.

Unifying Message

A consistent message communicated across all promotional efforts to create a cohesive promotional strategy.

Public Relations

The practice of managing the spread of information between an organization and the public to create a positive image.

Email Marketing

A form of direct marketing that uses electronic mail to communicate commercial messages to a target audience.

Social Media Advertising

Promoting products or services through social media platforms to reach potential customers.

Online Advertising

Advertising placed on websites, search engines, or social media to engage with consumers who are online.

Digital Out-of-Home Advertising

Advertising delivered through digital screens in public spaces such as malls, airports, and transit stations.

Personal Selling

The direct interaction between a sales representative and a customer to facilitate a purchase.

Prospecting

The process of searching for potential customers or clients.

Qualifying

The process of determining whether a prospect meets certain criteria to be considered a potential buyer.

Consumer Relationship Management (CRM)

Strategies and technologies used by companies to manage and analyze interactions with customers.

Market Segmentation

The process of dividing a broad target market into subsets of consumers with common needs.