marketing test 2

Advertising

any paid form of non-personal promotion and presentation of ideas, goods, or services by an identified sponsor 

Sales Promotion

is a short-term incentive to encourage
the purchase or sale of a product or service (discounts, coupons, displays, etc)

Personal Selling

the personal interaction by the
firm’s sales force for the purpose of engaging customers, making sales, and building customer relationships

digital marketing 

includes all online & technology-enabled communications (search engines, social media, e-commerce) 

direct marketing

involves engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships

Public Relations

building good relations with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events

Integrated Market Communication (IMC)

involves carefully integrating and
coordinating the company’s many communications channels to deliver a clear, consistent, and compelling message about the organization and its products

ADIA Communication Model

get Attention, hold Interest, arouse Desire, obtain Action

Rational Appeal

relates to the audience’s self-interest

Emotional Appeal

an attempt to stir up positive or negative emotions to motivate a purchase or action

Moral Appeal

is directed to an audience’s sense of what is right and good

Personal Communication

involves 2 or more people communicating directly with each other (face-to-face, phone call, texting)

Non-personal communication

channels of media that carry messages without personal contact or feedback, including major media, atmospheres, and events

Affordable method

promotion budget set based on what management thinks the company can afford

percentage-of-sales

sets the promotion budget at a certain percentage sales or as a percentage of the unit sales price

competitive-parity

promotion budget established to to match competitors’ outlays

objective-and-task

develops the promotion budget by specific promotion objectives & the costs of tactics needed to achieve objectives

conversion

a target action you wish visitors to take (purchase products, engage with services, sign up for membership)

Online Advertising

is advertising that appears while consumers
are browsing online (display ads, search-related ads, interstitial ads, online classifieds, affiliate links)

SEO

Search Engine Optimization

SEM

Search Engine Marketing

direct-mail marketing

involves an offer, announcement, reminder, or other item to a person at a particular address

selling process: prospecting 

identifies qualified potential customers through referrals other customers, suppliers, dealers, or internet

selling process: qualifying 

involves identifying good customers and screening out poor ones by looking at
– Financial ability
– Volume of business
– Needs
– Location
– Growth potential

selling process: pre-approach

the process of learning as much as possible about a prospect, including needs, who is involved in the buying, and the characteristics and styles of the buyers

selling process: approach

the process where the salesperson meets and greets the buyer and gets the relationship off to a good start and involves the salesperson’s:
– Appearance
– Opening lines
– Follow-up remarks

selling process: handling objections

is the process where salespeople resolve problems that are logical, psychological, or unspoken

selling process: closing

the process where salespeople should recognize signals from the buyer—including physical actions, comments, and questions—to ask for a order and finalize the sale

selling process: follow-up

the last step in which the salesperson follows up after the sale to ensure customer satisfaction and repeat business.

sales promotion

refers to the short-term incentives to encourage purchases or sales of a product or service now

samples

coupons 

Omni-channel retailing

creates a seamless cross-channel buying experience that integrates in-store, online, and mobile shopping—creates a single shopping experience

Sales Professionals

• Create value for firms
• Manage relationships
• Gather & relay market
information
• Act on behalf of customers

Sales morale and performance can
be increased through

▪ Organizational climate
▪ Sales quotas
▪ Positive incentives