Marketing Test 4

Integrated Marketing Communication (IMC)

The intentional coordination of every communication from a firm to a target customer to convey a consistent and complete message.

Promotion

Communicating information between the seller and potential buyer or others in the channel to influence attitudes and behavior.

Personal Selling

Direct spoken communication between sellers and potential customers, usually face-to-face or via digital meetings, allowing for immediate feedback.

Mass Selling

Communicating with large numbers of potential customers at the same time, primarily through advertising and publicity.

Sales Promotion

Promotion activities—other than advertising, publicity, and personal selling—that stimulate interest, trial, or purchase by final customers or others in the channel (e.g., coupons, samples, contests).

Informing (Objective)

Promotion designed to educate the target market, explaining how a product works, its features, and its benefits.

Persuading (Objective)

Promotion meant to convince the market to buy the firm's product rather than a competitor's, often trying to build a selective demand.

Reminding (Objective)

Promotion used to keep the product's name and benefits in the public's mind, especially during the maturity or decline stages of the product life cycle.

Direct-Response Promotion

A type of promotional communication designed to prompt an immediate response or action from the consumer, such as clicking a link, calling a number, or making a direct purchase.

Communication Process

The transfer of a message from a source to a receiver, traditionally consisting of a source, encoding, message channel, decoding, receiver, and feedback.

Encoding

The process of the source translating an idea into words, symbols, or gestures that convey the intended message.

Decoding

The process of the receiver translating and interpreting the message sent by the source.

Push Strategy

A promotion effort directed at channel members (like wholesalers or retailers) to secure their cooperation and convince them to carry and market the product to final consumers.

Pull Strategy

A promotion effort directed primarily at final consumers so that they demand the product from retailers, effectively "pulling" the product through the channel.

Order-Getting (Sales Task)

Seeking out potential buyers, establishing relationships, and using a well-planned sales presentation to sell a good, service, or idea.

Order-Taking (Sales Task)

The routine completion of sales to regular or established customers, focusing on maintaining the relationship and ensuring ongoing satisfaction.

Supporting (Sales Task)

Sales activities that aim to enhance the relationship with the customer and assist the order-getters/order-takers, rather than directly trying to secure an order.

Missionary Sales Rep

A supporting salesperson who works for a manufacturer, calling on intermediaries or influencers to stimulate goodwill, introduce new products, and train channel members.

Technical Specialist

A supporting salesperson who provides technical assistance and expertise to help order-getters explain complex features or applications to customers.

Customer Service

The post-sale support provided to customers to resolve problems, answer questions, and ensure satisfaction, which directly impacts customer retention and word-of-mouth.

Straight Salary

A compensation plan where salespeople are paid a fixed amount of money for a specific period, providing maximum security but minimal direct financial incentive to increase sales.

Straight Commission

A compensation plan based entirely on a percentage of sales volume or profit, providing the maximum financial incentive but minimal income security.

Salary Plus Commission

A hybrid compensation plan that combines a base salary with additional commission or bonus incentives, balancing income security with motivation.

Prepared Sales Presentation

A memorized, standardized presentation that follows a strict script, ensuring the company's message is delivered exactly as planned.

Consultative Selling

A need-satisfaction sales approach where the salesperson acts as a consultant, listening to the customer's needs first and then tailoring a solution to fit those needs.

Selling Formula

A sales presentation format that combines a prepared outline with flexibility, guiding the customer through a logical sequence of steps (like the AIDA model: Attention, Interest, Desire, Action) while adapting to customer responses.

Advertising

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

Advertising Media

The specific communication channels used to deliver advertising messages to a target audience (e.g., television, radio, print, digital/social media, billboards).

Institutional Advertising

Advertising designed to enhance a company's image, reputation, or relations, rather than promote a specific product.

Product Advertising

Advertising that focuses on selling a specific good or service.

Pioneering Advertising

Product advertising aimed at developing primary demand for a product category rather than a specific brand; typically used in the introduction stage of the product life cycle.

Competitive Advertising

Product advertising aimed at developing selective demand for a specific brand, often comparing its features directly or indirectly to competitors.

Reminder Advertising

Product advertising used to reinforce previous promotional activity and keep the brand name fresh in the consumer’s mind.

Public Relations (PR)

Any communication or activity designed to build and maintain a positive relationship between an organization and its various publics (customers, employees, investors, community).

Publicity

Any unpaid form of non-personal presentation of ideas, goods, or services, typically delivered through news coverage or word-of-mouth.

Paid Media

Promotional messages that an organization pays to place in a communication channel, such as traditional ads, pay-per-click digital ads, or sponsored content.

Owned Media

Promotional channels that a company controls and operates itself, such as its official website, blog, or brand social media pages.

Earned Media

Promotional messages or attention generated by third parties (like journalists, influencers, or customers) without direct payment, such as a news review, a viral tweet, or a customer review.

White Paper

An authoritative, in-depth guide or report that addresses a specific issue or explains a complex problem, used as a content format to establish thought leadership and generate business-to-business (B2B) leads.

Case Study

A content format that highlights a real-world success story, detailing how a specific customer used the company’s product or service to solve a problem.

Blog

A regularly updated website or web page run by an individual or company, written in an informal or conversational style to engage customers and improve search visibility.

Search Engine Optimization (SEO)

The process of designing and optimizing website content to improve its visibility and ranking in organic (unpaid) search engine results.