Marketing Chapters 13, 14, 15, and 17

Promotion Mix (marketing communications mix) (14)

Specific blend of promotion tools that the company uses to persuasively communicate customer value and build customer relationships

Advertising (14)

Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor

Sales Promotion (14)

Short-term incentives to encourage the purchase or sale of a productt/srevice

Personal Selling (14)

Personal presentation by the firm's sales force for the purpose of making sales and building customer relationships

Public Relations (14)

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

Direct Marketing (14)

Direct connections with carefully targeted individuals consumers to both obtain an immediate response and cultivate lasting customer realtionships

Integrated Marketing Communications (IMC) (14)

Carefully integrating and coordinating the company's many communication channels to deliver a clear, consistent, and compelling message about the organization and its products

Buyer-readiness Stages (14)

The stages consumers normally pass through on their way to a purchase: awareness, knowledge, liking preference, conviction, and purchase

Personal Communication Channels (14)

Channels through which two or more people communicated directly with each other, including face to face, on the phone, via mail or email, or even through internet chat

Word-of-mouth Influence (14)

Personal communications about a product between target buyers and neighbors, friends, family members, and associates

Buzz Marketing (14)

Cultivating opinion leaders and getting them to spread information about a product or service to others in their communites

Non-personal Communication Channels (14)

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

Affordable Method (14)

Setting the promotion budget at the level management thinks the company can afford

Percentage-of-sales Method (14)

Setting the promotion budget at a certain percentage of current or forecasted sales or as a percentage of the unit sales price

Competitive-parity Method

Setting the promotion budget to match competitor's outlays

Objective-and-task Method (14)

Developing promotion budget by: defining specific promotion objectives, determining the tasks needed to achieve these objectives, and estimating the costs of performing these tasks. The sum of these costs is the proposed promotion budget

Push strategy (14)

A promotion strategy that calls for using the sales force and trade promotion to push the product through channels. The producer promotes the product to channel members who in turn promote it to final consumers

Pull Strategy (14)

A promotion strategy that calls for spending a lot on consumer advertising and promotion to induce final consumers to buy the product, creating a demand vacuum that "pulls" the product through the cahnnel

Customer Database (ch 17)

An organized collection of comprehensive data about individual customers or prospects, including geographic, demographic, psychographic, and behavioral data

Direct-mail marketing (ch 17)

sending an offer, announcement, reminder, or other item to a person at a particular physical or virtual address

Catalog Marketing (ch 17)

print, video, or digital catalogs that are mailed to select customers, made available in stores, or presented online

Telephone Marketing (ch 17)

using the telephone to sell directly to customers

Direct-response television marketing (DRTV) (ch 17)

direct marketing via television, including direct-response tv advertising/infomercials and home shopping channels

Online Marketing (ch 17)

efforts to market products/services and build customer relationships over the internet

Internet (ch 17)

A vast public web of computer networks that connects users of all types around the world to each other and amazingly large information repository

Click-only companies (ch 17)

the dot-coms that operate online only and have no brick-and-mortar market presence

Click-and-mortar companies (ch 17)

traditional brick-and-mortar companies that have added online marketing to their operations

Business-to-consumer (B to C) online marketing (ch 17)

Business selling goods/services online to final consumers

Business-to-business (B to B) online marketing (ch 17)

Businesses using online marketing to reach new business customers, serve current customers more effectively, and obtain buying efficencies and better prices

Consumer to Consumer (C to C) online marketing (ch 17)

Online exchanges of goods/information between final consumers

Blogs (ch 17)

online journals where people post their thoughts, usually on a narrowly defined topic

Consumer-to-Business (C to B) online marketing (ch 17)

Online exchanges in which consumers search out sellers, learn about their offers, and initiate purchases, sometimes even driving transaction terms

Corporate/Brand Web Sites (ch 17)

a site designed to build customer goodwill, collect feedback, and supplement other sales channels rather then sell the company's products directly

Marketing Web Site (ch 17)

a site that engages consumers in interactions that will move them closer to a direct purchase or other marketing outcome

Online Advertising (ch 17)

advertising approach that appears while consumers are browsing the web, including display ads, search-related ads, online classifieds, and other forms

Viral Marketing (ch 17)

the internet version of word-of-moth marketing: Web sites, email, videos, or other marketing events that are so infectious that customers will want to pass them along to friends

Online Social Networks (ch 17)

Online social communities--blogs, social networking web sites, or even virtual worlds--where people socialize or exchange info and opinions

Spam (ch 17)

Unsolicited, unwanted commercial email messages

Advertising Objective (ch 15)

A specific communication task to be accomplished with a specific target audience during a specific period of time

Advertising Budget (ch 15)

The dollars and other resources allocated to a product or a company advertising program

Advertising Strategy (ch 15)

The strategy by which the company accomplishes its advertising objectives. It consist of: creating advertising messages and selecting advertising media

Madison & Vine (ch 15)

A term that has come to represent the merging of advertising and entertainment in an effort to break through the clutter and create new avenues for reaching consumers with more engaging messages

Creative Concept (ch 15)

The compelling "big idea" that will bring the advertising message strategy to life in a distinctive and memorable way

Execution Style (ch 15)

The approach style, tone, words, and format used for executing and advertising message

Advertising Media (ch 15)

The vehicles through which advertising messages are delivered to their intended audiences

Return on Advertising Investment (ch 15)

The net return on advertising investment divided by the costs of advertising investment

Advertising Agency (ch 15)

A marketing services firm that assists companies in planning, preparing, implementing, and evaluating all or portions of their advertising programs

Public Relations (ch 15)

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

Retailing

All the activities involved in eslling goods of services directly to final consumers for their personal, nonbusiness use.

Retailer

A business whose sales come primarilly from retailing.

Shopper marketing

Using in-store promotions and advertising to extend brand equity to "the last mile" and encourage favorable point-of-purchase decisions.

Specialty store

A retail store that carries a narrow product line with a deep assortment within that line.

Department store

A retail store that carries a wide variety of product lines, each operated as a separate department managed by specialist buyers or merchandisers.

Supermarket

A large, low-cost, low-margin, hich-volume, self-service store that carries a wide variety of grocery and household products.

Convenience store

A small store, located near a residential area, that is open long hours seven days a week and carries a limited line of high-turnover concenience goods.

Superstore

A store much larger than a regular supermarket that offers a large assortment of routinely purchased food products, nonfood items, and services.

Category killer

A giant specialty store that carries a very deep assortment of a particular line.

Service retailer

A retailer whose product line is actually a service; examples include hotels, airlines, banks, colleges, and many others.

Discount store

A retail operation that sells standard merchandise at lower prices by accepting lower margins and selling at higher volume.

Off-price retailer

A retailer that buys at less-than-regular wholesale prices and sells at less than retail.

Independent off-price retailer

An off-price retailer that is either independently owned and run or is a division of a larger retail corporation.

Factory outlet

An off-price retailing operation that is owned and operated by a manufacturer and normally carries the manufacturer's surplus, disontinued, or irregular goods.

Warehouse club

An off-price retailer that sells a limited selection of brand-name grocery items, appliances, clothing, and other goods at deep discounts to members who pay annual membership fees.

Corporate chains

Two or more outlets that are commonly owned and controlled.

Franchise

A contractual association between a manufacturer, wholesaler, or servie organization (franchisor) and independent businesspeople (franchisees) who buy the right to own and operate one or more units in the franchise system.

Shopping center

A group of retail businesses built on a site that is planned, developed, owned, and managed as a unit.

Wheel-of-retailing concept

A concept that suggests new types of retailers usually being as low-margin, low-price, low-status operations but later evolve into higher-price, higher-service operations, eventually becoming like the conventional retailers they replaced.

Wholesaling

All the activities involved in selling goods and services to those buying for resale or business use.

Wholesaler

A firm engaged primarily in wholesaling activities.

Merchant wholesaler

An independently owned wholesale business that takes title to the merchandise it handles.

Broker

A wholesaler who does not take title to goods and whose function is to bring buyers and sellers together and assist in negotiation.

Agent

A wholesaler who represents buyers or sellers on arelatively permanent basis, performs only a few functions, and does not take title to goods.

Manufacturers' sales branches and offices

Wholesaling by sellers or buyers themselves rather than through independent wholesalers.