WEEK 4 Chapter 14 (14.1, 14.2, 14.3, 14.4)

groundswell

A social trend in which people use technology to get the things they need from each other, rather than from traditional institutions like corporation

media multitasking, or second screening

Consuming multiple forms of media simultaneously

cord-cutting

Consumers’ cancelling of their traditional cable subscriptions and instead relying on streaming services to provide televised entertainment

social media

Internet-based platforms that allow users to create their own content and share it with others who access these sites

brand ambassadors, or brand evangelists

Loyal customers recruited to communicate with and sell to other consumers for a brand they care a great deal about

social networks

Online platforms that allow a user to represent himself or herself via a profile on a website and provide and receive links to other members of the network to share input about common interests

brand community

A group of social network users who share an attachment to a product or brand, interact with each other, and share information about the brand

cosplay

Costume play; dressing up as characters from brands, movies, video games, books, and more

Facebook

A social networking site where users develop profiles and can choose to connect with a “friend”

Instagram

A social networking site dedicated to sharing photos and short-form videos

sponsored posts

Content brands pay celebrities to share through their personal accounts

YouTube

A free online video platform launched in 2005 and acquired by Google in 2006. Channels for both consumers and businesses are used by 1.68 billion worldwide

TikTok

A social networking site that hosts short videos lasting for 15 seconds or less, typically accompanied by music

Snapchat

A social networking site that allows users to share snaps—pictures and videos that are only available for a limited period of time. Lenses and Geofilters allow users to create photos with unique elements

Twitch

A social media site that is the most-used streaming platform for broadcasting video games and is used for videos from cooks, artists, vloggers, and musicians

Twitter

A free microblogging service that lets users post short text messages with a maximum of 280 characters

virtual worlds

Online, highly engaging digital environments where avatars live and interact with other avatars in real time

avatars

Graphic representations of users of virtual worlds

virtual goods

Digital products consumers buy for use in online contexts

social commerce

Consumer decision-making activities that occur in, or are influenced by, someone’s social network, particularly online

product review sites

Social media sites that enable people to post stories about their experiences with goods and services

location-based social networks

Networks that integrate sophisticated GPS technology that enables users to alert friends of their exact whereabouts via their mobile phones

augmented reality (AR)

A view of a physical, real world that is enhanced or altered by computer-generated sounds, videos, graphics, or GPS data

storytelling

The foundation of all communication, usually including characters, setting, plot, conflict, and resolution. Brand storytelling is practiced by marketers

short-form storytelling

Because consumers today prefer short messages, successful marketing communication often includes 15-second TV commercials, a tweet, a snap, a captionless Instagram post, or a TikTok clip

sales promotions

Programs designed to build interest in or encourage purchase of a product during a specified period

rebates

Sales promotions that allow the customer to recover part of the product’s cost from the manufacturer

frequency programs

Consumer sales promotion programs that offer a discount or free product for multiple purchases over time; also referred to as loyalty or continuity programs

premiums

Items offered free to people who have purchased a product

product sampling

Distributing free trial-size versions of a product to consumers

trade sales promotions

Promotions that focus on members of the “trade,” which include distribution channel members, such as retail salespeople or wholesale distributors, that a firm must work with to sell its products

merchandising allowance

Reimburses the retailer for in-store support of the product

case allowance

A discount to the retailer or wholesaler based on the volume of product ordered

forward buying

The questionable retailer practice of purchasing large quantities of a product during a discount period and not buying again until there is another discount

diverting

The retailer practice of buying a product at a promotional price and selling it after the promotional price has expired

co-op advertising

A sales promotion where the manufacturer and the retailer share the cost

trade shows

Events at which many companies set up elaborate exhibits to show their products, give away samples, distribute product literature, and troll for new business contacts

promotional products

Goodies such as coffee mugs, T-shirts, and magnets given away to build awareness for a sponsor. Some freebies are distributed directly to consumers and business customers; others are intended for channel partners, such as retailers and vendors

point-of-purchase (POP) displays

In-store displays and signs

push money

A bonus paid by a manufacturer to a salesperson, customer, or distributor for selling its product

personal selling

Marketing communication by which a company representative interacts directly with a customer or prospective customer to communicate about a good or service

partner relationship management (PRM)

Similar to a CRM, the PRM system allows both selling and buying firms to share some of their information

voice-over Internet protocol (VoIP)

Communication systems that use data networks to carry voice calls

Zoom-bombing

Uninvited guests showing up for a Zoom meeting

telecommute

Working with fellow employees from a distant location using Internet communication technology, such as VoIP, sometimes referred to as WFH or work from home

virtual office

The use of Internet technology to work and participate from a distant physical office

social selling

Using social media to engage in the selling process

account-based selling

The practice of choosing the best way to sell to B2B individual customers

order taker

A salesperson whose primary function is to facilitate transactions that the customer initiates

technical specialist

A sales support person with a high level of technical expertise who assists in product demonstrations

missionary salesperson

A salesperson who promotes the firm and tries to stimulate demand for a product but does not actually complete a sale

new-business salesperson

The person responsible for finding new customers and calling on them to present the company’s products

order getter

A salesperson who works to develop long-term relationships with particular customers or to generate new sales

team selling

The sales function when handled by a team that may consist of a salesperson, a technical specialist, and others

key accounts

Very large customer organizations with the potential for providing significant sales revenue

cross-functional team

A form of selling team where the team includes individuals from various areas of the firm

transactional selling

A form of personal selling that focuses on making an immediate sale with little or no attempt to develop a relationship with the customer

relationship selling

A form of personal selling that involves securing, developing, and maintaining long-term relationships with profitable customers

creative selling process

The process of seeking out potential customers, analyzing needs, determining how product attributes might provide benefits for the customer, and then communicating that information

prospecting

A part of the selling process that includes identifying and developing a list of potential or prospective customers

preapproach

A part of the selling process that includes developing information about prospective customers and planning the sales interview

approach

The first step of the actual sales presentation in which the salesperson tries to learn more about the customer’s needs, create a good impression, and build rapport

sales presentation

The part of the selling process in which the salesperson directly communicates the value proposition to the customer and invites two-way communication

close

The stage of the selling process in which the salesperson asks the customer to buy the product

follow-up

Activities after the sale that provide important services to customers

public relations (PR)

Communication function that seeks to build good relationships with an organization’s publics, including consumers, stockholders, and legislators

proactive PR

Public relations activities that are based on the company’s marketing objectives

publicity

Unpaid communication about an organization that appears in the mass media

crisis management

The process of managing a company’s reputation when some negative event threatens the organization’s image

public relations campaign

A coordinated effort to communicate with one or more of the firm’s publics

corporate activism, or social marketing

Marketing efforts meant to improve society by influencing stakeholders to change their behavior

press release

Information that an organization distributes to the media intended to win publicity

video news release (VNR)

Similar to a press release, information that an organization sends to the media in a film format

internal PR

PR activities aimed at employees of an organization

investor relations

PR activities, such as annual and quarterly reports, aimed at a firm’s investors

lobbying

Talking with and providing information to government officials to influence their activities relating to an organization

speech writing

Writing a speech on a topic for a company executive to deliver

corporate identity

Materials such as logos, brochures, building design, and stationery that communicate an image of the organization

media relations

A PR activity aimed at developing close relationships with the media

sponsorships

PR activities through which companies provide financial support to help fund an event in return for publicized recognition of the company’s contribution

special events

Activities—from a visit by foreign investors to a company picnic—that are planned and implemented by a PR department

guerrilla marketing

Marketing activity in which a firm “ambushes” consumers with promotional content in places they are not expecting to encounter this kind of activity

ambient advertising

Advertising placed where advertising isn’t normally or hasn’t ever been seen

buzz

Word-of-mouth communication that customers view as authentic

buzz marketing

Marketing activities designed to create conversation, excitement, and enthusiasm— that is, buzz—about a brand

tryvertising

Advertising by sampling that is designed to create buzz about a product

f-commerce

E-commerce that takes place on Facebook

brand polarization

The gap between good buzz and bad buzz

memes

Ideas with staying power that move from person to person competing for attention along the way. Memes are a tactic brands use

sock puppeting

A practice where a company executive or other biased source poses as someone else to plug a product in social media

paid influencer programs

Another form of sock puppeting in which bloggers are paid or rewarded in some way for attempting to start online conversations about a brand