deca marketing PR

promotion

organic marketing

• type of WOM marketing

• occurs naturally when customers are satisfied w/ the business and tell others abt their satisfaction in normal conversation

shill marketing

employing ppl to pose as customers who are satisfied w/ a business’s products

• considered unethical and sometimes illegal

mail-response list

lists developed by businesses by purchasing other businesses’ house lists

house list

developed from a company’s own database consisting of past and current customers

compiled list

list that company purchases from a seller who originally used the info for other purposes

institutional promotion

aims to create a certain image of the company for the customer

product promotion

aims to persuade customers to buy a particular good or service

primary product promotion

aims to stimulate demand or desire for an entire class of goods or services

secondary promotion

used to stimulate demand for a specific brand of a product

push marketing strategy

when producers promote their products to intermediaries who then promote to the consumers (pushing to intermediaries → consumer)

pull marketing strategies

producers promote their products directly to the ultimate consumer (pulls demand for products from bottom - ultimate consumer - up)

public relations

function of business designed to establish and maintain positive relationships between the business and its various publics

amplified word of mouth strategy

involves business asking others to help spread the word about its products

point of sale marketing

marketing that occurs at the location where products are being sold to the final consumer

free-standing insert

piece of paper w/ marketing materials (coupons) in a newspaper or magazine

sweepstakes

type of contest where prizes are awarded to winners

• like giveaways

trade-in promotions

allow customers to trade in used products for cash or gift cards

specialty items

1) must have business’s name or logo

2) must be given away freely

3) should be useful item

remedy

a legal resolution, way to right a wrongdoing (cease-and-desist orders)

arbitration

neutral third party makes decisions about a contract dispute (an arbitrator comes in)

remand

sending a legal case back to the court so specific action can be taken

appropriation

legal action relating to invasion of privacy