Marketing Chapter 9

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Author:
Kathlaen
ID:
101061
Filename:
Marketing Chapter 9
Updated:
2011-09-12 21:19:35
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marketing communications
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Description:
Marketing Communications; Engaging the Customer
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  1. Communication
    The exchange of info with others.
  2. Sender
    The creator or source of communication.
  3. Message
    The info a sender wishes to deliver to an audience.
  4. Communication Channel
    The method by which a sender delivers its message to its intended audience.
  5. Receiver
    In communication, the person or group for whom a message is intended.
  6. Encoding
    The step in the communication process where a sender of a message translates ideas into words or symbols.
  7. Decoding
    The step in the communication process where the receiver of a message translates the words & symbols in the message into meaningful ideas.
  8. Feedback
    The response a receiver of a message sends back to the sender of a message.
  9. Noise
    Any distractions or distortions that interfere with the steps of the communication process.
  10. Integrated Marketing Communications (IMC)
    The coordination of all of a co's communications to deliver a clear, consistent message about the co. and its products.
  11. Personal Selling
    A promotion tool that relies on presenting info during face-to-face or telephone meetings with one or more prospective customers.
  12. Sales Promotion
    A form of promotion that uses incentive programs, usually $, designed to encourage distr channel members to sell a product or customers to buy a product.
  13. Trade Sales Promotion
    Sales promotion effors aimed at distribution channel members.
  14. Consumer Sales Promotion
    Sales promotion efforts aimed at consumers or org buyers.
  15. Advertising
    Any paid form of nonpersonal communication or promotion about a co or its products that an identified sponsor generates and the media transmits.
  16. Publicity
    Nonpaid-for communication of info intended to bring a person, place, thing or cause to the notice of the public.
  17. Exposure
    Any news release, feature story, photo or other info published or broadcast in the media during a given period of time.
  18. Promotion Campaign
    Usually a short term marketing program intended to achieve one primary goal, like introducting a new product to a market.
  19. Response Hierarchy
    A sequence of possible responses customers typically move thru when exposed to promotions.
  20. AIDA Model
    A commonly used response hierarchy which defines 4 possible responses customers may display as a result of exposure to promotion: (1) Attention, or awareness, (2) Interest, (3) desire, and (4) Action.
  21. Image-building Promotion Campaign
    A type of promotion campaign intended to shape customer beliefs about a co or its products.
  22. Push Strategy
    A promotion strategy designed to provide distributors with an incentive to sell a product, in effect moving (pushing) the product thru the channel to customers.
  23. Pull Strategy
    Gives customers an incentive to buy the product, in effect "pulling" the product thru the channel.
  24. Combination Strategy
    A promotion strategy that uses elements of both push and pull strategies to create both distributor and customer demand for a co's product.
  25. Promotion Mix
    The specific blend of promotion tools that a co uses to promote its products or services.
  26. Special-Interest Media
    Media targeted to customers w/an interest in a particular topic such as homes & home improvement, money or retirement issues, and sports & recreation.
  27. Percentage of Sales Method
    A method of establishing a promotion budget in which the budget is based ona specified percentage of past or projected sales.
  28. Competitive Parity Method
    A method of establishing a promotion budget in which the budget is based on the budgets from one or more of a co's competitors.
  29. All-You-Can-Afford Method
    A method of establishing a promotion budget in which the budget is based ont he amount of available funds.
  30. Objective and Task Method
    A method of establishing a promotion budget in which the budget is based on promotion objectives and the cost of meeting those objectives.

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