uh marketing

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Author:
dariusnavy
ID:
160146
Filename:
uh marketing
Updated:
2012-06-27 09:35:28
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Description:
uh marketing
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  1. the combination of one or more of the communication tools used to inform, persuade, or remind prospective buyers
    promotional mix
  2. the concept  of designing marketing communications programs that coordinate all promotional activities to provide a consistent message across all audiences
    integrated marketing communications
  3. the process of conveying a message to others; it requires six elements: a source, a message, a channel of communication, a receiver, and the processes of encoding and decoding
    communication
  4. the process of having a sender transform an idea into a set of symbols
    encoding
  5. the process of having the receiver take a set of symbols, the message, and transform the symbols back into an idea
    decoding
  6. ensures messages are decoded properly
    pretesting
  7. extraneous factors that can work against effective communication by distorting a message or the feedback received
    noise
  8. and paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor
    advertising
  9. the two-way flow of communication between  a buyer and seller, often in a face-to-face encounter, designed to influence a person's or group's purchase decision
    personal selling
  10. a form of communication management that seeks to influence the feelings, opinions, or beliefs held by customers, potential customers, stockholders, suppliers, employees, and others about a company and its products or services
    public relations
  11. a nonpersonal, indirectly paid presentation of an organization, product, or service
    publicity
  12. a short-term offer designed to arouse interest in buying a  product or service
    sales promotion
  13. promotional element that uses direct comminication with consumers to generate a response in the form of an order, a request for further information, or a visit to a retail outlet
    direct marketing
  14. directing the promotional mix to channel members to encourage them to order and stock a product
    push strategy
  15. directing the promotional mix at ultimate consumers to encourage them to ask thhe retailer for the product
    pull strategy
  16. the sequence of stages a prospective buyer goes through: awareness, interest, evaluation, trial, and adoption
    hierachy of effects
  17. the consumer's ability to recognize and remember the product or brand name
    awareness
  18. an increase in the consumer's desire to learn aboutt some of the features of the product or brand
    interest
  19. the consumer's appraisal of the product or brand on important attributes
    evaluation
  20. the consumer's actual first purchase and ise of the product or brand
    trial
  21. through a favorable experience on the first trial, the consumer's repeated purchase and ise of the product or brand
    adoption
  22. the result of direct marketing offers that contain all the information necessary for a potential buyer to make a decision to purchase and complete the transaction
    direct orders
  23. the result og a direct marketing  offer designed to generate interest ina aproduc or a sevice and a request for additonal information
    lead generation
  24. the outcome of a direct marketing offer designed to motivate people to visit a business
    traffic generation

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