Marketing Test

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Marketing Test
2010-05-10 17:37:12
Chapter Marketing Section

Chapter 18 marketing section #2
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  1. Promotional elements
    communicate with consumers a company can use one or more of 5 promotional alternatives
  2. 5 promotional elements
    • customized interaction
    • advertising
    • personal selling
    • public relations
    • sales promotion
  3. mass selling
    • used with groups of prospective buyers
    • -advertising, sales promotion and public relations use this
  4. customized interaction
    • personal selling uses customer interaction between a seller and a prospective buyer
    • -face-to-face, telephone, interactive electronic communication
  5. advertising
    any paid form of no personal communication about an organization, good, service or idea by an identified sponsor
  6. paid
    space for the advertising message normally must be bought, unless it is a PSA (public service announcement)
  7. non personal
    the component of advertising that involves mass media (TV, radio, magazines) which do not have an immediate feedback loop as does personal selling
  8. mass selling, payment
    fees paid for space or time, very efficient but has high costs and difficult to receive feedback
  9. personal selling
    • two-way flow of communication between a buyer and seller designed to influence a person's or group's purchase decision
    • -usually face to face communication between sender and receiver
  10. wasted coverage
    communication with customers who aren't in the target audience
  11. customized, interaction, payment
    fees paid to salespeople as either salaries or commissions, immediate feedback, very persuasive, can select audience and give complex information but very expensive and message can vary depending on salespeople
  12. public relations
    form of communication management that seeks to influence the feelings, opinions or beliefs held by customers, prospective customers, stockholders, suppliers, employees and other publics about a company and its products/services
  13. publicity
    non personal, indirectly paid presentation of an organization, good or service- news story, editorial, or product announcement
  14. indirectly paid
    company doesn't pay for space in a mass media but attempts to get medium to run a good story on the company
  15. mass selling, payment for PR
    no direct payments to media
  16. sales promotion
    short-term inducement of value offered to arouse interest in buying a good or service (coupons, rebates, samples, contests) - good for short run
  17. direct marketing
    • uses communication with consumers to generate a response in the form of an order, a request for further information or a visit to a retail outlet (face-to-face, direct mail, catalogs, telephone solicitaitons, online marketing)
    • messages can be prepared quickly and facilitates relationship with customer