Ch. 16 Marketing

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Ch. 16 Marketing
2011-05-01 17:03:40

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  1. impersonal, one—way mass communication about a product or organization that is paid for by a marketer
  2. a model that outlines the process for achieving promotional goals in terms of stages of consumer
    involvement with the message; the acronym stands for attention, interest, desire, and action.
    AIDA concept
  3. a medium of communication—such as a voice, radio, or newspaper—for transmitting a message
  4. the process by which meanings are exchanged or shared through a common set of symbols
  5. the unique set of features of a company and its products that are perceived by the target market as significant and superior to the competition
    competitive advantage
  6. blogs that are sponsored by a company or one of its brands and maintained by one or more of the company’s employees
    corporate blogs
  7. interpretation of the language and symbols sent by the source through a channel
  8. the conversion of a sender’s ideas and thoughts into a message, usually in the form of words or signs
  9. the receiver’s response to a message
  10. the careful coordination of all promotional messages for a product or a service to assure the consistency of messages at every contact point where a company meets the consumer
    integrated marketing communications (IMC)
  11. direct, face–to–face communication between two or more people
    interpersonal communication
  12. the communication of a concept or message to large audiences
    mass communication
  13. anything that interferes with, distorts, or slows down the transmission of information
  14. independent blogs that are not associated with the marketing efforts of any particular company or brand
    noncorporate blogs
  15. a purchase situation involving a personal, paid–for communication between two people in an attempt to influence each other
    personal selling
  16. communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response
  17. the combination of promotional tools—including advertising, public relations, personal selling, and
    sales promotion—used to reach the target market and fulfill the organization’s overall goals
    promotional mix
  18. a plan for the optimal use of the elements of promotion: advertising, public relations, personal selling, and sales promotion
    promotional strategy
  19. the marketing function that evaluates public attitudes, identifies areas within the organization the public may be interested in, and executes a program of action to earn public understanding and acceptance
    public relations
  20. public information about a company, product, service, or issue appearing in the mass media as a news item
  21. a marketing strategy that stimulates consumer demand to obtain product distribution
    pull strategy
  22. a marketing strategy that uses aggressive personal selling and trade advertising to convince a wholesaler or a retailer to carry and sell particular merchandise
    push strategy
  23. the person who decodes a message
  24. marketing activities—other than personal selling, advertising, and public relations—that stimulate consumer buying and dealer effectiveness
    sales promotion
  25. the originator of the message in the communication process