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Marketing Communications Mix: Understanding Promotion Tools and Strategies, Quizzes of Principles of Marketing

Definitions and explanations of various terms related to the promotion mix or marketing communications mix. Topics covered include advertising, sales promotion, personal selling, public relations, direct marketing, integrated marketing communications, buyer-readiness stages, personal communication channels, word-of-mouth influence, buzz marketing, nonpersonal communication channels, affordable method, percent-of-sales method, competitive-parity method, objective-and-task method, push strategy, and pull strategy.

Typology: Quizzes

2010/2011

Uploaded on 05/03/2011

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TERM 1
Promotion Mix (marketing communications
mix) (p. 402)
DEFINITION 1
the specific blend of promotion tools that the company uses
to persuasively communicate customer value and build
customer relationships
TERM 2
Advertising (p.
402)
DEFINITION 2
any paid form of nonpersonal presentation and promotion of
ideas, goods, or services by an identified sponsor
TERM 3
Sales Promotion (p.
402)
DEFINITION 3
short-term incentives to encourage the purchase or sale of a
product or service
TERM 4
Personal Selling (p.
402)
DEFINITION 4
personal presentation by the firm's sales force for the
purpose of making sales and building customer relationships
TERM 5
Public Relations (p.
402)
DEFINITION 5
building good relations with the company's various publics
by obtaining favorable publicity, building up a good
corporate image, and handling or heading off unfavorable
rumors, stories, and events
pf3
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Promotion Mix (marketing communications

mix) (p. 402)

the specific blend of promotion tools that the company uses to persuasively communicate customer value and build customer relationships TERM 2

Advertising (p.

DEFINITION 2 any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor TERM 3

Sales Promotion (p.

DEFINITION 3 short-term incentives to encourage the purchase or sale of a product or service TERM 4

Personal Selling (p.

DEFINITION 4 personal presentation by the firm's sales force for the purpose of making sales and building customer relationships TERM 5

Public Relations (p.

DEFINITION 5 building good relations with the company's various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events

Direct Marketing (p.

direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships TERM 7

Integrated Marketing Communications (IMC)

(p. 405)

DEFINITION 7 carefully integreateing and coordinating the company's many communications channels to deliver a clear, consistent, and compelling message about the organization and its products TERM 8

Buyer-Readiness Stages (p.

DEFINITION 8 the stages consumers normally pass through on their way to purchase, including awareness, knowledge, liking, preference, conviction, and purchase TERM 9

Personal Communication Channels (p.

DEFINITION 9 channels through whoch two or more people communicate directly with each other, including face to face, on the phone, through mail or e-mail, or even through an Internet "chat" TERM 10

Word-of-Mouth Influence (p.

DEFINITION 10 personal communication about a product between target buyers and neighbors, friends, family members, and associates

Objective-and-task method (p.416)

developing the promotion budget by defining specific objectives determining the tasks that must be performed to achieve these objectives estimating the costs of performing these tasks The sum of all these costs is the proposed promotion budget. TERM 17

Push strategy (p.

DEFINITION 17 a promotion strategy that calls for using the sales force and trade promotion to push the product through channels. The producer promotes the product to channel members who in turn promote it to final consumers TERM 18

Pull Strategy (p.

DEFINITION 18 a promotion strategy that calls for spending a lot on advertising and consumer promotion to induce that consumers to buy the product, creating a demand vacuum that "pulls" the product through the channel