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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
