OSHS Bus Ed-Chapter 1
Terms
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- integrated marketing communication (IMC)
- combines all promotional tools into one comphrehensive, unified promotional strategy
- interactive promotion
- allows marketers to go beyond a "monologue" where sellers work together to create mutually beneficial exchange relationsips
- viral marketing
- term now used to describe everything from paying people to saying positive things on the Internet to setting up multilevel selling schemes whereby consumers get commissions for directing friends to specific Web sites
- public relations
- the management function that evaluates public attitudes, changes policies and procedures in response to the public's requests, and executes a program of action and information to earn public understanding and acceptance
- word-of-mouth promotion
- people tell other people about products that they've purchased
- sales promotion
- the promotional tool that stimulates consumer purchasing and dealer interest by means of short-term activities
- trial close
- consists of a question or statement that moves the selling process toward the actual close
- product placement
- paying to put products into TV shows and movies where they will be seen
- blog
- Short for weblog; an online diary that looks like a Web Page but it easier to create and update by posting text, photos, or links to other sites
- push strategy
- producer uses advertising, personal selling, slaes promotion, and all other promotional tools to convince wholesalers and retailers to stock and sell merchandise in this strategy
- promotion mix
- combination of promotional tools an organization uses
- promotion
- an effort by marketers to inform and remind people in the target market about products, and to persuade them to parcticipate in exchange
- pull strategy
- heavy advertising and sales promotion efforts are directed toward consumes so that they'll request the products from retailers in this strategy
- infomercial
- a full length TV program devoted exclusively to promoting goods or services
- podcasting
- means of distributing audio and video programs via the Internet that lets user subscribe to a number of files,also known as feeds, and then hear or view the material at the time they choose
- publicity
- any information about an individual, product, or organization that's distributed to the public through the media and that's not paid for, or controlled by, them seller
- prospect
- person who meets the qualifiying criteria
- advertising
- paid nonpersonal communication through media by organizations and individuals
- sampling
- letting consumers have a small sample of the product for no charge
- personal selling
- the face-to-face presentation and promotion of goods and services