Term
| promotion mix (marketing communications mix) |
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Definition
| the specific blend of promotion tools that the company uses to persuasively communicate customer value and build customer relationships |
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Term
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Definition
| any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor |
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Term
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Definition
| short-term incentives to encourage the purchase or sale of a product or service |
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Term
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Definition
| personal presentation by the firm's sales force for the purpose of making sales and building customer relationships |
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Term
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Definition
| 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 |
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Term
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Definition
| direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships |
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Term
| integrated marketing communications (IMC) |
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Definition
| carefully integrating and coordinating the company's many communications channels to deliver a clear, consistent, and compelling message about the organization and its products |
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Term
| personal communication channels |
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Definition
| channels through which 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" |
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Term
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Definition
| personal communication about a product between target buyers and neighbors, friends, family members, and associates |
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Term
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Definition
| cultivating opinion leaders and getting them to spread information about a product or service to others in their communities |
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Term
| nonpersonal communication channels |
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Definition
| media that carry messages without feedback, including major media, atmospheres, and events |
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Term
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Definition
| setting the promotion budget at the level management thinks the company can afford |
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Term
| percentage-of-sales method |
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Definition
| setting the promotion budget at a certain percentage of current or forecasted sales or as a percentage of the unit sales price |
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Term
| competitive-parity method |
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Definition
| setting the promotion budget to match competitors' outlays |
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Term
| objective-and-task method |
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Definition
| developing the promotion budget by (1) defining specific objectives, (2) determining the tasks that must be performed to achieve these objectives. and (3) estimating the costs of performing these tasks. The sum of these costs is the proposed promotion budget |
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Term
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Definition
| 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 |
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Term
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Definition
| a promotion strategy that calls for spending a lot on advertising and consumer promotion to induce final consumers to buy the product, creating a demand vacuum that "pulls" the product through the channel |
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Term
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Definition
| the stages consumers pass through on their way to purchase including awareness, knowledge, liking, preference, conviction, and purchase |
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