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Marking exam number cuatro
same as title
139
Marketing
2nd Grade
11/20/2014

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Term
Integrated marking communication (IMC)
Definition
reperesents the promotion dimentsion of the four Ps; encompasses a variety of communication disciplines - general advertising, personal selling, sales promotion, public relation, direct marketing, and electronic media - in combination to provide clarity consistency, and maximum communicative impact
Term
sender
Definition
the firm from which an IMC message originates; the sender must clearly identified to the intended audience
Term
Transmitter
Definition
an agent or intermediary with which the sender works to develop the marketing communications; for example a firms creative department or an advertising agency
Term
encoding
Definition
the process of coverting the senders ideas into a message which could be verbal, visual, or both
Term
communication channel
Definition
the medium -print bradcast, the interne - that carries the message
Term
Receiver
Definition
The person who reads, hears, or seees and processes the information contained in the massage or advertisement
Term
Decoding
Definition
the process by which the receiver interprets the senders message
Term
Noise
Definition
Any interference that stems from competing messages, or a flaw in the medium; problem for all communication channels
Term
Feedback loop
Definition
allows the receiver to comunicate with the sender and thereby informs the sender wheter the message was receive and decoded properly
Term
Aida Model
Definition
A common model od rhe series of mental stages through which consumers move as a result of marketing communication awereness leads to interest which lead to desire which leads to action
Term
Brand awareness
Definition
Measures how many consumers in a market are familiar with the brand and what is stands for created through repeated exposures of the various brand elements (brand name, logo, symbol, character, packaging, or slogan) in the firms communication to consumers
Term
Aided recall
Definition
occurs when consumers recognize a name that has been presented to them
Term
Top-of-mind awareness
Definition
a prominent place in peoples memories that triggers a response without them having to put ant thought into it
Term
Lagged effect
Definition
a delated response to a marketing communication campaign
Term
Advertising
Definition
a paid form of communication from a identifiable source delivered through a communication channel and designed to persuade the receiver to take some action, now or in the future
Term
Receiver
Definition
The person who reads, hears, or seees and processes the information contained in the massage or advertisement
Term
Decoding
Definition
the process by which the receiver interprets the senders message
Term
Noise
Definition
Any interference that stems from competing messages, or a flaw in the medium; problem for all communication channels
Term
Feedback loop
Definition
allows the receiver to comunicate with the sender and thereby informs the sender wheter the message was receive and decoded properly
Term
Aida Model
Definition
A common model od rhe series of mental stages through which consumers move as a result of marketing communication awereness leads to interest which lead to desire which leads to action
Term
public relations
Definition
the organizational function that manages the firms communications to achive a variety of objectives including building and maintaining a positibe image, handling or heading off unfavorable stories or events and maintaining positive relationships with the media
Term
sales promotions
Definition
special incentives or excitment-building programs that encourage the purchase of a product or service such as coupons rebates, contests, free samples, and point-of-purchase display
Term
personal selling
Definition
the two way flow od communication between a buyer and a seller that is designed to influence the buyers purchase decision
Term
direct marketing
Definition
sales and promotional techinques that deliver promotional materials individually
Term
mobile marketing
Definition
marketing through wireless handheld devices
Term
blog
Definition
a web page that conatains periodic posts; corporate blogs
Term
Social media
Definition
media content used for social interaction sucj as youtube facebook and twitter
Term
objective and task method
Definition
and IMC budgeting method that determines the cost required to undertake specific tastks to accomplish communication objectives; process entails setting objectives, choosing media, and determining costs
Term
rule of thumb method
Definition
budgeting methods that base the IMC budget on either the firm's share of the market in relation to competition a fixed percentage of forecasted sales, or what is left after other opertaion costs and forecasted sales have been budgeted
Term
frequency
Definition
measure of how often the audience is exposed to a communication within a specific period of time
Term
reach
Definition
measure of consumers exposure to marketing communications; the percentage of the targer population exposed to a specific marketing communication, such as an advertisement, at least one
Term
gross rating points (GRP)
Definition
Measure used for various media advertising - print, radio, or television GRP = reach x frequency
Term
Search engine marketing
Definition
a type of web advertising whereby companies pay keywords that are used to catch consumers attentions while browsing a search engine
Term
Impressions
Definition
the number of times an advertisement appears in front of the user
Term
click through rates (CTR)
Definition
the number of times a user clicks on an online ad divided by the number of impressions
Term
relevance
Definition
in the context of search engine marketing (SEM) it is a metric used to determine how useful an advertisement is to the consumer
Term
return on investment
Definition
the amount of profit divided by the value of the investment. in the case of an advertisemtn the ROI is (the sales revenue generated by the ad - the ad's cost) the ad's cost
Term
advertising
Definition
a paid form of communication from an identifiable source, delivered through a communication channel and designed to persuade the receiver to take some action now or in the future
Term
advertising plan
Definition
a section of the firms overall marketing plan that explicitly outlines the objectives of the advertising campaighn, how the campaign might accomplish those objectives, and how the firm can determine whether the campaign was successful
Term
pull strategy designed to get consumers to pull the product into the supply chain by demanding it
Definition
push strategy designed to increase demand by motivating sellers - wholesalers, distributors, or salespeople - to highlight the product, rather than the products of competitors, and thereby push the product onto consumers.
Term
informative advetising
Definition
communivation used to create and build brnad awereness with the ultimate goal of moving the consumer through the buying cycle to a purchase
Term
persuasive advertising
Definition
communication used to motivate consumers to take actions
Term
reminder advertising
Definition
communication used to remind consumers of a product or to prompt repurchaseses especially for products that have gained market acceptance ad are in the muturity stage of ther life cycle
Term
product- forcused advertisement
Definition
ussed to inform, persuade, or remind consumers about a specific product or service
Term
institional advertisement
Definition
a type of advertisement that informs, persuades, or reminds consumers about issues related to places, politics, or an industry
Term
public serive advertising (PSA)
Definition
advertising that focuses on public welfare and generally is sponsered by nonprofict institutions, civic groups, religious organization, trade association, or political groups; a form of social marketing
Term
social marketing
Definition
the content distributed through online and mobile technologies to facilitate interpersonal interactions
Term
unique selling proposition (USP)
Definition
a strategy of differentiation a product by communication its unique attributes; often becomes the common theme or slogan in the entire advertising campaign
Term
informational appeal
Definition
used in a promotion to help consumers make purchase decision by offering factual information and strong arguments built around relevant issues that encourage them to evaluate the brand favorably on the basis of the key benefits it provides
Term
emotional appeal
Definition
aims to satisfy consumers emotional desires rather than their utilatatian needs
Term
media planning
Definition
the process of evaluating and selecting the media mix that will deliver a clear, consistent, compelling message to the intended audience
Term
media mix
Definition
the combination of the media used and the frequenct of advertising in each medium
Term
media buy
Definition
the actual purchase of airtime or print pages
Term
mass media
Definition
channel that are ideal for reaching large numbers of annonymous audience member; include national newspapers, magazines, radio, and television
Term
niche media
Definition
channels that are focused and generally used to reach narrow segments, often with unique demographic characteristics or interest
Term
advertising schedule
Definition
the specification of the timing and durations of advertising
Term
continuous scheduele
Definition
runs steadily throughout the year and therefore is suited to products and services that are consumed continually at relatively steady rates and that require a steady level of persuasive or reminder advertising
Term
flighting
Definition
an advertising scheduele implemented in spurts, with periods of heavy advertising followed by periods of no advertising
Term
pulsing
Definition
combines the continous and flighting schedueles by maintaining a base level of advertising intesity during certain periods
Term
Pretesting
Definition
assessment performed before an ad campaign is implemented to ensure that the various elements are working in an integrated fashion and doing what they are intended to do
Term
tracking
Definition
inlcudes monitoring key indicators, such as daily or weekly sales volume, which the advertisment is running to shed light on any prolems with the message or the medium
Term
posttesting
Definition
the evaluation of an IMC campaign impact after it has been implemented
Term
puffery
Definition
the legal exaggeration of praise, stopping just short of deception, lavished on product
Term
public relations
Definition
the organizational function that manages the firms communications to achive a variety of objectibes including building and maintaining a positive image, handling or heading off unfavorable stories or events, and maintaining positive relationships with the media
Term
sales promotion
Definition
special incentives or excitment-building programs that encourage the purchase of a product or service, such as coupons, rebates, contest, free samples, and point of purchase display
Term
coupons
Definition
provides a stated discount to consumers on the final selling price of a specific item; the retailer handles the discount
Term
premium
Definition
an item offered for free or at a bargain price to reward some type of behavior such as buying, sampling, or testing
Term
Contest
Definition
a brand-sponsored competition that requires some for of skill or effort
Term
sweepstakes
Definition
a form of sales promotion that offers prizes based on a chance drawing of entrants name
Term
sampling
Definition
offers potential customers the opportunity to try a product or service before they make a buying decision
Term
loyalty programs
Definition
specifically designed to retain customers by offerering premium or other incentives to customers who make multiple purchases over time
Term
point-of-purchase
Definition
a merchandise display located at the point of purchase, such as at the checout counter in a grocery store
Term
rebates
Definition
a consumer discount in which a portion of the purchase price is returned to the buyer in cash; the manufacturer, not the retailer, issues the refund
Term
product placement
Definition
inclusion of a product in nontraditional situations, such as in a scene in a movie or television program
Term
cross promotion
Definition
effort of two or more firms joining together to reach a specific target market
Term
personal selling
Definition
the two-way of communication between a buyer and a seller that is designed to influence the buyers purchase decision
Term
relationship selling
Definition
A sales philosophy and process that emphasizes a commitment to maintaining the relationship over the long term and investing in opportunities that are mutually beneficial to all parties
Term
leads
Definition
a list of potential customers
Term
qulify
Definition
the process of assesssing the potential of sales lead
Term
trade show
Definition
major events attended by buyers who choose to be exposed to products and services offered by potential suppliers in an industry
Term
cold calls
Definition
a method of prospcting in which salespeople telephone or go to see potential customers without appointments
Term
telemarketing
Definition
a method od prospecting in which salespeople telephone potential customers
Term
preapproach
Definition
in the personal selling process, occurs prior to meeting the customer for the first time and extends the qualification of leads procedure; in this step the salesperson conducts additional research and develops plans for meeting with the customer
Term
role playing
Definition
a good techinique for practicing the sales presentation prior to meeting with a customer; the salesperson acts out a simulated buying situation while a colleague or maager acts as the buyer
Term
closing the sale
Definition
obtaining a commitment from the customer to make a purchase
Term
sales management
Definition
involes the planning direction, and control of personal selling activities including recruiting selection, training, motivating, compensating, and evaluating, as they apply to the sales force
Term
company sales force
Definition
comprised of people who are employees of the selling company and are engaged in the selling process
Term
independent agent
Definition
salespeople who sell a manufacturers products on an extended contract basis but are not employees of the manufacturer; also known as munufacturers representatives or reps
Term
manufacturers representative
Definition
salespeople who sell a manufacturers products on an extended contract basis but are not employees of the manufacturer; also known as munufacturers representatives or reps
Term
reps
Definition
salespeople who sell a manufacturers products on an extended contract basis but are not employees of the manufacturer; also known as munufacturers representatives or reps
Term
order getter
Definition
a salesperson whose primary reponsibilities are identifying potential customers and engaging those customers in discussion to attempt to make a sale
Term
order taker
Definition
a salesperson whose primary responsibility is to process routine orders or reorders or rebuys for products
Term
sales support personnel
Definition
employees who enhance and help with a firms overall selling effort, such as by responding to the customer's tenical questions or facilitating repairs
Term
selling team
Definition
combination of sales specialist whose primary duties are order getting, order taking, or sales support but who work together to service important accounts
Term
salary
Definition
compansation in the form of a ficed sum of money paid at regular intervals
Term
commission
Definition
compasation or financial incentive for salespeople based on fixed percentage of their sales
Term
bonus
Definition
a payment made at managment's discration when the salesperson attains certain goasl; usually given only periodically, such as at the end of the year.
Term
sales contest
Definition
a short-term incentive designed to elicit a specific response from sales force
Term
social media
Definition
media content for social interaction such as youtibe, facebook, and twitter
Term
creators
Definition
hip, cool contributors who sit at the cutting edge and plan to stay there. social media give them new ways to post and share their creative, clever ideas
Term
bonders
Definition
social butterflies who use social media to enhance and expand their relationships which they consider all-imporatint in their lives
Term
professionals
Definition
people who are constatantly on the go, busy, and want to appear efficient with everything together, so they use social media to demostrate just how smart they are
Term
sharers
Definition
a type of consumer that uses social media and wants to help by being constantly well informaed so that they con provide genuine insights to others
Term
corporate blogs
Definition
a website created by a company and often used to educate customers
Term
professional blog
Definition
website written by people who review and give recommendations on products and services
Term
personal blogs
Definition
websites written by people that receive no products or remunerations for their efforts
Term
microblog
Definition
differs from a traditional blog in size. consists of short sentences, short videos, or individual images. twitter is an example of microblog
Term
gemification
Definition
the process of building customer loyalty through the offering of free apps
Term
sentiment analysis
Definition
a technique that allows marketing to analyze data from social media sites to collect consumer comments about comapanies and their products
Term
hits
Definition
a request for a file made by web browsers and search engines. hits are commonly misinterpreted as metric for websites success however the number of hits typically is much larger than the number of people visiting a website
Term
page views
Definition
the number of times an internet page gets viewed by any visitor
Term
bounce rate
Definition
the percentage of times a visitor leaves the website almost immediately, such as after viewing only one page
Term
click path
Definition
shows how users proceed through the information on a website - not unlike how grocery stores try to track the way shoopers move through their aisles
Term
conversion rates
Definition
percentage of consumers who buy a product after viewing it
Term
keyword analysis
Definition
an evaluation of what keywords people use to search on the internet for their products and services
Term
social reach
Definition
a metric used to determin to how many people a person influence (number of individuals in the persons social network such as facebook and linkin)
Term
influence
Definition
in a social media context; the extend to which the person influences other ( how much do the people in a persons network read that persons content)
Term
extended network
Definition
in social media, it is the total number of people a person or entity reaches or has influence over
Term
business ethic
Definition
refers to a branch of ethical study that examines ethical rules and principles whitin a commercial context, the various moral or ethical problem that might arise in a business setting and any special duties or obligations that apply to persons engaged in commerce
Term
marketing ethics
Definition
refers to those ethical problems that are specific to the domain of marketing
Term
ethical climate
Definition
the set of values within a marketing firm, or in the marketing division of any firm, that guide decision making and behabior
Term
corporate social responsibility
Definition
refers to the voluntary action taken by a company to address the ethic, social, and environmental impacts of its business operations and the concern of its stakeholders
Term
location privacy
Definition
a persons ability to move normally in public spaces with the expectation that his or her location will not be recorded for subsequent use
Term
globalization
Definition
refers to the processes by which goods, services, capital people, information and ideas flow across national borders
Term
trade deficit
Definition
results when a country imports more goods than it exports
Term
trade surplus
Definition
occurs when a country has a higher level of exports than imports
Term
gross domestic products (GDP)
Definition
defined as the market value of the goods and services produced by a country in a year; the most widely used standardized measure of output
Term
gross national income (GNI)
Definition
consists of GDP plus the net income earned from investments abroad (minus any payment made to nonresidents who contribute to the domaestic economy)
Term
infrastructure
Definition
the basic facilities services, and installations needed for a community or society to function, such as transportations systems, water and power lines and public institution like schools, post offices, and prison
Term
tariff
Definition
a tax levied on a good imported into a country
Term
duty
Definition
a tax levied on a good imported into a country
Term
quota
Definition
designates the maximum quantity of a product that may be brought into a country during a specific time period
Term
exporting
Definition
producing goods in one country and selling them in another
Term
franchising
Definition
a contractual agreement between a franchisor and a franchisee that allows the franchisee to oporate a business using a name and format developed and supported by the franchisor
Term
strategic alliances
Definition
a collaborative relationship between independent firms, thought the patnering firm s do not create and equity partnership; that is they do not invest in one another
Term
joint venture
Definition
formed when a firm entering a new market pools its resources with those of a loval firm to form a new company in which ownership, control, and profit are shared
Term
direct investment
Definition
when a firm maintains 100 percent ownership of its plants, operation facilities, and offices in foreign country, often through the formation of wholly owned subsidiaries
Term
glocalization
Definition
the porcess of firms standardizing their products globally, but using different promotional campaigns to sell them
Term
reverse innovation
Definition
when companies initially develop products for niche or underdeveloped markets, and then expands them into their original or home markers
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