The part of
the marketing mix concerned with selecting the appropriate
techniques to sell a product to consumers.
The
establishment of an easily identifiable product image in the
minds of consumers.
A promotional
strategy in which a company aggressively pushes its product
through wholesalers and retailers, who then persuade customers
to buy it.
A promotional
strategy in which a company appeals directly to consumers, who
demand the product from retailers, who in turn demand the
product from wholesalers.
The
combination of promotional tools used to sell a product
Any form of
paid nonpersonal communication used by an identified sponsor to
persuade or inform certain audiences about a good, service, or
idea.
An advertising
strategy that is aimed at developing an awareness of the company
and its product among potential buyers.
An advertising
strategy that is aimed at influencing consumers to buy a
company's products rather than the products of its rivals.
An advertising
strategy in which two or more similar products are compared
directly.
An advertising
strategy aimed at keeping the product's name in the consumer's
mind.
The specific
communication device that is used to carry a firm advertising
message to potential consumers.
Advertisements
mailed directly to consumers' homes or places of business.
The
combination of media that a company uses to advertise its
products.
Advertising
that promotes a specific brand.
Advertising
that promotes a particular candidate or cause.
Advertising
used in industrial markets to reach purchasing agents and
managers who buy raw materials or components.
Advertising
done by retailers to reach end users of consumer products.
Advertising
whose cost is shared by a manufacturer and a retailer or
wholesaler.
Advertising
used to allow a firm to communicate with the companies that
distribute its products.
Advertising
that promotes a firm long&-term image.
The
advertising industry's self&-regulation board; investigates
complaints against national advertisers.
A promotional
technique that uses person&-to&-person communication
to sell products.
The use of the
telephone to carry out many marketing activities, including
sales and research.
Selling
products to consumers for their own use or for household use.
Selling
products to other businesses, either for the purpose of
manufacturing other products or for resale.
In personal
selling, the process of receiving an order and following through
on the handling and delivery of that order.
In personal
selling, the use of techniques designed to persuade a customer
to buy a product when the benefits of that product are not
readily apparent or when the item is very expensive.
In personal
selling, the promotion of a particular company.
In personal
selling, the process of identifying potential customers.
In personal
selling, the process of determining whether or not prospects
have the authority and the ability to pay for a product.
In personal
selling, the part of the process in which the salesperson asks
the prospective customer to buy the product.
A sales
promotion technique featuring a certificate that entitles the
bearer to a stated savings off a product's regular price.
display A
sales promotion technique in which a product display is located
in a retail store in such a way as to stimulate sales.
A sales
promotion technique in which some item is offered free or at a
bargain price in return for buying a specified product or a fee
paid to an insurance company in return for the insurance
company's acceptance of a certain risk.
A sales
promotion technique in which the various members of an industry
rent booths at an industry show to display and demonstrate their
products to consumers who have a special interest in the
products or who are ready to buy.
Communication
to the public (usually through the mass media) about a product
or firm. The firm has no control over the content of the
message.
All
promotional activities directed at building good relations with
various sectors of the population.
