chapter 16 - promotions

qualifying

In the selling process, making sure that people have a need for the product, the authority to buy, and the willingness to listen to a sales message.

promotional mix

The combination of promotional tools an organization uses.

personal selling

The face-to-face presentation and promotion of goods and services.

sales promotions

The promotional tool that stimulates consumer purchasing and dealer interest by means of short-term activities.

word-of-mouth promotion

a promotional tool that involves people telling other people about products they've purchased

trial close

a step in the selling process that consists of a question or statement that moves the selling process toward the actual close

interactive promotion

promotion process that allows marketers to go beyond a monologue, where sellers try to persuade buyers to buy things, to a dialogue in which buyers and sellers work together to create mutually beneficial exchange relationships

publicity

public information about a company, product, service, or issue appearing in the mass media and is not controlled by the seller

prospecting

researching potential buyers and choosing those most likely to buy

viral marketing

the digital version of word-of-mouth marketing: videos, ads, and other marketing content that is so infectious that customers will seek it out or pass it along to friends

social media offers ____ communication between companies and customers.

2 way

infomercial

An advertising film which promotes a product in an informative and supposedly objective style.

podcasting

The distribution of audio or video files to personal computers or mobile devices such as smartphones.

pull strategy

a marketing strategy that stimulates consumer demand to obtain product distribution

push strategy

a marketing strategy that uses aggressive personal selling and trade advertising to convince a wholesaler or a retailer to carry and sell particular merchandise

prospect

a person who meets the qualifying criteria

television advertising

most expensive, reaches the most audience

businesses can attract new customers by coordinating their social media platform with their ____.

blogs

Integrated Marketing Communications (IMC)

combining all promotional tools into one unified promotional strategy

promotion

consists of all the techniques sellers use to motivate people to buy their products or services

public relations (PR)

Evaluates public attitudes, changes policies and procedures in response to the public, and executes a program of action and information to earn public understanding and acceptance.

advertising

Paid, non-personal communication through various media by organizations and individuals who are in some way identified in the advertising message.

product placement

Putting products into TV shows and movies where they will be seen

prospecting and qualifying process

lead generation

sampling

letting consumers have a small sample of the product for no charge

social media advertising

makes it possible for an organization to test ads and other promotions

when advertising using a search engine, marketers reach...

the people they most want to reach