marketing test 4

citizen and public actions to regulate marketing (ch 4 #4)

1. Consumerism: people think consumers shouldn't be seen as victims, they have responsibility to protect themselves and be cognizant of what is going on. 2. Environmentalism: groups ask about sustainability and Macroenvironmental trend of caring about the environment. 3. Legislation: if really passionate, up to you to do something about it.

4E framework for social media (ch 3 #1)

1. Excite: mobile apps/games relevant to the product and make it personal. buzz and gamification 2. Educate: easy with social media, remind people what they already know. 3. Experience: platform to share experience ex. Trial of a software, iTunes previews, etc. 4. Engage: forming a relationship/commitment, positively engaged customers are more profitable, ultimately what companies are trying to do.

Steps in Personal selling process (ch 19 #4)

1. Generate and Qualify Leads (potential customers) 2. preapproach 3. sals presentation and overcoming respervations 4.closing the sale 5.follow up

the steps when planning an ad campaign (ch 18 #2)

1. Identify target audience. 2. Set Advertising Objectives 3. Determine Advertising Budget - huge part. 4. Convey the Message 5. Evaluating and Select Media 6. Create Advertisements. 7. Assess Impact Using Marketing Metrics

social engament process (ch 3 #2)

1.listen: listen to learn about the customers and what they have to say, sentiment analysis 2.analyze: Traffic over various areas of social media: Where would we be a hit, what people are saying (hits and page views)Unique visitors to the site. Customer Tracking (bounce rate, click paths, etc), keyword analysis 3.do: use this info to generate business and revenue, things company does or doesn't do

AIDA mental stages

Awareness: ability to recognize or recall a brand name is a particular retailer/product/service. 1. Aided recall: if you see it, you'll know it (ex. multiple choice tests). 2. Top of Mind: higher level of awareness, company comes to mind first. Interest: once consumers made aware, communication works to create interest. investigation of product Desire: from "I like the product" to "I want the product" Action: of buying the product, ultimate goal = purchase.

government actions (ch 8 #1)

Can government control groups with some power? Barriers to Entry: a. Tariff: used to reduce products bought from disliked country. b. Quota: limiting supply, could increase price. c. Trade Agreement: make trade easier, get rid of tariffs and quotas.

niche media (ch 18 #9)

Channels that are focused and generally used to reach narrow segments, often with unique demographic characteristics or interests. narrowcasting. Includes specialty channels or magazines. Ex. McDonalds billboard in a neighborhood.

What must firms consider when setting an advertising budget? (ch 18 #6)

Considerations: i. Role advertising plays in IMC strategy. ii. Product life cycle: where you are affects how much advertising needed. iii. Nature of product/market: is it competitive? How much

examples of issues for companies falling within the scope of corporate social responsibility (ch 4 #1)

Environmental concerns (coke commercial): amount of waste, deforestation, cutting down greenhouse gases, recycling. labor issues

How do companies motivate and compensate salespeople? (ch 19 #10)

Financial Rewards i. Salary + commission 1. Lower salary = higher commission 2. Higher salary = lower commission ii. Bonuses if team hits an overall number, put in salary for the year. iii. Sales contests with prizes. Nonfinancial Rewards i. Recognition, days off free trips.

new communication realities (ch 17 #2)

Fragmentation (markets are segmented) Information Technology (speeding info through segments) Model Shift :Less Broadcasting: mass-marketing, one communication to masses. More narrowcasting: looking at niche markets and micromarketing. (politicians in different zip codes)

economic analysis (ch 8 #1)

General economic environment: level of imports vs. outputs/trade deficit vs. trade surplus, GDP. Market Size and Population Growth Rate: potential for more customers, riskier with less developed nations, population shift. Evaluating real income: lowering prices to fit the income.

high prices (ch 4 #3)

High costs of distribution: each component of the supply chain it touches increases the price, the longer it takes the more expensive it is. Efficient supply chains help cut prices High costs of advertising/promotion: increases cost for consumers, but adds legitimacy and a hedonistic state, feeling good about affording a product people know about. Overall excessive markups: can be high, but must take in R&D, employee pay, etc. what you paid for vs what it cost to make

social media (ch 3)

Media content used for social interactions such as YouTube (media sharing sites), blogs (through sharing sites), Facebook (social network), and Twitter (building connections and sharing information). What is imperative of a well-designed version? a clear call to action (share this, post this, use this hashtag, go to this website, etc.)

What is important to keep in mind in terms of global segmentation, targeting, and positioning? What makes this so? (ch 8 #3)

Much more complicated than local STP due to cultural nuances (culture you must be very involved with to understand), subcultures within each country (regional cultures need different marketing strategies), and consumers view products and role as consumers differently.

sociocultural analysis (ch 8 #1)

Power Distance: are people willing to accept social inequality, is it natural or unacceptable? Uncertainty Avoidance: is society more structured or chaotic. Individualism: dependence to groups or just the one country? Masculinity: are women equal or men dominant? time orientation

How does IMC relate to the 4Ps? (ch 17 #1)

Represents the promotion dimension of the four Ps.

Marketers connect social media and advertising by utilizing what strategies?

Retargeting: ads pop up on Facebook that I looked at before Behaviorally targeting: predictive advertising, predict products you would be interested in

ethical climate

The set of values within a marketing firm, or in the marketing division of any firm, which guide decision making and behavior.

Infrastructure and technology (ch 8 #1)

Transportation System: how to transport the goods... refrigeration? Distribution Channel: deliver product sin timely manner. Communication Systems: allow customers to find information about products and services. Commerce (commercial systems and foundations): consists of banking, legal and regulatory systems.

Identifying the target audience (ch 18 #3)

Understand who they are trying to reach through research, must know who they're reaching to know how to effectively advertise to this market. It's important in order to find the best way to advertise and spark interests.

Cultural imperialism (ch 4 #2)

When you think your culture is better than another, going into other areas of the world and taking over and making your culture the right one there.

strategic alliance

a collaborative relationship between independent firms, though the parenting firms do not create an equity partnership; that is, they do not invest in one another Companies remain separate but become partners. Work together/collaborate to best serve all customers worldwide.

AIDA model (ch 17 #7)

a common model of the series of mental stages through which consumers move as a result of marketing communications: Awareness leads to Interests, which lead to Desire, which lead to Action. model of the series of mental states through which consumers move as a result of marketing communications: suggests Awareness leads to Interests, which lead to Desire, which leads to Action.

franchising/franchisor/frachisee (ch 8 #2)

a contractual agreement between a franchisor and a franchisee that allows the franchisee to operate a business using a name and format developed and supported by the franchisor. Give someone legal right to sell products under your name, done in other countries.

lagged effect (ch 17 #8)

a delayed response to a marketing communication campaign. seeing a communication message and waiting on it. Ex. Knowing what car you want but waiting until more financially stable. Important to understand because how does the company know if the message was received or correctly received? The consumers could just be waiting or need more exposure to create excitement.

role playing

a good technique for practicing the sales presentation prior to meeting with a customer; the salesperson acts out a simulated buying situation while a colleague or manager acts as the buyer.

leads

a list of potential customers.

point of purchase

a merchandise display located at the point of purchase, such as at the checkout counter in a grocery store.

cold calls

a method of prospecting in which salespeople telephone or go to see potential customers without appointments.

telemarketing

a method of prospecting in which salespeople telephone potential customers.

social reach (ch 3 #3)

a metric used to determine to how many people a person influences (ex. Number of individuals in the person's social networks such as Facebook and LinkedIn). marketers developed to assess individual social media effectiveness/equity

advertising (ch 18 #1)

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. i. Paid and identifiable source. ii. Persuasive, now and future. iii. Most visible element of IMC. iv. Generate awareness/interest. v. Impersonal vi. Tools: broadcast, print ads, internet, outdoors (billboards, taxis) Word-of-mouth marketing is marketing but not advertising.

bonus

a payment made at management's discretion when the salesperson attains certain goals; usually given only periodically, such as at the end of the year.

locational privacy (ch 4 #5)

a person's ability to move normally in public spaces with the expectation that his or her location will not be recorded for subsequent use

locational privacy

a person's ability to move normally in public spaces with the expectation that his or her location will not be recorded for subsequent use.

top of mind awareness (ch 17 #7)

a prominent place in people's memories that triggers a response without them having to put any thought into it.

hits (ch 3 #2)

a request for a file made by web browsers and search engines. commonly misinterpreted as a metric for website success, however the number of them typically is much larger than the number of people visiting a website.

relationship selling

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.

order getter (ch 19 #7)

a salesperson whose primary responsibilities are identifying potential customers and engaging those customers in discussions to attempt to make a sale. making order actually happen, not needed for routine buyer.

order taker (ch 19 #7)

a salesperson whose primary responsibility is to process routine orders or reorders or rebuys for products.

advertising plan

a section of the firm's overall marketing plan that explicitly outlines the objectives of the advertising campaign, how the campaign might accomplish those objectives, and how the firm can determine whether the campaign was successful.

sales contest

a short-term incentive designed to elicit a specific response from the sales force.

Unique selling Proposition (ch 18 #7)

a strategy of differentiating a product by communicating its unique attribute; often becomes the common theme or slogan in the entire advertising campaign. communicates products unique attributes to differentiate product, often a common theme or slogan in the entire advertising campaign that withstands time. Ex. Red Bull...Gives you Wings.

tariff/duty

a tax levied on a good imported into a country, also called a duty.

sentiment analysis (ch 3 #2)

a technique that allows marketers to analyze data from social media sites to collect consumer comments about companies and their products.

institutional advertisements (ch 18 #5)

a type of advertisement that informs, persuades, or reminds consumers about issues related to places, politics, or an industry. informs, persuades, and reminds about any issue related to politics, industry, and geographic industry. 1. PSA: betterment of society, sponsored by nonprofits, typically free. (smokey the bear) (social marketing: behavior and attitude change) 2. Ex. Got Milk? Encourages milk consumptions through the celebrities.

search engine marketing (ch 17 #12)

a. Impressions: number of times online ad appears in front of you b. Click through rates: low numbers c. Relevance: does it make sense to be there a type of web advertising whereby companies pay for keywords that are used to catch consumer's attention while browsing a search engine.

personal selling as a career (ch 19 #2)

a. Lifestyle: out on their own, flexible from planning own day, rely on virtual offices b. Variety: every day is different clients, places, and problems. c. Lucrative: amongst the higher paying careers, often including perks. d. Visible: and measureable to promotions are easy when earned.

what affects global communication (ch 8 #7)

a. Literacy rates, language (and language variations), culture/region.

What is entailed in the process of creating advertisements (ch 18 #11)

a. Message translation: message becomes visual/auditory elements. b. Execution style for the ad dictates the type of medium used to deliver the message. c. Creativity is important but shouldn't overshadow message.

When recruiting salespeople, what do companies look for in an individual? (ch 19 #8)

a. Personality: have to be sociable, engage in conversation, represent brand. b. Optimism: you will hear "no" a lot. c. Resilience: keep trying. d. Self-Motivation: b/c a lot of freedom. e. Empathy: care for customers.

What is important for marketers to understand when it comes to how consumers perceive communications? (ch 17 #6)

a. Receivers Decode Messages Differently Messages decoded in each consumer's way, not necessarily how sender intends. Ex. A user of product may convey satisfaction, but one who is dieting and cannot purchase ex. Soda may feel dismay. b. Senders Adjust Messages According to the Medium and Receivers' Traits: Adjustments made depending on communication with supplies, shareholders, customers, public and their segments.

How do companies evaluate salespeople (ch 19 #11)

a. Rewards Structure: what are they based on? Must be reflective of performance b. Objective or Subjective: i. Subjective: sales manager likes way someone is working in a group setting, how a person is doing. ii. Objective: if they close a deal, usually more understood.

types of methods used to plan a marketing communications budget (ch 17 #10)

a. Rule of Thumb Methods (easier but not best) Affordable Method, percentage of sales method, competitive parity method b. objective and task method (best but most difficult)

How is value added by personal selling? (ch 19 #3)

a. Salespeople: i. Educate/provide advice, knowledgeable in product they're selling, helps customers save time and simplify buying. ii. Build relationships to make it difficult to say "no" to them in the future.

What are the ethical and legal issues involved in personal selling?(ch 19 #12)

a. Salesperson and Customer: selling things people don't really need without full information to reach quotas. b. Sales Manager and Sales Force: Sales manager treats everyone the same, fairly and equally, without discrimination or favoritism. c. Sales Force and Corporate Policy: learn protocols. i. Sometimes salesperson's beliefs and firm's beliefs are not aligned. ii. Policy to only disclose certain things to customers. d. All of them

global distribution strategies (ch 8 #6)

a. Seller's HQ (supervising all channels and is a channel itself). b. Channels between nations (crossing borders) c. Channels within nations (from border to final customer). d. Intermediares: numbers and types of intermediaries e. Retail Units Abroad: size and characteristics of shops.

What is involved in sales training? (ch 19 #9)

a. Selling and Negotiation Techniques b. Products/Service Knowledge c. Pertinent Technologies, using as well as selling. d. Time management and territorial management e. Company Policies and Procedures: proper protocol

the types of product or service strategies a global firm can utilize (ch 8 #4)

a. Straight product extension: Sell the same product or service in both the home country market and the host country. b. Product Adaptation: Sell a product or service similar to that sold in home country buy include minor adaptions. c. Product invention: Sell totally new products or services.

global pricing strategies (ch 8 #5)

a. Take into account transparency b. Legislation: rules in place that can affect competition and pricing strategies. c. Economic condition of the country and its wealth. d. Competitive Factors: who's already there, what pricing strategy already exists.

Advertising objectives (ch 18 #4)

a. based on the overall objectives of the marketing program and clarify the specific goals that ad is designed to accomplish. b. Create advertising plan: clarify goal and how to measure and accomplish it, and determines if campaign was successful. c. Strategies: push vs. pull. d. Overall Objective: do you want to... Inform, persuade or remind

lift

additional sales caused by advertising.

public service advertising (PSA) (ch 18 #5)

advertising that focuses on public welfare and generally is sponsored by nonprofit institutions, civic groups, religious organizations, trade associations, or political groups; a form of social marketing.

emotional appeal (ch 18 #8)

aims to satisfy consumers' emotional desires rather than their utilitarian needs. how you sell the message, consumer's emotional desires rather than needs. Emotions include fear, safety, humor, love, etc.

objective and tasks methods

an IMC budgeting method that determines the cost required to undertake specific tasks to accomplish communications objectives; process entails setting objectives, choosing media, and determining costs.

flighting (ch 18 #10)

an advertising schedule implemented in spurts, with periods of heavy advertising followed by periods of no advertising Periods of advertising followed by none, for products where demand fluctuates, ex. Seasonal goods.

transmitter (ch 17 #5)

an agent or intermediary with which the sender works to develop the marketing communications; for example, a firm's creative department or an advertising agency. encodes message: taking ideas and targeting them towards a person to make them more appealing working through a creative department/advertising agency.

keyword analysis (ch 3 #2)

an evaluation of what keywords people use to search on the internet for their products and services.

premium

an item offered from free or at a bargain price to reward some type of behavior, such as buying, sampling, or testing.

noise (ch 17 #5)

any interference that stems from competing messages, a lack of clarity in the message, or a flaw in the medium; a problem for all communications channels. why consumer doesn't receive message, can be from competing messages, lack of clarity, flaw in medium, etc.

pretesting (ch 18 #12)

assessments 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.

rule of thumb methods

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 operative costs and forecasted sales have been budgeted.

mass media (Ch 18 #9)

channels that are ideal for reaching large numbers of anonymous audience members; include national newspapers, magazines, radio, and television

selling teams

combinations of sales specialists whose primary duties are order getting, order taking, or sales support but who work together to service important accounts.

cause-related marketing

commercial activity in which businesses and charities form a partnership to market an image, a product, or a service for their mutual benefit; a type of promotional campaign.

informative advertising (ch 18 #4)

communication used to create and build brand awareness with the ultimate goal of moving the consumer through the buying cycle to a purchase generate awareness, typically introductory phase.

persuasive advertising (ch 18 #4)

communication used to motivate consumers to take action. growth/maturity stage, motivate consumers to take action.

reminder advertising (ch 18 #4)

communication used to remind consumers of a product or to prompt repurchases, especially for products that have gained market acceptance and are in the maturity stage of their life cycle. still out there, prompt repurchase, mature stage.

salary

compensation in the form of a fixed sum of money paid at regular intervals.

commission

compensation or financial incentive for salespeople based on a fixed percentage of their sales.

company sales force (ch 19 #6)

comprise of people who are employees of the selling company and are engaged in the selling process. employees of the selling company. i. Typically more established product lines, manufacturer has more control.

trading bloc

consists of those countries that have signed a particular trade agreement.

GDP

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.

quota

designates the maximum quantity of a product that may be brought into a country curing a specified time period.

pull strategy (ch 18 #4)

designed to get consumers to pull the product into the supply chain by demanding it.

push strategy (ch 18 #4)

designed to increase demands by motivating sellers - wholesalers, distributors, or salespeople - to highlight the product, rather than the products of competitors, and thereby push the product onto consumers.

four criteria are important when assessing a country's market (ch 8 # 1)

economic analysis, infrastructure and technology, government actions, and sociocultural analysis

cross-promoting

efforts of two or more firms joining together to reach a specific target market.

sales support personnel (ch 19 #7)

employees who enhance and help with a firm's overall selling effort, such as by responding to the customer's technical questions or facilitating repairs.

FTC (ch 18 #13)

enforces federal consumer protection laws, enforces truth in mass advertising laws, and defines deceptive and unfair advertising practices.

5 types of global entry strategies (Ch 8 #2)

exporting, franchising, strategic alliance, joint venture, direct investment

joint venture

formed when a firm entering a new market pools its resources with those of a local firm to form a new company in which ownership, control, and profits are shared. Two independent companies, put resources together under new name, all parties have some ownership.

6 criticisms of marketing (ch 4 #3)

high prices, deceptive practices, high pressure selling, shoddy or unsafe products, obsolescence, technology and privacy

direct marketing (ch 17 #4)

i. Advantages: Easy to personalize and very customized, to convince the customer to buy something. Utilizing Tools: 1. Telephone 2. Mail 3. Catalogs 4. Email 5. Mobile Marketing

IMC Channels (ch 17 #4)

i. Advertising: paid communication through channel to persuade receiver to take action now or in future. most visible ii. Personal Selling: two-way flow of communication between a buyer and seller that is designed to influence the buyer's purchase decision. iii. Sales Promotion: incentives or excitement building programs that encourage the purchase of a product or service, ex. Coupons, rebates, etc. iv. Public Relations: manages firm's communications to achieve objectives including building and maintaining a positive image, handling or heading off unfavorable stories, etc. v. Direct Marketing: sales and promotional techniques that deliver promotional materials individually. vi. Online Marketing

rule of thumb methods (ch 17 #10)

i. Affordable Method: based off of available budgets, worst but easiest 1. Relationship b/w promotion and sales, but little money given for promotion/increasing sales b/c advertising is last of priorities. 2. Inconsistent, hard to plan long term strategies. ii. Percentage-of-sales method: based off of current/forecasted sales. 1. Simple to use, little to justify use. 2. Makes it seem like sales cause promotions, not promotions cause sales. Inconsistent like affordable budget. iii. Competitive Parity Method: budget based off of what competition spends.

objective task method (ch 17 #10)

i. Set objective for your communication strategies, help you meet different objectives effectively. ii. What are the tasks to do this? How much does each tasks cost?

influence (ch 3 #3)

in a social media context, the extent to which the person influences others (ex. How much do the people in a person's network read that person's content.) marketers developed to assess individual social media effectiveness/equity

extended network (ch 3 #3)

in social media, it is the total number of people a person or entity reaches or has influence over. friends of your friends marketers developed to assess individual social media effectiveness/equity

relevance

in the context of search engine marketing (SEM), it is a metric used to determine how used to determine how useful an advertisement is to the consumer.

pre approach

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.

tracking (ch 18 #12)

includes monitoring key indicators, such as daily or weekly sales volume, while the advertisement is running to shed light on any problems with the message or the medium.

product placement

inclusion of a product in nontraditional situations, such as in a scene in a movie or television program.

trade agreements

intergovernmental agreements designed to manage and promote trade activities for specific regions.

sales management (ch 19 #5)

involves the planning, direction, and control of personal selling activities, including recruiting, selecting, training, motivating, compensating, and evaluating, as they apply to the sales force.

Deceptive practice (ch 4 #3)

leading customers to believe they're getting more than they're really getting. o Deceptive Pricing: deceptive reference price, loss in long term value. (best buy example) o Deceptive Promotion: making product features look better than reality. or not in stock o Deceptive Packaging: misleading labelling, bigger boxes filled halfway. Marketers say the package says the amount of product so not deceptive. chips

trade shows

major events attended by buyers who choose to be exposed to products and services offered by potential suppliers in an industry.

mobile marketing

marketing through wireless handheld devices.

brand awareness

measure how many consumers in a market are familiar with the brand and what it stands for; create through repeated exposures of the various brand elements (brand name, logo symbol, character, packaging, or slogan) in the firm's communications to consumers.

reach

measure of consumers' exposure to marketing communications; the percentage of the target population exposed to a specific marketing communication, such as an advertisement, at least once.

frequency

measure of how often the audience is exposed to a communication within a specified period of time.

gross rating points

measure used for various media advertising - print, ratio, or television. GRP = reach x frequency.

technology and privacy (ch 4 #3)

o Data collection Facial recognition technology tracks purchase behavior. Online Tracking Locational Privacy.

high pressure selling (ch 4 #3)

o Persuasion: very aggressive to get consumers to act in a desired way, looking for short term gain. o Short term vs. long term gain

product obsolesces (ch 4 #3)

o Planned: accuse companies of planning this out, companies say they provide most up to date technology, and consumers want newest version and end up paying for it. o Perceived: companies come out with new products so you will buy the new one when your old one was fine. Companies stop supporting old one, forces you to buy a new one.

shoddy/unsafe products (ch 4 #3)

o Try to get you to buy products not made well, with low quality, little benefits, unsafe. o Seems like company doesn't care about customers, usually gets not benefits because of complaints and lawsuits.

closing the sale

obtaining a commitment from the customer to make a purchase.

trade surplus

occurs when a country has a higher level of exports than imports.

aided recall (ch 17 #7)

occurs when consumers recognize a name (ex. Of a brand) that has been presented to them.

Setting goals (ch 17 #9)

outcome hoping to achieve short or long term defined and measured

conversion rates (ch 3 #2)

percentage of consumers who buy a product after viewing it.

event sponsorship

popular PR tool; occurs when corporations support various activities (financially or otherwise), usually in the cultural or sports and entertainment sectors.

exporting (ch 8 #2)

producing goods in one country and selling them in another. must pay tariffs, pay attention to quotas/ trade agreements least risky

What is the purpose of the message in advertising? (ch 18 #7)

provides the target audience with reasons to respond in the desired way. i. Problem solving ability of the product - ¼ drill bits are only bought to make a ¼ inch hole in the wall for their picture.

business ethics

refers to a branch of ethical study that examines ethical rules and principles within a commercial context, the various moral or ethical problems that might arise in a business setting, and any special duties or obligations that apply to persons engaged in commerce.

globalization

refers to the processes by which goods, services, capital, and people, information, and ideas flow across national borders.

corporate social responsibility (ch 4 #1)

refers to the voluntary actions taken by a company to address the ethical, social, and environmental impacts of its business operations and the concerns of its stakeholders. not legally required makes a company look good and show they care

marketing ethics

refers to those ethical problems that are specific to the domain of marketing.

FFC (ch 18 #13)

regulates interstate/international communications by radio, television, wire, and cable.

Integrated Marketing Communications (IMC) (ch 17 #3)

represents the promotion dimension of the four Ps: encompasses a variety of communication discipline - general advertising, personal selling, sales, promotion, public relations, direct marketing, and electronic media - in combination to provide clarity, consistency, and maximum communicative impact Encompasses a variety of communication disciplines (advertising, personal selling, sales promotion, public relations, direct marketing, and online marketing including social media) in combination to provide clarity, consistency, and maximum communicative impact.

trade deficit

results when a country imports more goods than it exports.

continuous schedule (ch 18 #10)

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. same level all year long but different ads, repeat purchases often, ex. Coke.

Independent Agents/Manufacturer's Representative/Reps (ch 19 #6)

salespeople who sell a manufacturer's product on an extended contract basis but are not employees of the manufacturer; also known as manufacturer's representatives or reps. Ex. When moving to different country, hire a manufacturer representative to get your started, then hire those people into your company.

Communication process (pg 373) (ch 17 #5)

sender (firm) to transmitter ti communication channels to the receiver (Consumer)

click paths (ch 3 #2)

shows how users proceed through the information on a website-not unlike how grocery stores try to track the way shoppers move through their aisles.

sales promotion

special incentives or excitement-building programs that encourage the purchase of a product or service, such as coupons, rebates, contest, free samples, and point-of-purchase displays.

sales promotions

special incentives or excitement-building programs that encourage the purchase of a product or service, such as coupons, rebates, contests, free samples, and point-of-purchase displays.

loyalty programs

specifically designed to retain customers by offering premiums or other incentives to customers who make multiple purchases over time.

media buy (ch 18 #9)

the actual purchase of airtime or print pages. largest expense

infrastructure

the basic facilities, services, and installations needed for a community or society to function, such as transportation and communications systems, water and power lines, and public institutions like schools, post offices, and prisons.

media mix (ch 18 #9)

the combination of the media used and the frequency of advertising in each medium.

social marketing (ch 18 #5)

the content distributed through online and mobile technologies to facilitate interpersonal interactions. behavior and attitude change

pulsing (ch 18 #10)

the continuous and flighting schedules by maintaining a base level of advertising but increasing advertising intensity during certain periods. Continuously advertise with peaks and valleys, some advertising all year though. Ex. Home Depot, increases at Christmas, spring, father's day, etc. Ex. Increase advertising during low demands periods.

posttesting (ch 18 #12)

the evaluation of an IMC campaign's impact after it has been implemented.

puffery (ch 18 #13)

the legal exaggeration of praise stopping just short of deception, lavished on a product.

exchange rate

the measure of how much one currency is worth in relation to another.

communication channel (ch 17 #5)

the medium - print, broadcast, the internet that carries the message. (media): medium to contact consumers/carries message.

click-through rate

the number of times a user clicks on an online ad divided by the number of impressions.

impressions

the number of times an advertisement appears in front of the user.

page views (ch 3 #2)

the number of times an internet page gets view by any visitor.

public relations

the organizational function that manages the firm's communications to achieve a variety of objectives, including building and maintaining a positive image, handling or heading off unfavorable stories or events, and maintaining positive relationships with the media.

bounce rate (ch 3 #2)

the percentage of times a visitor leaves the website almost immediately, such as after viewing only one page.

receiver (ch 17 #5)

the person who reads, hears, or sees and processes the information contained in the message or advertisement. decodes or interprets message Decoded in consumer's own way, sender/transmitter/media cannot control how you receive/decode message.

decoding (ch 17 #5)

the process by which the receiver interprets the sender's message.

qualify

the process of assessing the potential of sales leads.

gamification (ch 3 #1)

the process of building customer loyalty through the offering of free apps. using game elements to use or share your product

encoding

the process of converting the sender's ideas into the message, which could be verbal, visual, or both.

media planning (ch 18 #9)

the process of evaluating and selecting the media mix that will deliver a clear, consistent, compelling message to the intended audience.

glocalization

the process of firms standardizing their products globally, but using different promotional campaigns to sell them.

advertising schedule (ch 18 #10)

the specification of the timing and duration of advertising how often/long to be on air/advertising. Types continuous, fighting, pulsing

Personal selling (ch 19 #1)

the two-way flow of communication between a buyer and a seller that is designed to influence the buyer's purchase decision It takes place in various situations including face-to-face, video teleconferencing, the telephone, or the internet

personal selling

the two-way flow of communication between a buyer and a seller that is designed to influence the buyer's purchase decision.

informational appeals (ch 18 #8)

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 favorable on the basis of the key benefits it provides. rational brain those who decide off facts of products benefits.

product-focused advertisements (ch 18 #5)

used to inform, persuade, or remind consumers about a specific product or service. majority, informs, persuades, etc. about a product.

direct investment (ch 8 #2)

when a firm maintains 100 percent ownership of its plants, operation facilities, and offices in a foreign country, often through the formation of wholly owned subsidiaries. most risky

reverse innovation

when companies initially develop products for niche or underdeveloped markets, and then expand them into their original or home markets.

sender (ch 17 #5)

where message originates, sends something they want to get across.