Marketing Essentials--Chapter 17

sales force promations

Awards given to managers and employees who successfully meet or exceed a sales quota.

direct marketing

A type of promotion that companies use to address individuals directly through direct mail, e-marketing, or telephone.

personal selling

A type of promotion that requires sales reps to make individual contact with potential buyers, making it the most expensive form of promotion.

Promotion

Any form of communication or activity that helps in the exposure or sale of a product (to inform, persuade, or remind).

advertising

Any paid form of non-personal promotion of ideas, goods, or services found everywhere (i.e. billboards, business cards, brochures, internet, magazines, newspapers, radio, tv, etc.).

product samples

Free trial size of a product sent through the mail, distributed door-to-door, or given away at retail stores and trade shows.

promotional mix

The cost-effective combination of the different types of promotion used to reach company goals.

institutional promotion

A method used by a business/organization to create a favorable image for itself, as opposed to promoting a product or service.

product promotion

A method used by business/organization to convince potential customers to buy their products instead of buying from a competitor.

publicity

A public relation's activity that involves bringing news or newsworthy information about an organization to the public's attention.

public relations

Activities designed to influence a target audience; these campaigns try to influence general opinion and create a favorable public image.

slotting allowance

Cash premium paid by the manufacturer to a retail chain for the costs involved in placing a new product on its shelves.

incentives

Higher-priced products earned and given through contests, sweepstakes, and rebates.

sales promotions

Incentives offered that encourage customers to buy products (sometimes they are short-term offers).

promotional tie-ins

Involve sales promotional arrangements between one or more retailers or manufacturers and combine their resources to do a promotion that creates additional sales for each partner.

sponsorship

Involves the promotion of a company in association with a property

premiums

Low-cost items given to consumers at a discount or for free.

new release

Prewritten story about a company that is sent to the various media.

consumer sales promotions

Sales strategies designed to encourage customers to buy a product.

trade promotions

Promotional ctivities designed to gain manufacturers', wholesalers', and retailers' support for a product.

sales promotion

Promotions that represent all marketing activities--other than personal selling, advertising, direct marketing and public relations--that are used to stimulate consumer purchasing and boost sales.

trade shows

Shows and conventions that are designed to showcase a particular line of products and to specifically reach customers in the chain of distribution.

pull policy

This strategy directs promotional activities towards customers to entice the customer to the store (or Web site).

push policy

This strategy is used to promote a product using a mix of personal selling, advertising, and buying discounts to encourage partners in the distribution channel to stock the product(s) being promoted.

product placement

Where organizations can develop product recognition by making sure that it is featured in special events, on television, or in the movies.

customer advisory boards

panels of consumers who make suggestions about products and businesses