Chapter 10
customer retention
techniques that focus on efforts to promote satisfaction with and interest in the firm
issue recognition
a concept in public recognition which alludes to the extent to which the public is familiar with the issue or problem at hand
sales leads
people who receive a promotional impression and who give some thought to buying the product
predetermined market segments
professionally compiled target audiences based on shared demographic, financial, shopping, and psychographic characteristics
prospects
sales leads who actually make some sort of effort to learn more about the product, service, or business in anticipation of a possible purchase
search engine optimization
techniques applied to web pages in order to obtain favorable placement on internet search page results
succinct message
your key point in as few and as memorable words as possible
press release
a written announcement intended to draw news media attention to a specific event
press relations
activities used to establish and promote a favorable opinion by the media
public relations
activities used to establish and promote a favorable opinion by the public
newsworthy events
to garner serious attention from the media and the public, a news story needs to deliver certain essentials that will hold their attention and keep your news in their thoughts. It should have public recognition, importance, and interest
power
a concept in public importance which alludes to potential shifts in control or influence
currency
a concept in public importance which alludes to the degree to which the issue is immediate in its impact
human interest
a concept in public interest which alludes to a character to whom the public can relate
good story
a concept in public interest which alludes to an incident with good triumphing
cultural resonance
a concept in public interest which alludes to events with a broad appeal within the market or population
visuals
a concept in public interest which alludes to the graphic interest held by an event
advertising
advertising is often used to support the corporate identity and value propositions that are established through public relations efforts. Part of conveying your message to your customers, advertising outlets include newspapers, magazines, billboards, television, and internet banner ads, to name a few
viral marketing
any electronic equivalent of word-of-mouth advertising, in which the advertiser's message spreads quickly and widely via e-mail, website, blogs, and other online tools
public recognition
being recognized or acknowledged by large numbers of people, similar to "fame"
cognitive dissonance
doubt that occurs after a purchase has been made. An inconsistency between experience and belief
promotional mix
how much of each message conveyance you will use to sell your product as well as your objective in using each one
publicity
information about your company and its activities that is disseminated to the public in order to going their good opinion
free ink
mentions of your company or products in the media for which your firm did not pay
donations
monetary or other gifts to organizations or people who are in need
sponsorships
paying for a local organization's needs in exchange for recognization
keyword and description tags
terms included in the hidden portion of a web page (called the document head) which are used by search engines such as Yahoo! and Google to describe your website and evaluate its focus and category placement
segmentation
the process of dividing the market into smaller portions of people who have common characteristics
personal selling
the process of selling your products and service; includes prospect and evaluate, prepare, present, close, and follow-up
target market
the segment or segments selected for concentrated marketing efforts
public importance
(1) things that are considered important to large numbers of otherwise unrelated people, (2) things that are of civic importance, as opposed to private or corporate entities
public interest
(1) things that are generally considered to be beneficial to large numbers of people, (2) civic causes and benefits, as opposed to private and corporate benefits
trendiness
a concept in public recognition which alludes to the fit of the topic to current fashion or public interest
proximity
a concept in public recognition which alludes to the impact level of the issue being discussed
sales promotion
a form of communication that encourages the customer to act immediately, such as coupons, sales, or contests
word-of-mouth?
a means of spreading information about your business through the comments friends and customers make to other potential customers
mat release
a news release that is typeset and thus may be photographically reproduced for inclusion in a newspaper
diversification
a strategy whose goal is growth, based on adding new products or services to the firm's existing collection of offerings
product expansion
a strategy whose goal is growth, based on selling existing customers a product or service they have never bought before
market expansion
a strategy whose goal is growth, based on selling in areas or tow groups previously not served by the business
market penetration
a strategy whose goal is growth, based on selling more of the firm's product or service to the existing customer base
customer vector
a type of CRM report which segments by customer (or customer group) on purchases or dates of purchase
press kit
a type of sales kit sent to media outlets which is focused around a press release
value proposition
small business owners' unique selling points that will be used to differentiate their products and/or services from those of the competition
customer relationship management (CRM)
the process of tracking the customer's different contacts with the firm, and using this data to help improve sales as well as the customer's experience
marketing funnel
the rule of thumb in marketing is that it takes a large number of people o be made aware of your product in order to find a purchaser
impression
what it is called when someone notices a promotional effort