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
