Promotion	Communicating information between seller and potential buyer or others in the channel to influence attitudes and behavior.
Personal selling	Direct spoken communication between sellers and potential customers, usually in person but sometimes over the telephone.
Mass selling	Communicating with large numbers of potential customers at the same time.
Advertising	Any paid form of nonpersonal presentation of ideas, goods, or services by an identified sponsor.
Sales promotion	Those promotion activities—other than advertising, publicity, and personal selling—that stimulate interest, trial, or purchase by final customers or others in the channel.
Publicity	Any unpaid form of nonpersonal presentation of ideas, goods, or services.
Sales managers	Managers concerned with managing personal selling.
Advertising managers	Managers of their company's mass selling effort in television, newspapers, magazines, and other media.
9 Sales promotion managers	Managers of their company's sales promotion effort.
10 Public relations	Communication with noncustomers‑‑including labor, public interest groups, stockholders, and the government.
Integrated marketing communications.	The intentional coordination of every communication from a firm to a target customer to convey a consistent and complete message.
Communication process	A source trying to reach a receiver with a message.
Source	The sender of a message.
Receiver	The target of a message in the communication process, usually a potential customer.
Basic sales tasks	Order-getting, order- taking, and supporting.
Order getters	Salespeople concerned with establishing relationships with new customers and developing new business.
Order-getting	Seeking possible buyers with a well‑organized sales presentation designed to sell a product, service, or idea.
Order takers	Salespeople who sell to regular or established customers, complete most sales transactions, and maintain relationships with their customers.
Order-taking	The routine completion of sales made regularly to target customers.
Supporting salespeople	Salespeople who help the order‑oriented salespeople— but don't try to get orders themselves.
Missionary salespeople	Supporting salespeople who work for producers by calling on their middlemen and their customers.
Technical specialists	Supporting salespeople who provide technical assistance to order‑oriented salespeople.
Customer service reps	Work with customers to resolve problems that arise with a purchase, usually after the purchase has been made.
Team selling	Different sales reps working together on a specific account.
Major accounts sales force	Salespeople who sell directly to large accounts such as major retail chain stores.
Telemarketing	Using the telephone to call on customers or prospects.
Inside sales force	A sales force that meets with customers in a manner that is not face-to-face.
Sales territory	A geographic area that is the responsibility of one salesperson or several working together.
Job description	A written statement of what a salesperson is expected to do.
Sales quota	The specific sales or profit objective a salesperson is expected to achieve.
Advertising agencies	Specialists in planning and handling mass-selling details for advertisers.
Advertising allowances	Price reductions to firms in the channel to encourage them to advertise or otherwise promote the firm's products locally.
Cooperative advertising	Producers sharing in the cost of ads with wholesalers and retailers.
Product advertising	Advertising that tries to sell a specific product.
Institutional advertising	Advertising that tries to promote an organization's image, reputation, or ideas--rather than a specific product.
Pioneering advertising	Advertising that tries to develop primary demand for a product category rather than demand for a specific brand.
Competitive advertising	Advertising that tries to develop selective demand for a specific brand rather than a product category.
Direct competitive advertising	Competitive advertising that aims for immediate buying action.
Indirect competitive advertising	Competitive advertising that points out product advantages—to affect future buying decisions.
Comparative advertising	Advertising that makes specific brand comparisons using actual product names.
Reminder advertising	Advertising to keep the product's name before the public.
Advertising media	The various means by which a message is communicated to its target market.
Pay-per-click	An advertiser pays media costs only when a customer clicks on the ad that leads to the advertiser's website
Pay-per-click	An advertiser pays media costs only when a customer clicks on the ad that leads to the advertiser's website
Retargeting: (or behavioral retargeting)	Displays ads to a web user based on sites they have previously visited
Click-through-rate	The number of people who click on the ad divided by the number of people the ad is presented to.
Influencers	Trusted or well-known figures who can sway attitudes or purchase decisions among a particular target market—to promote a brand.
Copy thrust	What the words and illustrations of an ad should communicate.
Corrective advertising	Ads to correct deceptive advertising.
Trade promotion	Sales promotion aimed at intermediaries.
Paid media	Messages generated by a brand (or company or nonprofit organization) and communicated through a message channel the brand pays to access.
Owned media	Promotional messages generated by a brand (or company or nonprofit organization) communicated through a message channel the brand directly controls.
Earned media	Promotional messages not directly generated by the company or brand, but rather by third parties such as journalists or customers.
User-generated content:	Any type of communication created by customers for other customers. User-generated content can take many forms.
Search engine optimization (SEO)	The process of designing a website so that it ranks high in a search engine’s unpaid results.
Pass-along	When one customer makes a recommendation for (or against) a specific brand to another customer.
Branded services	Valued services a brand provides that are not directly connected to a core product offering.
Case studies	Success stories about how a company helped another customer.
Landing page	A customized web page that logically follows from clicking on an organic search result, online advertisement, or other link
Blog	A regularly updated website, usually managed by one person or a small group and written in an informal, conversational style.
Branded apps:	Sponsored software applications that benefit customers by providing entertainment, solving a problem, and/or saving time.
Brand community	A group of customers joined around a particular brand or common set of shared interests.
Referral program	Offers a current customer an incentive for recommending a new customer to a business.
Social media	Websites or software applications that allow users to create and share ideas, information, photos and videos, and interact in a social network.
Facebook	An online social networking website that allows registered users to create profiles, upload photos and video, and send messages to friends, family, and colleagues
Twitter	A social networking microblogging service that allows registered users to send out short (140 characters or less) messages called “tweets.”
Instagram	A free online photo and video sharing service geared to mobile phones.
Pinterest	A website that allows registered users to share ideas and images they find online with fellow users.
LinkedIn	A social networking website for businesspeople who create personal or company profiles.
Marketing automation software	Software that tracks individual customer’s behavior and triggers actions in response to specific customer actions.

Descubre

Crear Tarjetas

Acerca de Nosotros

Explore Tarjetas

Comparta este Set de Tarjetas de Aprendizaje

Marketing

Cómo estudiar sus tarjetas

Rango de Cartas a estudiar

70 Cartas en este set