Marketing: Real People, Real Choices 8th edition Chapter 14 – Flashcards
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groundswell
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A social trend in which people use technology to get the things they need from each other rather than from traditional institutions like corporations.
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buzz
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Word-of-mouth communication that customers view as authentic.
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brand polarization
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The gap between good buzz and bad buzz.
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tryvertising
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Advertising by sampling that is designed to create buzz about a product.
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f-commerce
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E-commerce that takes place on Facebook
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viral marketing
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Marketing activities that aim to increase brand awareness or sales by consumers passing a message along to other consumers.
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brand ambassadors or brand evangelists
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Loyal customers of a brand recruited to communicate and be salespeople with other consumers for a brand they care a great deal about.
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social media
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Internet-based platforms that allow users to create their own content and share it with others who access these sites.
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social networks
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Online platforms that allow a user to represent him-or herself via a profile on a website and provide and receive links to other members of the network to share input about common interests.
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Twitter
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A free microblogging service that lets users post short text messages with a maximum of 140 characters.
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virtual worlds
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Online, highly engaging digital environments where avatars live and interact with other avatars in real time.
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avatars
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Graphic representations of users of virtual worlds.
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virtual goods
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Digital products consumers buy for use in online contexts.
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product review sites
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Social media sites that enable people to post stories about their experiences with products and services.
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location-based social networks
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Networks that integrate sophisticated GPS technology that enables users to alert friends of their exact whereabouts via their mobile phones.
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direct marketing
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Any direct communication to a consumer or business recipient designed to generate a response in the form of an order, a request for further information, and/or a visit to a store or other place of business for purchase of a product.
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catalog
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A collection of products offered for sale in a book form, usually consisting of product descriptions accompanied by photos of the items.
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direct mail
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A collection of products offered for sale in book form, usually consisting of product descriptions accompanied by photos of the items.
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telemarketing
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The use of the telephone to sell directly to consumers and business customers.
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direct-response advertising
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A direct marketing approach that allows the consumer to respond to a message by immediately contacting the provider to ask questions or order the product.
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direct-response TV (DRTV)
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Advertising on TV that seeks a direct response, including short commercials of less than two minutes, 30-minute of longer infomercials, and home shopping networks.
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infomericals
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Half-hour or hour-long commercials that resemble a talk show but actually are sales pitches.
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m-commerce
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Promotional and other e-commerce activities transmitted over mobile phones and other mobile devices, such as smart phones and personal digital assistants.
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personal selling
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Marketing communication by which a company representative interact directly with a customer or prospective customer to communicate about a good or service.
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order taker
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A salesperson whose primary function is to facilitate transactions that the customer initiates.
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technical specialist
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A sales support person with a high level of technical expertise who assists in product demonstrations.
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missionary salesperson
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A salesperson who promoted the firm and tries to stimulate demand for a product but does not actually complete a sale.
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new-business salesperson
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The person responsible for finding new customers and calling on them to present the company's products.
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order getter
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A salesperson who works to develop long-term relationships with particular customers or to generate new sales.
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team selling
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The sales function when handled by a team that may consist of a salesperson, a technical specialist, and others.
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transactional selling
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A form of personal selling that focuses on making an immediate sale with little or no attempt to develop a relationship with the customer.
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relationship selling
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A form of personal selling that involves securing, developing, and maintaining long-term relationships with profitable customers.
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creative selling process
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The process of seeking out potential customers, analyzing needs, determining how product attributes might provide benefits for the customer, and then communicating that information.
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prospecting
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A part of the selling process that includes identifying and developing a list of potential or prospective customers.
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preapproach
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A part of the selling process that includes developing information about prospective customers and planning the sales interview.
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approach
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The first step of the actual sales presentation in which the salesperson tries to learn more about the customer's needs, create a good impression, and build rapport.
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sales presentation
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The part of the selling process in which the salesperson directly communicates the value proposition to the customer and invites two-way communication.
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close
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The stage of the selling process in which the salesperson actually asks the customer to buy the product.
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follow-up
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Activities after the sale that provide important services to customers.
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input measures
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Efforts that go into selling, such as the number and type of sales calls, expense account management, and a variety of nonselling activities, such as customer follow-up work and client service.
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output measures
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The results of the salesperson's efforts.
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public relations (PR)
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Communication function that seeks to build good relationships with an organization's publics, including consumers, stockholders, and legislators.
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crisis management
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The process of managing a company's reputation when some negative event threatens the organization's image.
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public relations campaign
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A coordinated effort to communicate with one or more of the firm's publics.
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internal PR
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PR activities aimed at employees of an organization.
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investor relations
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PR activities such as an annual and quarterly reports aimed at a firm's investors.
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lobbying
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Talking with and providing information to government officials in order to influence their activities relating to an organization.
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speech writing
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Writing a speech on a topic for a company executive to deliver.
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corporate identity
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Materials such as logos, brochures, building design, and stationery that communicate an image of the organization.
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media relations
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A PR activity aimed at developing close relationships with the media.
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sponsorships
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PR activities through which companies provide financial support to help fund an event in return for publicized recognition of the company's contribution.
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special events
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Activities--from a visit by foreign investors to a company picnic--that are planned an implemented by a PR department.
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guerrilla marketing
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Marketing activity in which a firm "ambushes" consumers with promotional content in places they are not expecting to encounter this kind of activity.
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ambient advertising
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Advertising placed where advertising isn't normally or hasn't ever been seen.
