Basic Marketing Chapter 13
Communicating information between the seller and potential buyer or others in the channel to influence attitudes and behavior.
direct spoken communication between sellers and potential customers
Communicating with large numbers of potential customers at the same time
Any paid form of nonpersonal presentation of ideas, goods, or services by an identified sponsor
any unpaid form of nonpersonal presentation of ideas, goods, or services. Try to attract attention to the firm in its offerings without having to pay media costs
Promotion activities other than advertising, publicity, and personal selling that stimulate interest, trial, or purchase by final customers or others in the channel. Aimed at customers, intermediaries, or at a firm’s own employees.
Concerned with managing personal selling. Responsible for building good distribution channels and implementing Place policies.
Manage their company’s mass-selling effort –in television, newspapers, magazines, and other media. Choose the right media and developing ads.
Communication with noncustomers, including labor, public interest groups, stockholders, and the government
Sales promotion managers
Manage their company’s sales promotion effort. Can have independent status and report directly to the marketing manager.
Integrated marketing communications
The intentional coordination for every communication from a firm to a target customer to convey a consistent and complete message
Consists of four promotion jobs: 1 to get Attention 2 to hold Interest 3 to arouse Desire and 4 to obtain Action
A source of trying to reach a receiver with a message
the sender of a message tries to deliver a message
Potential customer the source is attempting to deliver a message to
any distraction that reduces the effectiveness of the communication process
the source deciding what it wants to say and translating it into words or symbols that will have the same meaning to the receiver
the receiver translating the message
the carrier of the message. Could be a salesperson, magazines, tv, email, internest websites, etc.
(a product through a channel) Using normal promotion effort – personal selling, advertising, and sales promotion, – to help sell the whole marketing mix to possible channel members.
Getting customers to ask intermediaries for the product.
Shows when different groups accept ideas
These are the first to adopt. They are eager to try a new idea and willing to take risks. Tend to be you and well educated
Well respected by their peers and often are opinion leaders. They tend to be younger, more mobile, and more creative than later adopters. Have fewer contacts outside their own social group or community.
Avoids risks and waits to consider a new idea after many early adopters have tried it –and liked it. Average sized business firms that are less specialized fit this category.
Cautious about new ideas. Often they are older than more set in their ways, so they are less likely to follow early adopters. Strong social pressure from their own peer group may be needed before they adopt a new product.
Prefer to do things the way they’ve been done in the past and are very suspicious of new ideas. Tend to be older and less well educated. The smallest business with the least specialization often fit this category. Cling to status quo.
demand for the general product idea, not just the company’s own brand
demand for a company’s own brand. Main job is to persuade customers to buy and keep buying the company’s brand
Basing the budget on the job to be done. Helps a marketing manager to set priorities so that the money spent on promotion produces specific and desired results.
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