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Chapter 14: Promotion II: social media direct/database marketing personal selling and public relations

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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
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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 (4 types-telemarketing, m-commerce, mail order, direct response ads)
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catalog
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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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direct mail
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a brochure or pamphlet that offers a specific good or service at one point in time. advantage over catalog = sender can personalize it. often used by charities, political group, other not for profits
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telemarketing
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the use of 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
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advertising on TV that seeks a direct response, including short commercials of less than two minutes, 30 minutes or longer infomercials, and home shopping networks
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infomercials
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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 interacts directly with a customer or prospective customer to communicate about a good or service
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factors that influence a firm’s emphasis on personal selling
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if: a push strategy is used, the decision maker has a higher status within the organization, the purchase is “new task” for the customer, the product is highly technical or complex, the customer is very large, the product is expensive, the product is a custom good or personalized service, there are trade in products, negotiation is required
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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 promotes 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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sales jobs
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missionary sales person, new business sales person, order getter, team selling, technical specialist, order taker
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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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7 steps; 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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step 1; 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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step 2; 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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step 3; the first step of the actual sale presentation in which the salesperson tries to learn more about the customer’s needs, create a good impression, and build support
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sales presentation
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step 4; 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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handle objections
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step 5; anticipate and placate reasons why the prospect is reluctant to commit
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close
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step 6; 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
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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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publicity
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unpaid communications about an organization that appears in the mass media
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crisis management
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the process of managing a company’s reputation when some negative event threatens the organizations 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 annual and quarterly reports aimed at a firm’s investors
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lobbying
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talking with an 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 and 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