Essentials of Marketing 14th edition, chapter 13

communicating information between the seller and potential buyer or others in the channel to influence attitudes and behavior
personal selling
direct spoken communication between sellers and potential customers
mass selling
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
sales promotion
promotion activities (other than advertising, publicity and personal selling) that stimulate interest, trial, or purchase by final customers or others in the channel
sales managers
concerned with managing personal selling
public relations
communication with noncustomers
sales promotion managers
manage their company’s sales promotion effort
integrated marketing communications
intentional coordination of every communication from a firm to a target customer to convey a consistent and complete message
AIDA model
action-oriented model; to get Attention, to hold Interest, to arouse Desire, and to obtain Action
communication process
source trying to reach a receiver with a message
sender of a message
potential customer
any distraction that reduces the effectiveness of the communication process
source deciding what it wants to say and translating it into words or symbols that will have the same meaning to the receiver
receiver translating the message
message channel
carrier of the message
communication from the receiver back to the source
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
adoption curve
shows when different groups accept ideas
the first to adopt
early adopters
well respected by their peers and are often opinion leaders
early majority
avoids risk and waits to consider a new idea after many early adopters have tried it and liked it
late majority
cautious about new ideas
laggards or nonadopters
prefer to do things the way they’ve been done in the past and are very suspicious of new ideas
primary demand
demand for the general product idea
selective demand
demand for a company’s own brand
task method
basing the budget on the job to be done
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