Marketing – Chapter 17 Terms

persuasive communication used to inform people about a businesses’ products and services
Promotional mix
combination of advertising, selling, sales promotion, direct marketing, and public relations (strategies and cost-effective allocation of resources)
Product promotion
used by businesses to convince people to select its products/services instead of competitors
Institutional promotion
used by businesses to create a favorable image for a business
Personal Selling
direct personal contact with the customer
form of non-personal promotion
Direct marketing
a type of advertising directed at a targeted group rather than a mass audience
Sales promotion
all marketing activities other than personal selling, advertising, and public relations
Public relations (PR)
activities that enable an organization to influence a target audience (try to create a favorable image for a company, its products, or its policies)
News release
an announcement that is sent to media outlets to announce a newsworthy event, product/service, etc.
brining news or newsworthy information about an organization to the public’s attention
Push policy
manufacturer pushes the product to the retailer
Pull policy
directs promotion toward the consumer
Sales promotions
incentives that encourage customers to buy products/services, build awareness, reward loyalty
Trade promotion
sales promotions activities designed to get support for a product from manufacturers, wholesalers, and retailers
Consumer promotions
sales strategies that encourage customers and prospects to buy a product/service
certificates that entitle customers to cash discounts on goods/services
low-cost items given to consumers at a discount or for free
higher priced products earned and given away through contests, sweepstakes, and rebates
Promotional tie-ins
involve sales promotional arrangements between one or more retailers or manufacturers.

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