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AOHT HM - Lesson 1
| Term | Definition |
|---|---|
| advertising | Any paid-for promotional material designed to reach a mass audience; billboards, commercials, and so forth. |
| aggressive selling | An approach to sales that emphasizes making a sale at any possible time, even to people who aren’t typically customers (and are not likely to be repeat customers). |
| customer satisfaction | Meeting or exceeding the customer’s expectations |
| demographics | The physical characteristics of a population, which may include age, sex, marital status, family size, education, geographic location, and occupation. |
| ecotourism | An approach to travel and tourism that attempts to minimize disturbances to the environment and the local inhabitants as much as possible. |
| market-based philosophy | Focuses on the customer’s wants and needs, uses market research to adjust the product, and focuses on building long-term customer relationships through customer satisfaction. |
| marketing | The wide range of activities involved in identifying and meeting the needs of your customers to get sales and profit in return. |
| marketing mix | A framework for thinking about marketing that focuses on the Four Ps—product, pricing, place, and promotion. |
| place | Where customers can buy a product, where it’s located relative to other products in the store, and how the product gets to the places where it’s sold. |
| pricing | How much a product costs; its wholesale, retail, and discount price all matter in the context of marketing. |
| product | The item being marketed; the purpose, style, and quality of the product are among the product’s features that are important to marketing. |
| product-based philosophy | Focuses on the existing product or service; the product—and the value the customers see in that product—is the main way to satisfy customers. |
| promotion | How information about the product is disseminated to the general public; includes advertising and public relations. |
| public relations | The generation of publicity for the company in the media |
| sales-based philosophy | Emphasizes aggressive selling or promotion. |
| staycation | Term for a “vacation” in which people stay at home and take day trips or do local activities; might also include a one- or two-night overnight stay. This became more common during the financial problems of 2008–2010. |
| strategy | A planned approach to meeting marketing goals |
| talking points | Brief statements or arguments that support a speaker’s position; some speakers prefer to create a list of talking points rather than write out a formal speech |
| word of mouth | The advertising generated by customers who share their experiences—whether good or bad—with others. A very powerful way to attract (or chase away) new customers. |
Created by:
rileygrubb
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