for exam 2
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| advertising | any paid form of nonpersonal presentation and promotion of ideas, goods, or services
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| sales promotion | short-term incentives to encourage the purchase or sale of a product or service
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| public relations | building good relations with the firm's various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events
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| personal selling | personal presentation by the firm's sales force for the purpose of making sales and building customer relationships
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| direct marketing | connecting directly with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customers
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| integrated marketing communications | carefully integrating and coordinating the company's many communication channels to deliver a clear, consistent, and compelling message about the org and its products
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| push strategy | using the sales force and trade promotion to push the product through channels. the producer promotes the product to channel members who in turn promote it to final customers
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| pull strategy | spending a lot on advertising and consumer promotion to induce final consumers to buy the product, creating a vacuum that "pulls" the product through the channel
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Review the information in the table. When you are ready to quiz yourself you can hide individual columns or the entire table. Then you can click on the empty cells to reveal the answer. Try to recall what will be displayed before clicking the empty cell.
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Or sort by any of the columns using the down arrow next to any column heading.
If you know all the data on any row, you can temporarily remove it by tapping the trash can to the right of the row.
To hide a column, click on the column name.
To hide the entire table, click on the "Hide All" button.
You may also shuffle the rows of the table by clicking on the "Shuffle" button.
Or sort by any of the columns using the down arrow next to any column heading.
If you know all the data on any row, you can temporarily remove it by tapping the trash can to the right of the row.
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