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ch. 12 mkt vocab
for exam 2
| Question | Answer |
|---|---|
| advertising | any paid form of nonpersonal presentation and promotion of ideas, goods, or services |
| sales promotion | short-term incentives to encourage the purchase or sale of a product or service |
| 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 |
| personal selling | personal presentation by the firm's sales force for the purpose of making sales and building customer relationships |
| direct marketing | connecting directly with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customers |
| 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 |
| 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 |
| 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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