campaign management
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developing product or service offerings customeized for the appropriate
customer segment and then pricing and communicating these offerings
from the purpose of enhancing customer relationships
levels of service
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, range from full service to self service. Full range services are like specialty
clothing stores. They offer alterations, credits, delivery, gift wrapping, etc.
Self services are where the customers are required to handle and assemble
products after the sale
owned media
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a new category of promotional tactic based on brands becoming
published of their own content in order to maximize the brands value to
customers
frequency
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the number of times an individual is exposed to a given message during a
specific period
negotiation
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the process during which both the sales person and the prospect offer
special concessions in an attempt to arrive at a sales agreement
,sampling
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a promotional program that allows the consumer the opportunity to try a
product or service for free
quota
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a statement of the salespersons sales goals, usually based on sales volume
preapproach
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a process that describes the "homework" that must be done by a
salesperson before he or she contacts a prospect
cooperative advertising
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, an arrangement in which the manufacturer and the retailer split the costs of
advertising the manufactuers brand
off-price retailer
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a retailer that sells at prices at 25% or more below traditional department
store prices because it pays scash for its stock and usually doesn't ask for
return privileges
push strategy steps
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1. manufacturing promotes to wholesaler
2. wholesale promotes to retailer (buys from manu)
3. retailer promotes to customer
4. customer buys from retailer
integrated marketing communication (IMC)
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the careful coordination of all promotional messages for a product or a
service to ensure the consistency of message at every contact point at
which a company meets the consumer
Give this one a try later!
developing product or service offerings customeized for the appropriate
customer segment and then pricing and communicating these offerings
from the purpose of enhancing customer relationships
levels of service
Give this one a try later!
, range from full service to self service. Full range services are like specialty
clothing stores. They offer alterations, credits, delivery, gift wrapping, etc.
Self services are where the customers are required to handle and assemble
products after the sale
owned media
Give this one a try later!
a new category of promotional tactic based on brands becoming
published of their own content in order to maximize the brands value to
customers
frequency
Give this one a try later!
the number of times an individual is exposed to a given message during a
specific period
negotiation
Give this one a try later!
the process during which both the sales person and the prospect offer
special concessions in an attempt to arrive at a sales agreement
,sampling
Give this one a try later!
a promotional program that allows the consumer the opportunity to try a
product or service for free
quota
Give this one a try later!
a statement of the salespersons sales goals, usually based on sales volume
preapproach
Give this one a try later!
a process that describes the "homework" that must be done by a
salesperson before he or she contacts a prospect
cooperative advertising
Give this one a try later!
, an arrangement in which the manufacturer and the retailer split the costs of
advertising the manufactuers brand
off-price retailer
Give this one a try later!
a retailer that sells at prices at 25% or more below traditional department
store prices because it pays scash for its stock and usually doesn't ask for
return privileges
push strategy steps
Give this one a try later!
1. manufacturing promotes to wholesaler
2. wholesale promotes to retailer (buys from manu)
3. retailer promotes to customer
4. customer buys from retailer
integrated marketing communication (IMC)
Give this one a try later!
the careful coordination of all promotional messages for a product or a
service to ensure the consistency of message at every contact point at
which a company meets the consumer
