Download Marketing Dynamics Chapter 37 Promotional Mix

Marketing Dynamics
Chapter 37 Promotional Mix
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Promotion designed to look as
though it is coming from an unbiased
stranger or a friend, instead of from a
corporation.
buzz marketing
Marketing Dynamics ● Chapter 37 Promotional Mix ● 01 of 8 E-Flash Cards
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Gathering and using customer
data to develop better
communications with customers.
customer relationship
management (CRM)
Marketing Dynamics ● Chapter 37 Promotional Mix ● 02 of 8 E-Flash Cards
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Seller communicates directly
with the buyer and asks for an
immediate response, but uses
some method other than face-toface selling, such as a TV shopping
program.
direct-response campaign
Marketing Dynamics ● Chapter 37 Promotional Mix ● 03 of 8 E-Flash Cards
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promotional campaign
A series of coordinated
promotional activities designed to
achieve a specific goal.
Marketing Dynamics ● Chapter 37 Promotional Mix ● 04 of 8 E-Flash Cards
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Combination of promotional
elements—personal selling,
advertising, sales promotion,
and public relations—used in a
promotion.
promotional mix
Marketing Dynamics ● Chapter 37 Promotional Mix ● 05 of 8 E-Flash Cards
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Promotional efforts are focused
on the consumer.
pull strategy
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Promotional efforts are focused
on the intermediaries—
wholesalers, distributors, and
retailers.
push strategy
Marketing Dynamics ● Chapter 37 Promotional Mix ● 07 of 8 E-Flash Cards
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sponsorship
Marketing activity in which
the sponsor pays (in part or
in whole) for an activity such
as a sporting event, cultural
performance, or charity event.
Marketing Dynamics ● Chapter 37 Promotional Mix ● 08 of 8 E-Flash Cards