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Flashcards in chapter 15 Deck (22)
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1
Q

nonpersonal communication

A

elements of the promotional mix other than personal sales, such as advertising, public relations.

could be known as marketing communications or advertising and sales

2
Q

jargon

A

any specialized language of a group that is used to improve the efficiency of communication among members of the group.

3
Q

direct response request

A

reader surveys, questionnaires, etc. are all forms of customer feedback. However, this requires active interest by the customer in providing feedback

4
Q

noise

A

distortion or inaccuracies in messages–interrupts message

5
Q

selective exposure, attention, and retention

A

different behaviors associated with message perception. There is a degree of subjectivity; based often on the repetitiveness or attentiveness of the receiver

6
Q

selective exposure

A

actual media to which the receiver may be exposed.

ex: McDonalds plays commercials during saturday morning kid shows

7
Q

selective attention

A

protective method receivers use to prevent overload. only useful information is seen

8
Q

selective retention

A

measurement of the “storage function” the quantity or poriton of a message retained and the time sapn over which it is recalled

9
Q

media buy

A

the cost of airing or placing the advertisment

10
Q

public stakeholders

A

those public entities that have a vested interest in the financial performance and/or social responsibility of the firm.

ex: financial retirement holdings on a stock of a firm

11
Q

guerrilla marketing

A

the use of attention getting small events intended to get the company noticed

12
Q

leave behind materials

A

items that sellers can give to customers following an in-person sales call

13
Q

premium merchandise

A

something of limited but noticable value

14
Q

fulfillment firm

A

specialize in timely response to customer inquiries

15
Q

server logs

A

computer file that records every visotr to a website

16
Q

product configurators

A

interactive program that lets the prospective customer choose from among product attribute alternatives to configure a product that the customer believes will best meet their needs

17
Q

SEO

A

search engine optimization

involves designing the site so that search engines find the website and associate it with key words and phrases

18
Q

b2b lead funnel

A

lead, marketing qualified, sales qualified, opportunity, customer/revenue

19
Q

promotional mix (6)

A
advertising
sales promotion
public relations
internet/digital
direct marketing
personal selling
20
Q

what consists of digital marketing (5)

A
social media
online directories
PPC (pay per click ads)
SEO
email marketing
21
Q

social media

A

progressively more important
sqpeak to specific audience
content!!

22
Q

public relations

A

manage corporate brand–not a specific line

focus on:

  • press conferences
  • publicity
  • crisis management