Marketing mix - promotion and place Flashcards Preview

AS Business 9606 > Marketing mix - promotion and place > Flashcards

Flashcards in Marketing mix - promotion and place Deck (16)
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1
Q

Promotion

A

the use of advertising, sales promotion, personal selling, direct mail, trade fairs, sponsorship and public relations to inform consumers and persuade them to buy

2
Q

Promotion mix

A

the combination of promotional techniques that a firm uses to sell a product

3
Q

Above-the-line promotion

A

a form of promotion that is undertaken by a business by paying for communication with consumers

4
Q

Advertising

A

paid for communication with consumers to inform and persuade

5
Q

Below-the-line promotion

A

promotion that is not a directly paid for means of communication, but based on short term incentives to purchase

6
Q

Sales promotion

A

incentives such as special offers or special deal directed at consumers or retailers to achieve short term sales increases and repeat purchases from consumers

7
Q

Personal selling

A

a member of the sales staff communicates with one consumer with the aim of selling the products and develop a long term relationship between the company and the consumer

8
Q

Sponsorship

A

payment by a company to organisers of an event/team/individuals so that their company names become associated with the event/team/individuals

9
Q

Public relations

A

the deliberate use of free publicity provided by newspapers, TV and other media to communicate with and achieve understanding by the public

10
Q

Branding

A

the strategy of differentiating products from those of competitors by creating an identifiable image and clear expectations about a product

11
Q

Marketing or promotion budget

A

the financial amount made available by a business to spend on marketing during a certain time period

12
Q

Channel of distribution

A

this refers to the chain of intermediaries a product passes through from producer to final consumer

13
Q

Internet marketing

A

refers to advertising and marketing activities that use the internet, email and mobile communications to encourage direct sales via electronic commerce

14
Q

E-commerce

A

the buying and selling of goods and services by businesses and consumers through electronic medium

15
Q

Viral marketing

A

the use of social media sites or text messages to increase brand awareness or sell products

16
Q

Integrated marketing mix

A

the key marketing decisions complement each other and work together to give customers a consistent message about the product