| A | B |
|---|
| rule of 10 | theory that one dissatisfied customer tells an average of ten people about their bad experience |
| crisis | situation that has, or threatens to have, a significant negative effect on people's lives |
| media | newspaper, television, radio, magazine, and other outlets that provide news and information to the public |
| nonverbal communication | subtle body language conveyed by the facial expressions, tone of voice, gestures, and overall posture of a speaker |
| word-of-mouth | indirect promotional strategy that relies on positive communication between satisfied customers and their friends and family |
| promotional campaign | various methods and strategies that create customer interest and loyalty |
| trade promotion | promotional strategy in which one business targets related, but non-competing businesses that cater to the same customers |
| intermediaries | businesses that are targeted by another company's trade promotion |
| trial and usage promotions | promotional methods such as coupons and sampling that get people to try new products or services |
| sampling | testing a small group of people and generalizing the results for the population as a whole; giving a free sample to increase customer awareness/sales |
| coupons | printed certificates that entitle customers to a reduced price on a product or service |
| special offers | promotional method that usually required customers to make a purchase or reservation within a certain time period |
| premiums | merchandise items offered at a reduced price or free with a purchase of other services or products |
| games | promotional method in which customers play to win prizes based on luck |
| contests | promotional method in which customers compete to win prizes by demonstrating a skill |
| point-of-sale (POS) | promotional material displayed inside a restaurant to promote various products or servics |
| suggestive selling | cost effective way to promote an operation's products and services; assisting guests by describing and recommending menu items |
