| A | B |
|---|
| promotional mix | combination of strategies such as advertising, direct marketing, coupons, etc. |
| premiums | low cost items given to consumers at a discount or for free. |
| institutional advertising | process used to try to create a favorable image for a company and foster goodwill in the market place. |
| product promotion | convinces prospects to select its products or service instead of a competitor’s brand. |
| customer relationship management | identifying and understanding customers to form a strong, long‐lasting relationship. |
| emotional barriers | biases against the sender’s opinions that prevent a listener from understanding. |
| direct marketing | type of advertising directed to a targeted group of prospects and customers rather than to a mass audience. |
| sals promotion | represents all marketing activities‐other than personal selling, advertising and public relations‐ used to stimulate purchasing and sales. |
| public relations | enables an organization to influence a target audience; Creates favorable image, cultivates media relations |
| specialty media | relatively inexpensive, useful items featuring an advertiser’s name or logo that are given away; also known as giveaways or advertising specialties. |
| display advertising | a way to display the product and persuade the buyer to purchase it |
| frequency | how many times a person is exposed to an ad |
| audience | number of people or homes that are exposed to an ad |
| impression | a single exposure to an ad |
| transit advertising | advertising on public forms of transportation: buses, taxis, trains, etc. |
| exclusive distribution | involves protected territories for distribution of a product in a given geographic area. Dealers are assured that they are the only ones within a certain geographic radius that have the right to sell the manufacturer’s or wholesaler’s products. |
| just-in-time inventory system | when a business order a product or materials right before it will be used |
| product research | centers on evaluating product design, package design, product usage, and consumer acceptance of new and existing products. |
| suggestion selling | a method of selling in which a salesperson recommends additional goods or services to the customer. |
| substitution method | a selling method that involves recommending a different product that would still satisfy the customer’s needs. |
