| A | B |
|---|
| immediate feedback | Personal selling is more appropriate than mass selling when you need THIS |
| sales promotion | THESE activities try to stimulate interest, trial, or purchase by final customers or others in the channel. |
| public relations | communication with noncustomers, including labor, public interest groups, stockholders, and the government |
| marketing | determining the blend of promotion methods for a firm is the responsibility of THIS manager |
| persuading | developing a favorable set of attitudes so customers will buy, and keep buying, a firm's product is this objective of promotion |
| AIDA | THIS is to get Attention, to hold Interest to arouse Desire and to to obtain Action |
| source | The individual who encodes a message in the communication process is also most likely to be THIS |
| pulling promotion | This type of promotion would be when companies give samples directly to consumers to encourage them to purchase the product at their local retail stores. |
| ad agencies | THESE bring experience from working with other clients to a client’s problem |
| Cooperative advertising | wholesalers and retailers doing advertising that is partially paid for by the producer |
| institutional advertising | types of advertising promotes an organization's image, reputation, or ideas rather than a specific produc |
| pioneering advertising | attempts to develop selective demand for a specific brand |
| radio | advertising media is characterized by wide reach, a segmented audience, relatively low cost, and short exposure |
| digital advertising | THIS is responsible for the decline in the percentage of ad revenue being spent on advertising in newspapers and magazines and on television |
| pay-per-click | Most websites use THIS advertising model, which requires advertisers to pay media costs only when a customer uses the ad to link to the advertiser's website |
| click fraud | If a company runs numerous ads on its website and pays people to click on those ads, regardless of whether or not they are actually interested in the products being advertised & then the advertisers must pay that business a fee for each click |
| publicity | THIS works best when it is an integrated part of the marketing mix |
| earned | Promotional messages generated by third parties, such as journalists or customers, rather than by the company or brand |
| control | earned media is out of a marketing manager's ________ |
| white papers | THESE most successful with business customers when they aid the customer in solving a specific problem but do not promote a particular company's products |
| respond and fix | If a company receives negative review it should do THIS with the problems |
| sponsored message | This is an example of paid media |
| company | An example of owned media is a a Facebook post by the ____________ |
| Facebook | social media site dominates social media and is used so extensively that most organizations must have at least some presence on it |
| "economies of scale" | as a company produces larger numbers of a particular product, the cost for each unit of the product goes down |
| guide | Marketing should_______production, accounting, and financial activities |
| standardization and grading | function of marketing involves sorting products according to their size and quality, helping to reduce their need for inspection, and sampling |
| market directed | In THIS type of economy, Macro-level decisions for the whole economy are based on the individual decisions of the economy's many producers and consumers |
| market concept | The goal of THIS is to satisfy customers at a profit |
| market oriented | In THIS type of firm, every department’s activities are guided by what customers need and what the firm can deliver at a profit |
| Marketing Strategy | THIS specifies a target market and a related marketing mix |
| mass marketing | THIS assumes that everyone is basically the same. |
| Customer | the target of a marketing mix. |
| breakthrough opportunity | developing an innovative and hard-to-copy marketing strategy |
| SWOT analysis | The purpose of THIS is to to develop screening criteria that will help a company identify what marketing strategy to pursue |
| manufacturing | firms can increase production flexibility by not doing their own |
| free trade agreements | the purpose of THESE is to eliminate import and export barriers between countries |
| CPSC | has broad power to set safety standards and can impose penalties for violation of these standards. |
| Sherman Act | the federal law of 1890 outlawed anticompetitive activities and actions that create or attempt to monopolize a market |
| foreigners | GDP differs from gross national income (GNI) in that GDP includes the income earned by___________ who own resources in a nation, |
| generic market | THIS has customers with broadly similar needs. often includes consumers who will satisfy the same need in quite different ways. often involves sellers who compete in different product-markets. often includes sellers who offer diverse ways of satisfying a need. |
| broad | The first step in the market segmentation process involves naming _________product-markets |
| combiners | Target markets who are THIS use one marketing mix to appeal to multiple submarkets, even though the submarkets have some distinct differences |
| profit | The balancing point that determines just how unique a marketing mix a firm can afford to develop for a particular market segment |
| buyer persona | a detailed description of a typical, but fictional, customer |
| drive | a strong stimulus that encourages action to reduce a need |
| selective perception | he process of screening out or modifying ideas, messages, and information that conflict with previously learned attitudes and beliefs |
| reinforcement | when a response satisfies a drive, strengthening the relationship between the cue and the response |
| attitude | a person’s point of view toward somethin |
| purchase situation | the purpose, time available, and location of a purchase make up THIS |
