MKTG 3832 Study Guide - Midterm Guide: Takers, Assertiveness, Customer Relationship Management
Document Summary
A cash refund given for the purchase of a product during a specific period. An extra item offered to the consumer, usually in exchange for some proof of purchase of the promoted product. Ex: the happy meal toy, two for the price of one. A thirty-minute or longer advertisement that looks more like a television talk show than a sales pitch. Defining advertising goals for measured advertising results: define target audience, define desired percentage change, define the time frame for change. Is a purchase situation involving a personal, paid for communication between two people in an attempt to influence each other. Personal selling provides detailed explanation or demonstration of the product. Message can be varied according to motivations of each customer. Personal selling can be directed only to qualified prospects. Costs can be controlled by adjusting the size of the sales force in one-person increments.
