MKTG 313 Chapter Notes - Chapter 13: Marketing Mix, Sales Promotion, Integrated Marketing Communications
313 principles of marketing chapter 13 terms
promotion
Communicating information between seller and potential buyer or others in the channel to
influence attitudes and behavior
personal selling
Direct spoken communication between sellers and potential customers, usually in person but
sometimes over the telephone.
mass selling
Communicating with large numbers of potential customers at the same time.
advertising
Any paid form of nonpersonal presentation of ideas, goods, or services by an identified sponsor.
publicity
Any unpaid form of nonpersonal presentation of ideas, goods, or services.
sales promotion
Those promotion activities—other than advertising, publicity, and personal selling—that
stimulate interest, trial, or purchase by final customers or others in the channel.
sales managers
Managers concerned with managing personal selling
Advertising managers
Managers of their company's mass selling effort in television, newspapers, magazines, and
other media
Public relations
Communication with noncustomers‑‑including labor, public interest groups, stockholders, and
the government
sales promotion managers
: Managers of their company's sales promotion effort.
Integrated marketing communications
The intentional coordination of every communication from a firm to a target customer to
convey a consistent and complete message
AIDA model
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Document Summary
313 principles of marketing chapter 13 terms promotion. Communicating information between seller and potential buyer or others in the channel to influence attitudes and behavior personal selling. Direct spoken communication between sellers and potential customers, usually in person but sometimes over the telephone. mass selling. Communicating with large numbers of potential customers at the same time. advertising. Any paid form of nonpersonal presentation of ideas, goods, or services by an identified sponsor. publicity. Any unpaid form of nonpersonal presentation of ideas, goods, or services. sales promotion. Those promotion activities other than advertising, publicity, and personal selling that stimulate interest, trial, or purchase by final customers or others in the channel. sales managers. Managers of their company"s mass selling effort in television, newspapers, magazines, and other media. Communication with noncustomers including labor, public interest groups, stockholders, and the government sales promotion managers. : managers of their company"s sales promotion effort.
