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MGT301 - Principles of Marketing - Lecture Handout 39

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KEY TERMS

Advertising:

Any paid form of non personal presentation and promotion of ideas, goods, or services by an identified sponsor.

Personal selling:

Personal presentation by the firm's sales force for the purpose of making sales and building customer relationships.

Sales promotion:

Short-term incentives to encourage the purchase or sale of a product or service.

Public relations:

Building good relations with the company's various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events.

Direct marketing:

Direct connection with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting
customer relationships—the use of telephone, mail, fax, e-mail, the Internet, and other tools to communicate directly with specific consumers.

Personal Communication Channels:

In personal communication channels, two or more people communicate directly with each other.

Non-personal Communication Channels:

Non personal communication channels are media that carry messages without personal contact or feedback.

Public Relations:

Public relations involves building good relations with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events.

Advertising:

can reach masses of geographically dispersed buyers at a low cost per exposure, and it enables the seller to repeat a message many times

Publicity

Public information is information about a company’s goods or services appearing in the mass media as a news item. Stimulation of demand for a good, service, place, idea, person, or organization by unpaid placement of commercially significant news or favorable media presentations.

Sales Promotion:

Sales promotion consists of short-term incentives to encourage the purchase or sale of a product or service. Whereas advertising and personal selling offer reasons to buy a product or service, sales promotion offers reasons to buy now.

Catalog Marketing:

Catalog marketing involves selling through catalogs mailed to a select list of customers or made available in stores

Kiosk Marketing:

Some companies place information and ordering machines (called kiosks) in stores, airports, and other location

Database marketing

is the process of building, maintaining, and using customer databases and other databases for the purposes of contacting and transacting with customers.

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