College Plus Principles of Marketing, Chapter 7: Promotional Strategy

Promotion Mix
Those elements that contribute to the firm’s overall communications program. The mix includes advertising, personal selling, publicity, public relations, and sales promotion.
Integrated Marketing Communications
The concept of planning a comprehensive program that coordinates all promotional activities.
Promotion Objectives
Can address three goals in the marketing mix:
-Inform about new products
-Persuade buyers
-Remind buyers about availability of well-established products.
Communication Channels
Provide the medium through which promotional messages are sent and delivered.
Reach
The percentage of target audience that is exposed to an ad through a given vehicle, within a specific time frame, typically four weeks.
Frequency
The average number of times that members of the target market are exposed to an ad through a given vehicle.
Gross Rating Points (GRPs)
Calculated by multiplying Reach times Frequency. Indicates “total weight” of advertising delivered.
Creative Platform
Provides the overall concept and theme for an advertising campaign. Themes may relate to the product, the consumer, or the firm.
Order Getters
Responsible for securing new business for the firm.
Order Takers
Service customer accounts that have already been established.
Missionary salespeople
Work for producers and foster goodwill and work to maintain productive relationships with intermediaries and their customers.
Technical specialists
Support the efforts of order getters and order takers by providing customers with expert technical assistance.
Sales Potential
The maximum possible sales within a territory.
Sales Force Allocation
Attempts to match the talent and ability of salespeople to the characteristics of the customers within the territory.
The Selling Process: Prospecting
The process of seeking and identifying prospective buyers, or “leads.”
The Selling Process: Pre-Approach
The salesperson decides how to best initiate a face-to-face meeting.
The Selling Process: Approach
The seller first meets the prospective buyer. Goal is to gain the interest and attention of the buyer.
The Selling Process: Presentation
Can take the form of prepared (“canned”) presentation or interactive (needs-satisfaction) presentation.
The Selling Process: Meeting objections
Answering questions and concerns with well-prepared answers and additional information to overcome any objections the customer has.
The Selling Process: Closing the sale
The stage at which the seller tries to gain a purchase commitment from the prospect.
The Selling Process: The Follow-up
The salesperson’s efforts to assure customer satisfaction after the sale; builds goodwill and encourages future sales.
Canned presentation
A memorized message that is presented to each prospect.
Interactive presentation
A presentation that relies heavily on learning more about the prospect’s needs and preferences through direct interaction.
Relationship Selling
The salesperson’s activities that are focused on building ties to the customer.
Sales Force Structure
How sellers choose to organize their sales force.
Sales Promotion
All paid marketing communications other than advertising, public relations, and personal selling.
Direct Marketing
One-on-one communications with targeted customers and is aimed primarily at obtaining an immediate response.
Online Marketing
All marketing activities conducted through interactive online computer networks or systems that link buyers and sellers.