home Marketing Basics of Marketing - Kotler Philip

Basics of Marketing - Kotler Philip

The basic concepts found in Chapter 14

Coding - in communication, the process of representing thoughts in a symbolic form.

Personal sale - the oral presentation of the goods during a conversation with one or more potential buyers with the goal of making a sale.

Feedback is part of the response that the recipient brings to the sender's attention.

A call is a set of characters transmitted by the sender.

Response - a set of responses of the recipient, resulting from contact with the treatment.

The sender - in communication, the party sending the appeal to the other party.

The recipient is the party receiving the request, transferred by the other party.

Interference is the appearance in the communication process of unplanned environmental interferences or distortions, as a result of which the recipient receives an appeal different from that sent by the sender.

Propaganda is an impersonal and unpaid sponsor stimulation of demand for a product, service or business organizational unit through the dissemination of commercially important information about them in print media or favorably presented by radio, television or from the stage.

Decoding - in the communication process, during which the recipient attaches importance to the symbols transmitted by the sender.

Advertising is any paid form of non-personal representation and promotion of ideas, goods or services on behalf of a well-known sponsor.

Means of dissemination of information - channels of communication, through which the transfer is transferred from the sender to the recipient.

Stimulation of sales - a short-term incentive measures to encourage the purchase or sale of goods or services.