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Marketing

Promotion/ Channel Management

TermDefinition
Institutional Promotion Used in an effort to create a positive image, build goodwill, and increase loyalty.
Positive Public relations that can help maintain a positive image and increase sales.
Personal Selling Planned, personalized communication designed to satisfy needs and wants.
Public Relations Activities used by a business to maintain a positive image about a company.
Negative Public relations that can be very damaging to a company and the image about a company.
Promotion Any form of communication a business uses to inform, remind, or persuade customers.
Specialty Media Items such as ink pens, stickers, hats, or water bottles that are given away to public.
News Release An announcement detailing newsworthy information about a company or product.
Product Promotion Used to increase sales of a business and its products.
Advertising Any paid, non-personal of communication designed to inform, persuade, or remind.
Sales Promotion Communication or activities used to stimulate sales, create awareness of a new product, or to create goodwill for the business.
Public Relations Using media to bring newsworthy information to the public's attention.
Online Media Includes the use of email and the World Wide Web to promote products.
Coupons Certificates that provide cash discounts, or money off, on a good or service.
Product Samples Free trial sizes of a product given out to potential customers.
Sponsorship A company pays for the right to promote itself and its products at a location or event.
Rebate Money back from a purchase received when a customer completes the requirements.
Niche Catalog Type of direct-mail advertising used to sell specialized products.
Organic Marketing Word-of-mouth marketing that begins naturally with a customers advocating for product
Amplified Word-of-mouth Word-of-mouth marketing initiated by the business using techniques such as creating online community groups or providing information to activists.
Out-of-door Media Electrical signs located in high-traffic areas are uses this type of advertising media.
Newsletter Example of public relations used to maintain positive relationships with shareholders.
Press Release Example of a common communications channel used in public relations.
Product Placement Featuring a product or name brand in a movie or TV show.
Direct Response Advertising Customers are encouraged to order a product by phone after viewing an infomercial.
Distribution Center A short-term storage center located close to a major market to facilitate the rapid processing of orders and shipment of goods to customers: unlike a warehouse, the emphasis is on the moving of goods rather than on long-term storage.
Ultimate Consumer Anyone who personally uses a good or service to satisfy his/her own wants.
Distribution A marketing/business function that is responsible for moving, storing, locating, and/or transferring ownership of goods and services.
Channel A path through which goods and services flow in one direction (from vendor to the consumer), and the payments generated by them that flow in the opposite direction (from consumer to vendor).
Non-store Retailing A business that buys consumer goods or services and sells them to the ultimate consumer by means other than through a store.
Indirect Distribution A channel of distribution in which goods and services move from the producer to the channel members and then to consumer or industrial users.
Channel Members Businesses or individuals who assist in moving goods and services from the producer to the consumer.
Channels of Distribution Paths, or routes, that goods or services take from the producer to the ultimate consumer or industrial user.
Selective Distribution A distribution pattern is which a producer sells a product through a limited number of middle men in a geographic area.
Consumer Goods Items produced for personal use.
Direct Distribution A channel of distribution in which goods and services move directly from the producer to the consumer or industrial user.
Wholesalers Intermediaries who help to move goods between producer and retailers by buying goods from producers and selling them to retailers.
Dual Distribution Distribution a product through two different channels.
Exclusive Distribution A distribution pattern in which a producer sells a product through just on middleman in a geographic area.
Agents Intermediaries who assist in the sale and/or promotion of goods and services but do not take title to them.
Industrial Goods Products purchased by producers for resale, to make other goods and services, and/or to use in business operations.
Intensive Distribution A distribution pattern in which a producer sells a product through every available wholesaler and retailer in a geographic area where consumers might look for it.
Channel Intensity Refers to the number of intermediaries present in the distribution or marketing channel.
Intermediaries Channel members operating between the producer and the consumer or industrial user to help in the movement of goods and services.
Logistics Refers to managing the flow of goods and services from production to consumption.
Middlemen Channel members operating between the producer and the consumer or industrial user to help in the movement of goods and services. See intermediaries.
Channel Management Processes by which marketers unsure that products are distributed to customers efficiently and effectively. A marketing function that involves identifying, selecting, monitoring, and evaluating sales channels.
Retailers A business that buys consumer goods or services and sells them to the ultimate consumer.
Channel Length The total number of channel members in a channel of distribution.
Integrated Distribution Manufacturers acts as wholesaler and retailer for its own products.
Created by: 1436998
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