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final marketing voca
marketing vocab for the final ch 13-16
| Term | Definition |
|---|---|
| product advertising | advertising messages that focus on a specific good or service |
| institutional advertising | advertising messages that promote the activities, personality, or point of view of an organization or company |
| corporate advertising | advertising that promotes the company as a whole instead of a firm's individual products |
| advocacy advertising | a type of public service advertising where an organization seeks to influence public opinion on an issue because it has some stake in the outcome |
| public service advertisements (PSAs) | advertising run by the media for not-for-profit organizations or to champion a particular cause without charge |
| advertising campaign | a coordinated, comprehensive plan that carries out promotion objectives and results in a series of advertisements placed in media over a period of time |
| limited-service agency | an agency that provides one or more specialized services, such as media buying or creative development |
| full-service agency | an agency that provides most or all of the services needed to mount a campaign, including research, creation of ad copy and art, media selection, and production of the final messages |
| account executive (account manager) | a member of the account management department who supervises the day-to-day activities of the account and is the primary liaison between the agency and the client |
| account planner | a member of the account management department who combines research and account strategy to act as the voice of the consumer in creating effective advertising |
| creative services | the agency people (creative director, copywriters, and art director) who dream up and produce the ads |
| research and marketing services | advertising agency department that collects and analyzes information that will help account executives develop a sensible strategy and assist creatives in getting consumer reactions to different versions of ads |
| media planners | agency personnel who determine which communication vehicles are the most effective and efficient to deliver the ad |
| user-generated content (UGC) or consumer-generated media (CGM) | online consumer comments, opinions, advice and discussions, reviews, photos, images, videos, podcasts, webcasts, and product, related stories available to other consumers |
| do-it-yourself (DIY) ads | product ads that are created by consumers |
| crowdsourcing | a practice in which firms outsource marketing activities (such as selecting an ad) to a community of users |
| greenwashing | a practice in which companies promote their products as environmentally friendly when in truth the brand provides little ecological benefit |
| corrective advertising | advertising that clarifies or qualifies previous deceptive advertising claims |
| puffery | claims made in advertising of product superiority that cannot be proven true or untrue |
| creative strategy | the process that turns a concept into an advertisement |
| creative brief | a guideline or blueprint for the marketing communication program that guides the creative process |
| advertising appeal | the central idea or theme of an advertising message |
| unique selling proposition (USP) | an advertising appeal that focuses on one clear reason why a particular product is superior |
| reminder advertising | advertising aimed at keeping the name of a brand in people's minds to be sure consumers purchase the product as necessary |
| teaser or mystery advertising | ads that generate curiosity and interest in a to-be-introduced product by drawing attention to an upcoming ad campaign without mentioning the product |
| execution format | the basic structure of the message such as comparison, demonstration, testimonial, slice-of-life and lifestyle |
| tonality | the mood or attitude the message conveys (straightforward, humor,dramatic, romantic, sexy, and apprehension/fear) |
| jingles | original words and music written specifically for advertising executions |
| slogans | simple, memorable linguistic devices linked to a brand |
| pretesting | a research method that seeks to minimize mistakes by getting consumer reactions to ad messages before they appear in the media |
| media planning | the process of developing media objectives, strategies,and tactics for use in an advertising campaign |
| digital media | media that are digital rather than analog including web sites, mobile or cellular phones, and digital video such as youtube |
| owned media | internet sites such as websites, blogs, facebook, and twitter accounts that are owned by an advertiser |
| paid media | internet media such as display ads, sponsorships, and paid key word searches that are paid for by an advertiser |
| earned media | word-of-mouth or buzz using social media where the advertiser has no control |
| banners | internet advertising in the form of rectangular graphics at the top or bottom of web pages |
| buttons | small banner-type advertisements that can be placed anywhere on a web page |
| pop-up ad | an advertisement that appears on the screen while a web page loads or after it had loaded |
| search engines | internet programs that search for documents with specified keywords |
| web directory | internet program that lists sites by categories and subcategories |
| e-mail advertising | advertising messages sent via e-mail to large numbers of people simultaneously |
| spam | the use of electronic media to send unsolicited messages in bulk |
| permission marketing | e-mail advertising in which on-line consumers have the opportunity to accept or refuse the unsolicited e-mail |
| mobile advertising | a form of advertising that is communicated to the consumer via a handset |
| video sharing | uploading video recordings on to internet sites such as youtube so that thousands or even millions of other internet users can see them |
| vlogs | video recordings shared on the internet |
| branded entertainment | a form of advertising in which marketers integrate products into entertainment venues |
| augmented reality | a form of technology where a view of a realworld environment joins a layer of virtual computer-generated imagery to create a mixed reality |
| advergaming | brand placements in video games |
| support media | media such as dirctories or out-of-home media that may be used to reach people who are not reached by mass media advertising |
| out-of-home media | communication media that reach people in public places |
| digital signage | out-of-home media that use digital technology to change the message at will |
| place-based media | advertising media that transmit messages in public places, such as doctors' offices and airports, where certain types of people congregate |
| media schedule | the plan that sepcifies the exact media to use and when to use it |
| reach | the percentage of the target market that will be exposed to the media vehicle |
| frequency | the average number of times a person in the target group will be exposed to the message |
| gross rating points (GRPs) | a measure used for comparing the effectiveness of different media vehicles: average reach X frequency |
| cost per thousand (CPM) | a measure used to compare the relative cost effectiveness of different media vehicles that have different exposure rates; the cost to deliver a message to 1,000 people or homes |
| posttesting | research conducted on consumers' responses to actual advertising messages they have seen or heard |
| unaided recall | a research technique conducted by telephone survey or personal interview that asks whether a person remembers seeing an ad during a specified period without giving the person the name of the brand |
| aided recall | a research technique that uses clues to prompt answers from people about advertisements they might have seen |
| attitudinal measures | a research technique that probes a consumer's beliefs or feelings about a product before and after being exposed to messages about it |
| public relations (PR) | communication function that seeks to build good relationships with an organization's publics, including consumers, stockholders, and legislators |
| publicity | upaid communication about an organization that appears in the mass media |
| crisis management | the process of managing a company's reputation when some negative event threatens the organization's image |
| public relations campaign | a coordinated effort to communicate with one or more of the firm's publics |
| press release | information that an organization distributes to the media intended to win publicity |
| internal PR | PR activities aimed at employees of an organization |
| investor relations | PR activities such as annual and quarterly reports aimed at a firm's investors |
| lobbying | talking with and providing information to government officials in order to influence their activities relating to an organization |
| speech writing | writing a speech on a topic for a company executive to deliver |
| corporate identity | materials such as logos, brochures, building design, and stationery that communicate an image of the organization |
| media relations | a PR activity aimed at developing close relationships with the media |
| sponsorships | PR activities through which companies provide financial support to help fund an event in return for publicized recognition of the company's contribution |
| special events | activities - from a visit by foreign investors to a company picnic- that are planned and implemented by a PR department |
| guerilla marketing | marketing activity in which a firm "ambushes" consumers with promotional content in places they are not expecting to encounter this kind of activity |
| sales promotion | programs designed to build interest in or encourage purchase of a product during a specified period |
| rebates | sales promotions that allow the customer to recover part of the product's cost from the manufacturer |
| frequency programs | consumer sales promotion programs that offer a discount or free product for multiple purchases over time; also referred to as loyalty or continuity programs |
| premiums | items offered free to people who have purchased a product |
| product sampling | distributing free trial-size versions of a product to consumers |
| trade promotions | promotions that focus on members of the "trade," which include distribution channel members, such as retail salespeople or wholesale distributors, that a firm must work with in order to sell its products |
| merchandising allowance | reimburses the retailer for in-store support of the product |
| case allowance | a discount to the retailer or wholesaler based on the volume of product ordered |
| co-op advertising | a sales promotion where the manufacturer and the retailer share the cost |
| trade shows | events at which many companies set up elaborate exhibits to show their products, give away samples, distribute product literature, and troll for new business contacts |
| promotional products | goodies such as coffee mugs, t-shirts, and mangets given away to build awareness for a sponsor. some freebies are distributed directly to consumers and business customers; others are intended for channel partners such as retailers and vendors |
| point-of-purchase (POP) displays | in-store displays and signs |
| push money | a bonus paid by a manufacturer to a salesperson, customer, or distributor for selling its product |
| direct marketing | any direct communication to a consumer or business recipient designed to generate a response in the form of an order, a request for further information, and/or a visit to a store or other place of business for purchase of a product |
| catalog | a collection of products offered for sale in book form, usually consisting of product descriptions accompanied by photos of the items |
| direct mail | a brochure or pamphlet that offers a specific good or service at one point in time |
| telemarketing | the use of the telephone to sell directly to consumers and business customers |
| direct-response advertising | a direct marketing approach that allows the consumer to respond to a message by immediately contacting the provider to ask questions or order the product |
| direct-response tv (DRTV) | advertising on TV that seeks a direct response, including short commercials of less than two minutes, 30-minute or longer infomercials, and home shopping networks |
| infomercials | half-hour or hour-long commercials that resemble a talk show but actually are sales pitches |
| m-commerce | promotional and other e-commerce activities transmitted over mobile phones and other mobile devices, such as smartphones and personal digital assistants (PDAs) |
| personal selling | marketing communication by which a company representative interacts directly with a customer or prospective customer to communicate about a good or service |
| order taker | a salesperson whose primary function is to facilitate transactions that the customer initiates |
| technical specialist | a sales support person with a high level of technical expertise who assists in product demonstrations |
| missionary salesperson | a salesperson who promotes the firm and tries to stimulate demand for a product but does not actually complete a sale |
| new-business salesperson | the person responsible for finding new customers and calling on them to present the company's products |
| order getter | a salesperson who works to develop long-term relationships with particular customers or to generate new sales |
| team selling | the sales function when handled by a team that may consist of a salesperson, a technical specialist, and others |
| transactional selling | a form of personal selling that focuses on making an immediate sale with little or no attempt to develop a relationship with the customer |
| relationship selling | a form of personal selling that involves securing, developing, and maintaining long-term relationships with profitable customers |
| creative selling process | the process of seeking out potential customers, analyzing needs, determining how product attributes might provide benefits for the customer, and then communicating that information |
| prospecting | a part of the selling process that includes identifying and developing a list of potential or prospective customers |
| preapproach | a part of the selling process that includes developing information about prospective customers and planning the sales interview |
| approach | the first step of the actual sales presentation in which the salesperson tries to learn more about the customer's needs, create a good impression, and build rapport |
| sales presentation | the part of the selling process in which the salesperson directly communicates the value proposition to the customer and invites two-way communication |
| close | the stage of the selling process in which the salesperson actually asks the customer to buy the product |
| follow-up | activities after the sale that provide important services to customers |
| sales management | the process of planning, implementing, and controlling the personal selling function of an organization |
| sales territory | a set of customers, often defined by geographic boundaries, for whom a particular salesperson is responsible |
| supply chain | all the activities necessary to turn raw materials into a good or service and put it in the hands of the consumer or business customer |
| supply chain management | the management of flows among firms in supply chain to maximize total profitability |
| insourcing | a practice in which a company contracts with a specialist firm to handle all or part of its supply chain operations |
| channel of distribution | the series of firms or individuals that facilitates the movement of a product from the producer to the final customer |
| channel intermediaries | firms or individuals such as wholesalers,agents, brokers, or retailers who help move a product from the producer to the consumer or business user. an older term for intermediaries is middlemen |
| breaking bulk | dividing larger quantities of goods into smaller lots in order to meet the needs of buyers |
| creating assortments | providing a variety of products in one location to meet the needs of buyers |
| facilitating functions | functions of channel intermediaries that make the purchase process easier for customers and manufacturers |
| disintermediation (of the channel of distribution) | the elimination of some layers of the channel of distribution in order to cut costs and improve the efficiency of the channel |
| knowledge management | a comprehensive approach to collecting, organizing, storing, and retrieving a firm's information assets |
| online distribution piracy | the theft and unauthorized repurposing of intellectual property via the internet |
| wholesaling intermediaries | firms that handle the flow of products from the manufacturer to the retailer or business user |
| independent intermediaries | channel intermediaries that are not controlled by any manufacturer but instead do business with many different manufacturers and many different customers |
| merchant wholesalers | intermediaries that buy goods from manufacturers (take title to them) and sell to retailers and other business-to-business customers |
| take title | to accept legal ownership of a product and assume the accompanying rights and responsibilities of ownership |
| merchandise agents or brokers | channel intermediaries that provide services in exchange for commissions but never take title to the product |
| channel levels | the number of distinct categories of intermediaries that populate a channel of distribution |
| hybrid marketing system | a marketing system that uses a number of different channels and communication methods to serve a target market |
| slotting allowance | a fee paid in exchange for agreeing to place a manufacturer's products on a retailer's valuable shelf space |
| conventional marketing system | a multiple-level distribution channel in which channel members work independently of one another |
| vertical marketing system (VMS) | a channel of distribution in which there is formal cooperation among members at the manufacturing, wholesaling, and retailing levels |
| horizontal marketing system | an arrangement within a channel of distribution in which two or more firms at the same channel level work together for a common purpose |
| intensive distribution | selling a product through all suitable wholesalers or retailers that are willing to stock and sell the product |
| exclusive distribution | selling a product only through a single outlet in a particular region |
| selective distribution | distribution using fewer outlets than intensive distribution but more than exclusive distribution |
| channel leader | a firm at one level of distribution that takes a leadership role, establishing operating norms and processes based on its power relative to other channel members |
| logistics | the process of designing, managing, and improving the movement of products through the supply chain. logistics includes purchasing, manufacturing, storage, and transport |
| physical distribution | the activities that move finished goods from manufacturers to final customers, including order processing, warehousing, materials handling, transportation, and inventory control |
| order processing | the series of activities that occurs between the time an order comes into the organization and the time a product goes out the door |
| enterprise resource planning (ERP) systems | a software system that integrates information from across the entire company, including finance, order fulfillment, manufacturing, and transportation and then facilitates sharing of the data throughout the firm |
| warehousing | storing goods in anticipation of sale or transfer to another member of the channel of distribution |
| materials handling | the moving of products into, within, and out of warehouses |
| transportation | the mode by which products move among channel members |
| inventory control | activities to ensure that goods are always available to meet customers' demands |
| radio frequency indentification (RFID) | product tags with tiny chips containing information about the item's content, origin, and destination |
| just in time (JIT) | inventory management and purchasing processes that manufacturers and resellers use to reduce inventory to very low levels and ensure that deliveries from suppliers arrive only when needed |
| perfect order measurement | a supply chain metric that tracks multiple steps in getting a product from a manufacturer to a customer |
| retailing | the final stop in the distribution channel in which organizations sell goods and services to consumers for their personal use |
| wheel-of-retailing hypothesis | a theory that explains how retail firms change, becoming more upscale as they go through their life cycle |
| retail life cycle | a theory that focuses on the various stages that retailers pass through from introduction to decline |
| mergers | when two or more separately owned retail firms combine |
| downsizing | when a firm in a mature industry closes or sells off unprofitable stores or entire divisions |
| point-of-sale (POS) systems | retail computer systems that collect sales data and are hooked directly into the store's inventory-control systems |
| perpetual inventory unit control system | retail computer system that keeps a running total on sales, returns, transfers to other stores and so on |
| automatic reordering system | retail reordering system that is automatically activated when inventories reach a certain level |
| shrinkage | losses experienced by retailers due to shoplifting, employee theft, and damage to merchandise |
| retail borrowing | consumer practice of purchasing a product with the intent to return the nondefective merchandise for a refund after it has fulfilled the purpose for which it was purchased |
| merchandise mix | the total set of all products offered for sale by a retailer, including all product lines sold to all consumer groups |
| combination stores | retailers that offer consumers food and general merchandise in the same store |
| supercenters | large combination stores that combine economy supermarkets with other lower-priced merchandise |
| merchandise assortment | the range of products a store sells |
| merchandise breadth | the number of different product lines available |
| merchandise depth | the variety of choices available for each specific product line |
| convenience stores | neighborhood retailers that carry a limited number of frequently purchased items and cater to consumers willing to pay a premium for the ease of buying close to home |
| supermarkets | food stores that carry a wide selection of edibles and related products |
| box stores | food stores that have a limited selection of items, few brands per item, and few refrigerated items |
| category killer | a very large specialty store that carries a vast selection of products in its category |
| specialty stores | retailers that carry only a few product lines but offer good selection within the lines that they sell |
| leased departments | departments within a larger retail store that an outside firm rents |
| variety stores | stores that carry a variety of inexpensive items |
| general merchandise discount stores | retailers that offer a broad assortment of items at low prices with minimal service |
| off-price retailers | retailers that buy excess merchandise from well-known manufacturers and pass the savings on to customers |
| warehouse clubs | discount retailers that charge a modest membership fee to consumers who buy a broad assortment of food and nonfood items in bulk and in a warehouse environment |
| factory outlet store | a discount retailer, owned by a manufacturer, that sells off defective merchandise and excess inventory |
| department stores | retailers that sell a broad range of items and offer a good selection within each product line |
| hypermarkets | retailers with the characteristics of both warehouse stores and supermarkets; hypermarkets are several times larger than other stores and offer virtually everything from grocery items to electronics |
| nonstore retailing | any method used to complete an exchange with a product end user that does not require a customer visit to a store |
| direct selling | an interactive sales process in which a salesperson presents a product to one individual or a small group, takes orders, and delivers the merchandise |
| Green River Ordinances | community regulations that prohibit door-to-door selling unless prior permission is given by the household |
| party plan system | a sales technique that relies heavily on people getting caught up in the "group spirit," buying things they would not normally buy if they were alone |
| multilevel or network marketing | a system in which a master distributor recruits other people to become distributors, sells the company's product to the recruits, and receives a commission on all the merchandise sold by the people recruited |
| pyramid schemes | an illegal sales technique that promises consumers or investors large profits from recruiting others to join the program rather than from any real investment or sale of goods to the public |
| business-to-consumer (B2C) e-commerce | on-line exchanges between companies and individual consumers |
| experimental shoppers | consumers who engage in on-line shopping because of the experimental benefits they receive |
| store image | the way the marketplace perceives a retailer relative to the competition |
| atmospherics | the use of color, lighting, scents, furnishings, and other design elements to create a desired store image |
| traffic flow | the direction in which shoppers will move through the store and which areas they will pass or avoid |
| visual merchandising | the design of all the things customers see both inside and outside the store |
| storefront | the physical exterior of a store |
| marquee | the sign that shows a store's name |
| central business districts (CBD) | the traditional downtown business area found in a town or city |
| shopping center | a group of commercial establishments owned and managed as a single property |
| popup store | a temporary retail space a company erects to build buzz for its products |
| trade area | a geographic zone that accounts for the majority of a store's sales and customers |
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