Help

Options

focusNode

Didn't know it?
click below

Knew it?
click below

Don't Know

Remaining cards (0)

Know

retry

shuffle

restart

0:00

Embed Code - If you would like this activity on your web page, copy the script below and paste it into your web page.

Normal Size Small Size show me how

marketing

chp 15-18

Question	Answer
Major types of retailers	department, discount, convenience, super markets,super stores, hypermarkets, warehouse clubs, warehouse showrooms
department stores	Large retail organizations with wide product mixes; employ at least 25 people
discount stores	Self-service, general merchandise outlets that regularly offer brand name and private brand products at low prices
convenience stores	Small, self-service stores that are open long hours and carry a narrow assortment of products, usually convenience items, as well as services such as automatic teller machines
super markets	Large self-service stores that carry a complete line of food products and some nonfood products
super stores	Giant retail outlets that carry products ordinarily found in supermarkets, but also routinely purchased consumer products
hypermarkets	Combine supermarket and discount store shopping in one location
warehouse clubs	Large-scale, members-only selling operations combining cash-and-carry wholesaling and discount retailing
warehouse showroms	Retail facilities in large, low-cost buildings with warehouse materials-handling technology, vertical merchandise displays, large on-premises inventories,and minimal services
traditional specialty retailers	carry a narrow product mix with deep product lines They are sometimes called limited-line retailers.
category killers	are very large specialty stores concentrating on a major product category and competing on the basis of low prices and product availability
off price retailers	buy manufacturers’ seconds, overruns, returns, and off-season production runs at below-wholesale prices for resale to consumers at deep discounts
NEIGHBORHOOD SHOPPING CENTERS	Usually consist of several small convenience and specialty stores
community shopping centers	Contain one or two department stores,some specialty stores, and convenience stores
regional shopping centers	Feature the largest department stores, widest product mixes, and deepest product lines of all shopping centers
superregional shopping centers	Have the widest and deepest product mixes
lyfestyle shopping centers	Typically open-air and feature upscale stores
power shopping centers	Combine off-price stores with category killers
retail positioning	Identifying an unserved or underserved market segment and serving it through a strategy that distinguishes the retailer from others in the minds of consumers
store image	Projecting a functional and psychological picture that appeals to the target market
atmospherics	The physical elements in a store’s design that appeal to consumer’s emotions and encourage buying
category management	A retail strategy of managing groups of similar, often substitutable, products produced by different manufacturers
direct marketing	The use of telephone, Internet, and nonpersonal media to communicate product and organizational information to customers
catalog marketing	When an organization provides a catalog from which customers make selections and place orders via mail, telephone, or the Internet
direct response marketing	Occurs when a retailer advertises a product and makes it available through mail or telephone orders
telemarketing	The performance of marketing-related activities by telephone
television home shopping	Presents products to television viewers who make purchases using toll-free numbers and pay with credit cards
franchising	An arrangement in which a supplier, or franchiser, grants a dealer, or franchisee, the right to sell products in exchange for some type of consideration
wholesaling	All transactions in which products are bought for resale, for making other products, or for general business operations
merchant whoelsalers	Independently owned businesses that take title to goods, assume risks associated with ownership, and generally buy and resell products to other wholesalers, business customers, or retailers
general merchandise wholesalers	Carry a wide product mix, but offer limited depth within product lines
limited-line wholesalers	: Carry few product lines, but offer an extensive assortment of products within those lines
specialty-line wholesalers	Offer the narrowest range of products
rack jobbers	Full-service, specialty-line wholesalers that own and maintain display racks in supermarkets, drugstores, and discount and variety stores
brokers	Intermediaries that buyers and sellers employ temporarily
agents	Represent either buyers or sellers on a permanent basis
manufacturers agents	Independent intermediaries who represent sellers and usually offer customers complete product lines
selling agents	Market either all of a specified product line or a manufacturer’s entire output
commission markets	Receive goods on consignment from local sellers and negotiate sales in large, central markets
sales branches	Manufacturer-owned intermediaries that sell products and provide support services to the manufacturer’s sales force
sales offices	Manufacturer-owned operations that provide services normally associated with agents; they carry no inventory
intergrated marketing communications	Coordination of promotion and other marketing efforts to ensure maximum informational and persuasive impact on customers
decoding the message	communications channel, decoding process, noise, feedback, channels capacity
promotion	Communication that builds and maintains favorable relationships by informing and persuading one or more audiences to view an organization positively and to accept its products
primary demand	: Demand for a product category rather than a specific brand
pioneer promotion	Promotion that informs consumers about a new product
selective demand	Demand for a specific brand
4 elements of promotion mix	personal selling, advertising, public relations, sales promotion
types of interpersonal communications	Kinesic: Body language; communicating through movement of the head, eyes, arms, hands, legs, or torso Proximic: Communicating by varying the physical distance between two parties in face-to-face interactions Tactile: Communication through touching
push policy	Promoting a product to the next institution down the marketing channel
pull policy	Promoting a product directly to consumers in order to develop strong consumer demand
buzz marketing	: An attempt to incite publicity and public excitement surrounding a product through a creative event
viral marketing	A strategy to get consumers to share a marketer’s message, often through email or online video, in a way that spreads dramatically and quickly
institutional advertising	Promotes organizational images, ideas, and political issues
advocasy advertising	A type of institutional advertising that promotes a company’s position on a public issue
product advertising	Promotes the uses, features, and benefits of products
pioneer advertising	: Focuses on stimulating demand for a product category by informing potential buyers about the product’s features, uses, and benefits
competative advertising	: Attempts to stimulatedemand for a specific brand by indicating its features, uses, andadvantages relative to competing brands
comparative advertising ( forms of competative adv)	Compares the sponsor brand with other brand(s) on the basis of one or more product characteristics
reminder advertising (forms of competative adv)	: Tells customers than an established brand is still around and offers certain characteristics and benefits
reinforcement advertising (forms of competative adv)	Assures current users that they have made the right choice and shows how to get the most satisfaction from the brand
advertising appropriations	The total amount of money a marketer allocates for advertising during a time period
objective and task approach	Determining the campaign objectives and calculating the costs of the tasks needed to accomplish them
percent of sales approach	Budgeting for an advertising campaign by multiplying the firm’s past and expected sales by a standard percentage
competition matching appraoch	Determining an advertising budget by trying to match competitor’s advertising outlays
arbitrary appraoch	Budget specified by high-level executives in the firm; can lead to under- or over-spending
media plan	Sets forth the exact media vehicles to be used in an advertising campaign and the dates and times the advertisements will appear
three basic types of media schedules	1.Continuous: Ads run at a constant level 2.Flighting: Ads run periodically, alternating with periods when no ads run 3.Pulsing: Combining continuous and flighting
pretest	Evaluation of advertisements performed before a campaign begins
consumer jury	A panel of existing/potential buyers of the advertised product who are asked to judge the advertisements
posttest	Evaluation of advertising effectiveness after the campaign
recognition test	: Individual respondents are shown the advertisement and asked whether they recognize it
unaided recall	Asks subjects to identify recently-seen ads, but does not provide clues
aided recall	Asks subjects to identify recently-seen ads and provides clues to jog their memories
prospecting	Developing a database of potential customers
preapproach	Before contacting them, the salesperson analyzes information about the prospect’s needs
appraoch	The manner in which a salesperson contacts a potential customer
overcoming objectives	Effective salespeople anticipate and counter objections before the prospect raises them
close sale	The stage in the personal selling process when the salesperson asks the prospect to buy the product
0rder getters	Sell to new customers and increase sales to current customers, also called creative selling
order takers	: Primarily seek repeat sales; generate the bulk of a firm’s total sales
support personnel	: Staff members who facilitate selling but are not involved solely with making sales
team selling	: Using a team of experts from all functional areas of a firm, led by a salesperson, to conduct the personal selling process
relationship selling	Building mutually beneficial long-term associations with a customer through regular communications over prolonged periods of time
staright salary compensation plan	: Salespeople are paid a specified amount, regardless of effort
straight commission compansation plan	Compensation determined solely by sales for a given period
combination compensation plan	: Salespeople are paid a fixed salary plus commission based on sales volume

Created by: loverockstar92

"Know" box contains:
Time elapsed:
Retries: