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SEM Unit 2 Vocab
Term | Definition |
---|---|
Bait-and-Switch Advertising | Advertising one product (the "bait") at a very attractive price, then informing the customer that the advertised product is either unavailable or of poor quality, convincing the customer to purchase a different, more expensive product. |
Deceptive Advertising | Advertising misleads consumers, either by making unjustified claims regarding a product's composition, qualities, sponsorship, or performance or by omitting a material fact concerning the product's composition, qualities, sponsorship, or performance. |
Direct Distribution | channel of distribution is straight from manufacturer to consumer. |
False Statements of “Fact” | Advertising that appears to be based on facts which are, in fact, scientifically untrue, is deceptive. |
Intangible | not capable of being detected though the senses. |
Intermediaries | business firms operating between manufacturer & the customer/buyer that aides in the movement of product (middlemen); o performs Marketing functions better than manufacturer is capable of. |
Selling Skills | ability to determine customers’ needs, wants, and buying motives; to open and close sales; to question customers; to handle customer objections; suggest additional or substitute items; demonstrate products; and follow up sales. |
Selling-Activity Policies | guidelines for sales people. What is required of the sales employees? What laws apply? |
Service Policies | are guidelines for servicing customers. |
Terms-of-Sale Policies | determining conditions that apply to each type of sale? (Think airline tickets, e-Bay, close-outs) |
Ultimate Consumption | process or activity of using goods and services for personal use. |
Selling Policies | guidelines for selling. How will products be sold? |
Selling | helping customers make wise buying decisions; planned, personalized communication designed to influence purchase decisions that ensure customer satisfaction. |
Indirect Distribution | intermediary/middlemen (wholesaler, retailer) involved in channels of distribution |
Ethics | basic principles that govern your behavior. |
Entrepreneurs | people who assume the risks of starting and operating businesses. |
Buying Motives | emotional or rational reasons a customer decides to make a purchase. |