15,17,18
Quiz yourself by thinking what should be in
each of the black spaces below before clicking
on it to display the answer.
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| marketing channel | consists of individuals and firms involved in the process of making a product or service available for use or consumption by consumers or industrial users
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| multichannel marketing | the blending of different communication and delivery channels that are mutually reinforcing in attracting, retaining, and building relationships with consumers who shop and buy in traditional intermediaries and online
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| dual distribution | an arrangement whereby a firm reaches different buyers by employing two or more different types of channels for the same basic product
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| vertical marketing systems | professionally managed and centrally coordinated marketing channels designed to achieve channel economies and maximum marketing impact
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| intensive distribution | a firm tries to place its products and services in as many outlets as possible
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| exclusive distribution | the extreme opposite of intensive distribution because only one retailer in a specified geographical area carries the firm's products
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| selective distribution | lies between these two extremes and means that a firm selects a few trailers in a specific geographical area to carry its products
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| channel conflict | arises when one channel member believes another channel member is engaged in behavior that prevents it from achieving its goals
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| disintermediation | when a channel member bypasses another member and sells or buys products direct
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| logistics | involves those activities that focus on getting the right amount of the right products to the right place at the right time at the lowest possible cost
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| supply chain | refers to the various firms involved in performing the activities required to create and deliver a product or service to consumers or industrial users
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| total logistics cost | includes expenses associated with transportation, materials handling and warehousing, inventory, stock outs, order processing, and return products handling
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| customer service | the ability of logistics management to satisfy users in terms of time, dependability, communication, and convenience
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| vender-managed inventory | whereby the supplier determines the product amount and assortment a customer needs and automatically delivers the appropriate items
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| reverse logistics | is a process of reclaiming recyclable and reusable materials, returns, and reworks from the point of consumption or use for repair, remanufacturing, redistribution, or disposal
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| promotional mix | a combination of one or more of the communication tools
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| integrated marketing communications | the concept of designing marketing communications programs that coordinate all promotional activities-advertising,personal selling,sales promotion, public relations, and direct marketing-to provide a consistent message across all audiences
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| communication | the process of conveying a message to others and it requires six elements (source, message, channel of communication, receiver and processes of encoding and decoding)
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| source | may be a company or person who has information to convey
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| message | the information sent by a source
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| channel of communication | the message is conveyed by it
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| receivers | consumers who read, hear, or see the message
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| encoding | process of having the sender transform an idea into a set of symbols
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| decoding | process of having the receiver take a set of symbols, the message, and transform the symbols back to an idea
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| field of experience | a similar understanding and knowledge they apply to the message
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| response | the impact the message had on the receiver's knowledge, attitudes, or behaviors
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| feedback | the sender's interpretation of the response and indicates whether the message was decoded and understood as intended
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| noise | extraneous factors that can work against effective communication by distorting a message or the feedback received
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| advertising | any paid form of non personal communication about an organization,product, service, or idea by an identified sponsor
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| persoanl selling | the two-way flow of communication between a buyer and seller designed to influence a persons or groups purchase decision
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| public relations | a form of communication management that seeks to influence the feelings, opinions, or beliefs held by customers, prospective customers, stockholders, suppliers, employees, and other publics about a company and its products or services
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| publicity | a non personal, indirectly paid presentation of an organization product, or service
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| sales promotion | a short-term inducement of value offered to arouse interest in buying a product or service
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| direct marketing | uses direct communication with consumers to generate a response in the form of an order, a request for future information, or a visit to a retail outlet
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| push strategy | directing the promotional mix to channel members to gain their cooperation in ordering and stocking the product
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| pull strategy | directing its promotional mix at ultimate consumers to encourage them to ask the retailer for a product
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| hierarchy of effects | the sequence of stages a prospective buyer goes through from initial awareness of a product to eventual action
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| percentage of sales budgeting | funds are allocated to promotion as a percentage of past or anticipated sales, in terms of either dollars or units sold
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| competitive parity budgeting | matching the competitors absolute level of spending or the proportion per point of market share
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| all-you-can-afford-budgeting | money is allocated to promotion only after all other budget items are covered
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| objective and task budgeting | the company determines its promotion objectives, out-lines the tasks it will undertake to accomplish those objectives, and determines the promotion cost of performing those tasks
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| direct orders | result of offers that contain all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction
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| lead generation | the result of an offer designed to generate interest in a product or service and a request for additional information
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| traffic generation | the outcomes of an offer designed to motivate people to visit a business
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| advertising | any paid form of non personal communication about an organization, a product, a service, or an idea by an identified sponsor
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| product advertisements | three forms: pioneering, competitive, and reminder
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| institutional advertisements | to build goodwill or an image for an organization rather than promote a specific good or service
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| reach | the number of different people or households exposed to an advertisement
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| rating | the percentage of households in a market that are tuned to a particular TV show or radio station
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| frequency | the average number of times a personal in the target audience is exposed to a message or advertisement
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| gross rating points | when reach is multiplied by frequency
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| cost per thousand | the cost of reaching 1,000 individuals or households with the advertising message in a given medium
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| infomercials | program-length advertisements that take an educational approach to communication with potential customers
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| pretests | conducted before the advertisements are placed in any medium
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| full-service agency | provides the most compete range of services, including market research, media selection, copy development, artwork, and production
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| limited-service agencies | specialize in oen aspect of the advertising process such as providing creative services to develop the advertising copy, buying previously unpurchased media, or providing Internet services
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| in-house agencies | made up of the company's own advertising staff may provide full services or a limited range of services
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| posttests | an advertisement may go through ti after it has been shown to the target audience to determine whether it accomplished its intended purpose
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| consumer-oriented sales promotions | sales tools used to support a company's advertising and personal selling
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| product placement | involves the use of a brand-name product in a movie, television show, video game, or commercial for another product
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| trade-oriented sales promotions | sales tools used to support a company's advertising and personal selling directed to wholesalers, retailers, or distributors
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| cooperative advertising | to encourage both better quality and greater quantity in the local efforts of resellers
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| publicity tools | methods of obtaining non personal presentation of an organization, product or service without direct cost
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