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42 Cards in this Set
- Front
- Back
marketing channel system
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the particular set of marketing channels a firm employs, and decisions about it are among the most critical ones management faces
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multi-channel marketing
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occurs when a single firm uses two or more marketing channels to reach customer segments
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demand chain planning
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the company first thinks of the target market and designs the supply chain backward from that
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value network
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a system of partnerships and alliances that a firm creates to source, augment, and deliver its offerings
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zero-level channel
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same as direct marketing channel, consists of a manufacturer selling directly to final customers through door-to-door sales, home parties, mail order, telemarketing, tv marketing and other methods
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one-level channel
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one intermediarie
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exclusive distribution
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severely limiting the number of intermediaries, appropriate when the producer wants to control reseller's service level and outputs.
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selective distribution
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relies on only some of the intermediaries willing to carry a particular product
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intensive distribution
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places offerings in as many outlets as possible, a good strategy for snack foods, soft drinks and gum-products consumers buy frequently or in a variety of locations
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vertical marketing system
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includes the producer, wholesaler, and retailer acting as a unified system. One channel member, the channel captain, own or franchises the others or has so much power that they all cooperate
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integrated marketing channel system
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the strategies and tactics of selling through one channel reflect the strategies and tactics of selling through one or more other channels.
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channel coordination
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occurs when channel members are brought together to advance the channel's goals, as opposed to their own potentially incompatible goals
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pure-click
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companies that have launched a web site without any previous existence as a firm
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e-commerce
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uses a web site to transact or facilitate the sale of goods and services online
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private label brand
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a brand that retailers and wholesalers develop (like Safeway bread or soda)
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marketing logistics
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includes planing the infrastructure to meet demand, then implementing and controlling the physical flows of materials and final goods from points of origin to points of use, to meet customer requirements at a profit
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4 steps of marketing logisstics
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1. deciding on the company's value proposition to its customers
2. selecting the best channel design and network strategy for reaching the customers 3. developing operational excellence in sales forecasting, warehouse management, transportation management, and materials management |
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integrated logistics systems
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include materials management, material flow systems, and physical distribution, aided by information technology to shorten the order-cycle time, reduce errors, and improve control
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market communications mix
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consists of eight major modes of communication:
1. advertising 2. sales promotion 3. events and experiences 4. public relations and publicity 5. direct marketing 6. interactive marketing 7. word-of-mouth marketing 8. personal selling |
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informational appeal
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elaborates on product or service attributes or benefits, assuming that consumers will process the communication very logically
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transformational appeal
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elaborates on a nonproduct-related benefit or image, might depict what kind of person uses a brand
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personal communications channels
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let two or more persons communicate face-to-face or person-to-audience through a phone, surface mail, or e-mail.
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advertising
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any paid form of nonpersonal presentation and promotion of a product by an identified sponsor
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advertising objective
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a specific communications task and achievement level to be accomplished with a specific audience in a specific perior of time
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place advertising
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or out-of-home advertising, is a broad category including many creative and unexpected forms to grab consumers' attention
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point of purchase
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the place where a purchase is made typically in retail
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sales promotion
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consists of a collection of incentive tools, mostly short term, designed to stimulate quicker or greater purchase of particular products or services by consumers or the trade
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communication-effect research
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called copy testing, seeks to determine whether an ad is communicating effectively
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public
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any group that has an actual or potential interest in or impact on a company's ability to achieve its objectives
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marketing public relations
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to support corporate or product promotion and image making, serves a special constituency, the marketing department. Old name was publicity, the task of securing editorial space
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telemarketing
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the use of the telephone and call centers to attract prospects, sell to existing customers, and provide service by taking orders and answering questions
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display or banner ads
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small rectangular boxes containing text and perhaps an image that firms pay to place on relevant web sites
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interstitials
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advertisements, often with video or animation, which pop up between changes on a web site
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direct sales force
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consists of paid employees who work exclusively for the company
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principle of congruity
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communications can use their good image to reduce some negative feeling toward a brand but in the process might lose some esteem with the audience
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product adaptation
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altering the product to meet local conditions or preferences
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product invention
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creating something new
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global industry
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an industry in which the strategic positions of competitors in major geographic or national markets are fundamentally affected by their overall global positions
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marketing audit
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a comprehensive, systematic, independent, and periodic examination of a company's or business unit's marketing environment, objectives, strategies and activities
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straight extension
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introducing a product in a foreign market without any change in the product
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supply chain management
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managing the supply chain from procurement of inputs through efficient conversion into finished products and then the movement of products to final destinations
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5 main aspects of promotional mix
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1. advertising-web pages, banner ads etc.
2. sales promotion- limited time to increase consumer demand 3. personal selling- can be face-to-face or on phone 4. public relations-newspaper articles or TV speaking highly of a product 5. direct marketing-communicating directly to the consumer |