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111 Cards in this Set
- Front
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direct marketing |
Direct connections with carefully targeted individual consumers to both obtain immediate response and cultivate lasting customer relationships
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digital and social media marketing |
an umbrella term for the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium.
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multichannel marketing |
the ability to interact with potential customers on various platforms
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online marketing |
Efforts to market products and services and build customer relationships over the Internet
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marketing web site |
A website that interacts with consumers to move them closer to a direct purchase or other marketing outcome
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branded community web site |
a community formed on the basis of attachment to a product or marque
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online advertising |
Advertising that appears while consumers are browsing the Internet, including display ads, search related ads, online classifieds, and other forms
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email marketing |
the targeting of consumers through electronic mail |
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spam |
Unsolicited, unwanted commercial email messages
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viral marketing |
The Internet version of word-of-mouth marketing; a website, video, email message, or other marketing event that is so infectious the consumers will seek it out or passed along to friends
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blogs |
Online journals were people post their thoughts, usually on I narrowly defined topic
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social media |
websites and applications that enable users to create and share content or to participate in social networking.
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mobile marketing |
Marketing to on the go consumers through mobile phones, smart phones, tablets, and other mobile communication devices
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direct mail marketing |
Marketing that occurs by sending an offer, announcement, reminder, or other items directly to a person at a particular address
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catalog marketing |
Direct marketing through print, video, or digital catalogs that are mailed to select customers, made available in stores, or presented online
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telemarketing |
using the telephone to sell directly to customers |
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direct response television marketing |
Direct marketing via television, including direct response television advertising ( infomercials ) and interactive television advertising |
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personal selling |
Personal presentation by the firms salesforce for the purpose of making sales and building customer relations |
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salesperson |
An individual who represents accompanying to customers by performing one or more of the following activities; prospecting, communicating, selling, servicing, information gathering, and relationship building |
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sales force management |
Analyzing, planning, implementation, and controlling salesforce activities
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territorial sales force structure |
a sales force organization that assigns each salesperson to an exclusive geographic territory in which that salesperson sells the company's full line
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product sales force structure |
a sales force organization in which salespeople specialize in selling only a portion of the company's product or line |
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customer (market) sales force structure |
a sales force organization in which salespeople specialize in selling only to certain customer or industries
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outside sales force (field sales force) |
sales people who travel to call on customers in the field
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inside sales force |
sales people who conduct business from their offices via telephone, the internet, or visits from prospective buyers
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team selling |
using teams of people from sales, marketing, engineering, finance, technical support, and even upper management to service large, complex accounts
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sales quota |
a standard that states the amount a salesperson should sell and how sales should be divided among the companys products
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selling process |
the steps that salespeople follow when selling, which include prospecting and qualifying, preapproach, approach, presentation and demonstration, handing objectives, closing, and follow up
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prospecting |
the sales step in which a salesperson or company identifies qualified potential customers
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preapproach |
sales step in which a salesperson learns as much as possible about a prospective customer before making a sales call
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approach |
sales step in which a salesperson meets the customer for the first time
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presentation |
sales step in which a salesperson tells the "value story" to the buyer, showing how the companys offer solves the customers problems
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handling objections |
sales step in which a salesperson seeks out, clarifies, and overcomes any customer objections to buying
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closing |
sales step in which a salesperson asks the customer for an order
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follow up |
sales step in which a salesperson follows up after the sale to ensure customer satisfaction and repeat business
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sales promotion |
short term incentives to encourage the purchase or sale of a product or service
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consumer promotions |
sales promotion tools used to boost short term customer buying and involvement or enhance long term customer relations
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event marketing (event sponsorship) |
creating a brand marketing event or serving as a sole or participating sponsor of events created by others
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trade promotions |
sales promotion tools used to persuade resellers to carry a brand, give it shelf space, promote it in advertising, and push it to consumers
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business promotions |
sales promotion tools used to generate business leads, stimulate purchases. reward customers, and motivate salespeople
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promotion mix (marketing communications mix) |
specific blend of promotion tolls that the company used to persuasively communicate customer value and build customer relationships
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advertising |
any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor
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public relations |
building good sales relations with the company's various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events
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brand content management |
is a concept that creates a standard process an organization can use to create, store, and distribute brand-related marketing materials and information. |
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integrated marketing communications IMC |
carefully integrating and coordinating the company's many communications channels to deliver a clear, consistent, and compelling message about the organization and its products
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push strategy |
promotion strategy that calls for using the sales force and trade promotion to push the product through channels. the producer promotes the product to channel members, which in turn promote it to final consumers
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pull strategy |
promotion strategy that calls for spending a lot on consumer advertising and promotion to induce final consumers to buy the product, creating a demand vacuum that "pulls" the product through the channel
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advertising objective |
specific communication task to be accomplished with a specific target audience during a specific period of time
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advertising budget |
the dollars and other resources allocated to a product or a company advertising program
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advertising method |
the promotion of goods or services for sale through impersonal media, such as radio or television
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percentage of sales method |
setting the promotion budget at a certain percentage of current or forecasted sales or as a percentage of the unit sales price
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competitive parity method |
setting the promotional budget to math competitors outlays
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objective and task method |
developing the promotion budget by (1) defining specific promotion objectives, (2) determining the tasks needed to achieve these objectives, and (3) estimating the costs of performing these tasks. The sum of these costs is the proposed promotion budget.
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advertising strategy |
strategy by which the company accomplishes its advertising objectives. it consists of two major elements: creating advertising messages and selecting advertising media |
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madison and vine |
a term that has come to represent the merging of advertising and entertainment in an effort to break through the clutter and create new avenues for reaching customers with more engaging messages
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creative concept |
the compelling "big idea" that will bring an advertising message strategy to life in a distinctive and memorable way |
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execution style |
the approach, style, tone, words, and format used for executing an advertising message
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advertising media |
the vehicles through which advertising messages are delivered to their intended audiences
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return on advertising investment |
the net return on advertising investment divided by the costs of the advertising investement
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advertising agency |
marketing services firm that assists companies in planning, preparing, implementing, and evaluating all or portions of their advertising programs
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retailing |
all the activities involved in selling goods or services directly to final consumers for their personal, nonbusiness use
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retailer |
business whose sales come primarily from retailing
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shopper marketing |
using in store promotions and advertising to extend brand equity to "the last mile" and encourage favorable instore purchase decisions
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specialty store |
retail store that carries a narrow product line with a deep assortment within that line |
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department store |
retail store that carries a wide variety of product lines, each operated as a separate department managed by specialist buyer or merchandisers
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supermarket |
a large, low cost, low margin, high volume, self service store that carries a wide variety of grocery and household products |
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convenience store |
a small store, located near a residential area, that is open long hours seven days a week and carries a limited line of high turnover convenience goods
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superstore |
a store much larger than a regular supermarket that offers a large assortment of routinely purchased food products, non food items, and services
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category killer |
a giant specialty store that carries a very deep assortment of a particular line
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service retailer |
a retailer whose product line is actually a service; examples include hotels, airlines, banks, colleges, and many others
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discount store |
a retail operation that sells standard merchandise at lower prices by accepting lower margins and selling at higher volume
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off price retailer |
retailer that buys at less than regular wholesale prices and sells at less than retail
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independent off price retailer |
off price retailer that is either independently owned and operated or is a division of a larger retail corporation
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factory outlet |
an off price retailing operation that is owned and operated by a manufacturer and normally carries the manufacturers surplus, discontinued, or irregular goods
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warehouse club |
an off price retailer that sells a limited selection of brand name grocery items, appliances, clothing, and other goods at deep discounts to members who pay annual membership fees
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corporate chains |
two or more outlets that are commonly owned and controlled
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franchise |
a contractual association between a manufacturer, wholesaler, or service organization (franchisor) and independent businesspeople (Franchises) who buy the right to own and operate one or more units in the franchise system
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shopping center |
a group of retail businesses built on a site that is planned, developed, owned, and managed as a unit
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showrooming |
the practice of examining merchandise in a traditional brick and mortar retail store or other offline setting, and then buying it online, sometimes at a lower price. |
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wholesaling |
all the activities involved in selling goods and services to those buying for resale or business use |
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wholesaler |
a firm engaged primarily in wholesaling activites
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merchant wholesaler |
an independently owned wholesale business that takes title to the merchandise it handles
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broker |
a wholesaler who does not take title to goods and whose function is to bring buyers and sellers together and assist in negotiation
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agent |
a wholesaler who represents buyers or sellers on a relatively permanent basis, performs only a few functions, and does not take title to goods
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manufacturers and retailers branches and offices |
wholesaling by sellers or buyers themselves rather than through independent wholesalers
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value delivery network |
a network composed of the company, suppliers, distributions, and, ultimately, customers who partner with each other to improve the performance of the entire system in delivering customer value
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marketing channel (distribution channel) |
a set of interdependent organizations that help make a product or service available for use or consumption by the consumer or business user |
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channel level |
a layer of intermediaries that performs some work in bringing the product and its ownership closer to the final buyer
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direct marketing channel |
a marketing channel that has no intermediary levels |
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indirect marketing channel |
a marketing channel containing one or more intermediary levels
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channel conflict |
disagreements among marketing channel members on goals, roles, and rewards- who should do what and for what rewards
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convention distribution channel |
a channel consisting of one or more independent producers, wholesalers, and retailers, each a separate business seeking to maximize its own profits, perhaps even at the expense of profits for the system as a whole
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vertical marketing system |
a channel structure in which producers, wholesalers, and retailers act as a unified system. One channel members owns the others, has contracts with them, or has so much power that they all cooperate
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corporate VMS |
vertical marketing system that combines successive stages of production and distribution under single ownership-- channel leadership is established through common ownership
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Contractual VMS |
vertical marketing system in which independent firms at different levels of production and distribution join together through contracts
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franchise organization |
contractual vertical marketing system in which a channel member, called a franchisor, links several stages in the production distribution process
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administered VMS |
vertical marketing system that coordinates successive stages of production and distribution through the size and power of one of the parties |
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horizontal marketing system |
channel arrangement in which two or more companies at one level join together to follow a new marketing opportunity
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multichannel distribution system |
distribution system in which the buyer wants to modify product specifications, prices, terms, or suppliers
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disintermediation |
the cutting out of marketing channel intermediaries
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marketing channel design |
designing effective marketing channels by analyzing customer needs, setting channel objectives, identifying major channel alternatives, and evaluating those alternatives
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exclusive distributions |
giving a limited number of dealers the exclusive right to distribute the companys products in their territories |
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intensive distribution |
stocking the product in as many outlets as possible |
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selective distribution |
the use of more than one but fewer than all of the intermediaries who are willing to carry the companies products |
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marketing channel management |
selecting, managing, and motivating individual channel member sand evaluating their performance over time |
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marketing logistics (physical distribution) |
planning, implementing, and controlling the physical flow of materials, final goods, and related information from points of origin to points of consumption to meet customer requirements at a profit |
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supply chain management |
managing upstream and downstream value added flows of materials, final goods, and related information among suppliers, the company, resellers, and final consumers |
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distribution center |
a large, highyl automated warehouse designed to receive goods from various plants and suppliers, take orders, fill them efficiently, and deliver goods to customers as quickly as possible
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multimodal transportation |
the transportation of goods under a single contract, but performed with at least two different means of transport; the carrier is liable (in a legal sense) for the entire carriage, even though it is performed by several different modes of transport |
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integrated logistics management |
the logistics concept that emphasizes teamwork- both inside the company and among all the marketing channel organizations= to maximize the performance of the entire distribution system
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third party logistics (3PL) provider |
an independent logistics provider that performs any or all of the functions required to get a clients product to market
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