Marketing 3000 exam 3

Coverage (Channel) Width

the number of distributors offering the product or service

Channel Depth

the levels of warehouses/distributors/brokers between producer and consumer

Intensive Distribution

provides the widest coverage and offering as many outlets as possible

Selective Distribution

provide offering in selective outlets, restricting distribution in a geographical area

Exclusive Distribution

using only one outlet in a geographical area to maximize distributor push

Global Distribution

necessary due to technology, economic development, competition, and converging lifestyles

Retailing

the sale and all activities related to the sale of goods and services to ultimate consumers

Retailer

a firm engaged primarily in retailing, anticipating customers wants and developing product assortments

Communication

marketing research and an increase in long-term sales

Budgeting

various approaches like percentage of profits, percentage of sales, competitive parity, and objective and task approach

Selecting the media mix

challenging due to media fragmentation, increased clutter, and critical-thinking consumers

Personal selling

two-way, personal communication, most expensive and effective, used in B2B

Relationship Selling

focusing on continuous customer contact and improvement

Consultive selling

helping the customer achieve strategic goals through seller's goods or services

Product-line Length

strategies like line stretching, line filling, line modernization, and line featuring/pruning

Warranty

terms of compensation if a product fails to perform, a signal of quality

Packaging

functional value, attention-getting, and providing information.