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These flashcards cover key concepts and terminology related to marketing, pricing strategies, and communication methods as outlined in the lecture notes.
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Indicates the money or other considerations exchanged for the ownership or use of a product or service.
Price
The practice of simultaneously increasing product benefits while maintaining or decreasing price.
Value pricing
Setting the highest initial price that customers willing to pay for a new or innovative product.
Skimming pricing
Setting a low initial price on a new product to appeal immediately to the mass market.
Penetration pricing
Setting a high price to attract quality or status-conscious consumers.
Prestige pricing
Setting prices a few dollars or cents under an even number.
Odd-even pricing
Marketing two or more products for a single package price.
Bundle pricing
Adding a fixed percentage to the cost of all items in a specific product class.
Standard markup pricing
Calculating the total unit cost of providing a product and adding a specific amount to arrive at a price.
Cost-plus pricing
Setting prices to achieve a profit that is a specified percentage of sales revenue.
Target return-on-sales pricing
Methods for setting price that focus on competition.
Competition-oriented pricing approaches
Setting a price dictated by tradition or competitive factors.
Customary pricing
Selling a product below its customary price to attract customers' attention.
Loss-leader pricing
A graph that shows the maximum number of units sold at a given price.
Demand curve
The percentage change in quantity demanded relative to a percentage change in price.
Price elasticity of demand
The quantity at which total revenue and total cost are equal.
Breakeven Point
Money received from the sale of a product—the product of price and quantity.
Total revenue (TR)
The sum of expenses that do not change with the quantity sold.
Fixed cost (FC)
The sum of expenses that vary directly with the quantity produced.
Variable cost (VC)
Variable cost expressed on a per unit basis.
Unit variable cost (UVC)
The total expense incurred to produce and market a product.
Total cost (TC)
Technique that analyzes the relationship between total revenue and total cost to determine profitability.
Break-even analysis
A conspiracy among firms to set prices for a product.
Price fixing
Charging different prices to different buyers for goods of like grade and quality.
Price discrimination
Price deals that mislead consumers.
Deceptive pricing
When a firm offers a very low price on a product to attract customers, then tricks them into purchasing a higher-priced item.
Bait and switch
Charging a very low price for a product to drive competitors out of business.
Predatory pricing
Replacing promotional allowances with lower manufacturer list prices to decrease average consumer prices.
Everyday low pricing (EDLP)
Return on Investment; ratio of sales revenues to those of the industry.
ROI
Network of individuals and firms that make a producer's product available to end users.
Marketing channel
An individual or firm that assists manufacturers in distributing products to end users.
Intermediary
An intermediary who sells to other intermediaries, usually retailers.
Wholesaler
An intermediary who sells to consumers.
Retailer
An intermediary with the legal authority to act on behalf of the manufacturer.
Agent or broker
A marketing channel with no intermediaries between the producer and the end user.
Direct channel
A marketing channel with at least one intermediary between the producer and the end user.
Indirect channel
Strategy of using two or more channels to reach different buyers of the same product.
Dual distribution
Strategy of combining mutually reinforcing communication and delivery channels.
Multichannel marketing
Conflict arising when one channel member believes another is hindering its goals.
Channel conflict
Activities required to move product inputs and finished products through the supply chain.
Logistics
Tendency to exaggerate inventory needs in response to unpredictable demand.
Bullwhip effect
Process of reclaiming reusable materials from the point of consumption.
Reverse logistics
Distribution density where a firm tries to place its products in as many outlets as possible.
Intensive distribution
Distribution density where a firm selects a few retailers in a specific area to carry its products.
Selective distribution
Distribution density where only one retailer in a specific area carries the firm's products.
Exclusive distribution
A producer owning an intermediary at the next level down in the marketing channel.
Forward Integration
A retailer producing some of its own products.
Backward Integration
Medium used to transmit the message from the sender to the receiver.
Channel of communication
Frame of reference that influences how messages are encoded and decoded.
Field of experience
Extraneous factors that distort communication.
Noise
Combination of communication tools to inform and persuade prospective buyers.
Promotional mix
Designing marketing communications programs that provide consistent messaging.
Integrated marketing communications (IMC)
Any paid form of nonpersonal communication by an identified sponsor.
Advertising
Two-way flow of communication designed to influence a purchase decision.
Personal selling
Communication management aiming to influence public perception.
Public relations
Nonpersonal, indirectly paid presentation of an organization or product.
Publicity
Short-term inducement of value to encourage product interest.
Sales promotion
Direct communication with consumers to generate a response.
Direct marketing
Directing promotional mix to channel members to gain cooperation in product stocking.
Push strategy
Directing promotional mix at consumers to encourage them to ask retailers for a product.
Pull strategy
Group of prospective buyers toward which a promotion program is directed.
Target audience
Sequence of stages a prospective buyer goes through from awareness to action.
Hierarchy of effects
Loyal consumers recommending brands to others.
Advocacy (Consumer)
Spending set as a percentage of past or anticipated sales.
Percentage of sales budgeting
Spending set to match competitors' spending or relative market share.
Competitive parity budgeting
Spending on promotion occurs only after all other expenses are covered.
All-you-can-afford budgeting
Budget determined by setting promotion objectives and calculating task costs.
Objective and task budgeting
Outcome of a direct marketing offer motivating people to visit a business.
Traffic generation
Result of direct marketing offers generating interest in a product.
Lead generation
Results that contain all the information necessary for a purchase decision.
Direct orders
Any paid form of nonpersonal communication about an organization or product.
Advertising
Advertisement that focuses on selling a specific product.
Product advertisement
Advertisement designed to build goodwill or a positive image for an organization.
Institutional advertisement
Advertisement that informs people about a new product category.
Pioneering (or informational) advertisement
Advertisement promoting a specific brand based on its features.
Competitive (or persuasive) advertisement
Form of a competitive advertisement showing a brand's strengths relative to competitors.
Comparative advertisement
Reinforcement of previous product knowledge during the maturity stage.
Reminder product advertisement
Assures users of a product they made the right choice.
Reinforcement advertisement
States a company's position on an issue.
Advocacy (Institutional) advertisement
Announces what a company is or where it is located.
Pioneering institutional advertisement
Promotes advantages of one product class over another.
Competitive institutional advertisement
Reinforces previous knowledge about a company or organization.
Reminder institutional advertisement
Sales tools supporting advertising directed to ultimate consumers.
Consumer-oriented sales promotions
Short-term price reductions used to increase trial among potential customers.
Deals
Voucher for a discount on a particular product at purchase time.
Coupon
Partial refund on a product purchase after proof of purchase is submitted.
Rebate
A product offered for free or at a greatly reduced price.
Sample
Promotion offering a premium as a customer accumulates purchases.
Loyalty Program
Game requiring analytical or creative effort to win a prize.
Contest
Games of chance requiring no effort to win a prize.
Sweepstake
Signage displaying products where purchase decisions are made.
Point-of-purchase (POP) display
Using a brand-name product in media to promote it.
Product placement
Suggests consumers can avoid negative experiences through product purchase.
Fear appeal
Implies a product will increase the user's attractiveness.
Sex appeal
Implies a product is more exciting than competitors' offerings.
Humorous appeal
Number of different people or households exposed to an advertisement.
Reach
Percentage of households in a market watching a specific media.
Rating
Average number of times someone in the target audience sees an ad.
Frequency
Reach multiplied by frequency.
Gross rating points (GRPs)
Cost of reaching 1,000 individuals with an advertising message.
Cost per thousand (CPM)