Studied by 3 people
Retailing
includes all the activities involved in selling products or services to final consumers
Retailers
Businesses whose sales come primarily from retailing
Shopper Marketing
Focusing the marketing process on turning shoppers into buyers at the point of sale
Omni-Channel Retailing
seamless cross channel buying experience incorporating online, mobile, and in-store
Specialty Store
carry narrow procut lines with deep assortment within the product lines
Department Store
carry a wide vareity of product lines
Supermarket
most visited type of retailer, many products and average prices, competes with discount stores and specialty stores
Convenience Store
carry a limited line of high turnover goods. Wawa
Service Retailer
product line is a service. hotels, banks, airlines etc.
Discount Store
sells standard merchandise at lower prices, taking lower margins for higher turnover
Off-Price Retailer
buy at less than wholesale prices and sell at less than retail prices
Independent off price retailer
indepentently owned and run off price retailer
factory outlet
manufacturer owned and operated discount stores
warehouse club
coscto. low prices and good, limited time deals
corporate chain
two or more outlets that are commonly owned and controlled
franchise
based on a unique product or service, such as mcdonald's and chick fil a
shopping center
a group of retail businesses built on a site that is planned, developed, owned, and managed as a unit
wholesaling
includes all activities involved in selling goods and services to those retailing
wholesaler
firms primarily engaged in wholesaling
merchant wholesaler
largest group of wholesalers. full service wholesalers provides full services, and limited wholesalers are limited
broker
brings buyers and sellers together and assists in negotiations
agent
represents buyers and sellers ona. more permanent basis
manufacturers and retailers branches and offices
wholesaling done by sellers or buyers themselves, rather through independent wholesale firms
category killer
giant specialty stores such as home depot
promotion mix
consists of the specific blend of advertising, pr, personal selling, sales promoting, and direct and digital marketing tools used to engaged customers
advertising
any paid form of nonpersonal presentation and promotin of ideas, goods, and services
sales promotion
short term incentives to encourage the purchase or sale of a product or service
personal selling
personal customerrn interaction by the firm's sales force to engage customers
public relations
building good relations with the company's publics by obtaining good publicity, building a good corporate image, and defending against unfavorable press.
direct and digital marketing
engaging directly with individual customers and communities to obtain a response and build customer relationships
content marketing
managers that create inspire and share brand messages and conversations
integrated marketing and communications
a company integrates many communications channels to deliver a clear consistent and compelling messsage
push strategy
pushing the product through marketing channels to final consumers
pull strategy
directs marketing activities to final consumers to entice them to buy the product
advertising objective
specific communication task to be accomplished with a target audience during a period of time
advertising budget
after determining objectives, companies must set a budget for advertising
affordable method
a set level at which the company thinks it can afford
percentage of sales method
setting the budget at a forecasting or current percent of sales
competitive parity method
Setting the promotion budget to match competitors budgets
objective and task method
setting the budget based off of what the company wants to achieve with the budget
advertising strategy
creating advertising messages and selecting advertising media
madsion and vine
merging advertisement and entertainment to reach consumers with more engaging messages
native advertising
sponsored content in which the ad seems native to the web or social site it is placed
creative concept
the big idea that will make the advertised message distinct and memorable
excecution style
the approach and style that the creative concept is displayed
advertising media
steps in determining media involve the reach, frequency, and impact, media types, media vehicles, and media timing
return on advertising inestiment
evaluates the communication effects (who is reached) and the effects on sales and profit ( how much did it make)
advertising agency
brings an outside point of view to a company from a third party, experienced company
digital and social media marketing
uses digital marketing tools and other digital platforms to directly engage consumers anywhere using digital devices
digital component of omni channel retailing
many omni channel retailers have seen largest growths in online components
online marketing
marketing via the internet
marketing websites
websites designed to engage customers and move them towards a digital purchase
brand community websites
presents brand content that engages consumers and creates customer brand community
online advertising
advertising used to draw consumers to brand websites
email marketing
marketing in the form of emails sent to consumers
spam
unsolicited commercial messages that produces customer irritation
viral marketing
digital version of word of mouth marketing that results from a brands videos or products going viral
blogs
online forums that people and companies can post their thoughts on. not easily controlled.
social media
independent and commercial social networks in which people can connect.
mobile marketing
marketing messages promos and content shown to consumers through their mobile devices
direct mail marketing
sending offers or other items to a consumer at a particualr address
catalog marketing
traditional magazine pages used for marketing are now making their way online, with some online only catalogs available to consumers
telemarketing
using the telephone to personally sell to businesses and consumers
Direct response television marketing
direct marketing through television channels and infomercials
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