Looks like no one added any tags here yet for you.
Marketing Channel
individuals and firms involved in the process of making a product or service available for use or consumption by consumers or industrial users
Agent or Broker
any intermediary with legal authority to act on behalf of the manufacturer
Wholesaler
a marketing intermediary that sells to other organizations
Transactional Functions
buying, selling, risk taking
Logistical Functions
assorting, storing, sorting, transporting
Facilitating Functions
researching, financing
Direct Channel
a distribution channel in which producers sell directly to consumers
Indirect Channel
intermediaries are inserted between the producer and consumers and perform numerous channel functions
Direct to Consumer Marketing Channels
allow consumers to buy products by interacting with various print or electronic media without a face-to-face meeting with a salesperson
Multichannel Marketing (Omnichannel Marketing)
the blending of different communication and delivery channels that are mutually reinforcing in attracting, retaining, and building relationships with consumers who shop and buy in traditional intermediaries and online
Vertical Marketing Systems
professionally managed and centrally coordinated marketing channels designed to achieve channel economies and maximum marketing impact
Corporate Vertical Marketing System
a system in which the parent company has complete control and can dictate the priorities and objectives of the supply chain; it may own facilities such as manufacturing plants, warehouse facilities, retail outlets, and design studios
00:02
01:16
Intensive Distribution
stocking the product in as many outlets as possible
Exclusive Distribution
giving a limited number of dealers the exclusive right to distribute the company's products in their territories
Selective Distribution
a form of distribution achieved by screening dealers to eliminate all but a few in any single area
Buyer Requirements
information, convenience, variety, and pre or post sale services
Channel Conflict
disagreements among marketing channel members on goals, roles, and rewards - who should do what and for what rewards
Vertical Conflict
a channel conflict that occurs between different levels in a marketing channel, most typically between the manufacturer and wholesaler or between the manufacturer and retailer
Disintermediation
the cutting out of marketing channel intermediaries by product or service producers or the displacement of traditional resellers by radical new types of intermediaries
Horizontal Conflict
a channel conflict that occurs among channel members on the same level
Channel Captain
a manager who helps direct the activities of a whole channel and tries to avoid or solve channel conflicts
Logistics
the management of the details of an operation
Supply Chain
the connected chain of all of the business entities, both internal and external to the company, that perform or support the logistics function
Supply Chain Management
a management system that coordinates and integrates all of the activities performed by supply chain members into a seamless process, from the source to the point of consumption, resulting in enhanced customer and economic value
Consumer Utilities
time, place, form, possession
Form of Ownership
distinguishes retail outlets based on whether independent retailers, corporate chains, or contractual systems own the outlet
Level of Service
used to describe the degree of service provided to the customer
Merchandise Line
how many different types of products a store carries and in what assortment
Independent Retailer
a firm that operates only one retail outlet
Corporate Chain
a firm that owns and manages more than one store—and often it's many
Franchising
selling to a foreign organization the rights to use a brand name and operating know-how in return for a lump-sum payment and a share of the profits
Self Service
requires that customers perform many functions during the purchase process
Limited Service
provide some services, such as credit and merchandise return, but not others, such as clothing alterations
Full Service
provide many services to their customers
Depth of Product Line
the store carries a large assortment of each item
Breadth of Product Line
the variety of different items a store carries
Supercenter
a large retailer that stocks and sells a wide variety of merchandise including groceries, clothing, household goods, and other general merchandise
Automatic Vending
the use of machines to offer goods for sale
Direct Mail and Catalogs
store to your door; eliminates the cost of a store and clerks and improves marketing efficiency through segmentation and targeting
Television Home Shopping
a form of selling in which products are presented to television viewers, who can buy them by calling a toll-free number and paying with a credit card
Online Retailing
retailing that makes products available to buyers through computer connections
Telemarketing
using the telephone to sell directly to customers
Direct Selling
marketing products to ultimate consumers through face-to-face sales presentations at home or in the workplace
Retail Positioning Matrix
a matrix that positions retail outlets on two dimensions: breadth of product line and value added, such as location, product reliability, or prestige
Retailing Mix
a combination of the six Ps—product, place, promotion, price, presentation, and personnel—to sell goods and services to the ultimate consumer
Markup
the amount added to the cost of merchandise to establish the selling price
Markdown
a reduction of selling price below the original selling price
Everyday Low Pricing (EDLP)
setting prices lower than competitors and then not having any special sales
Off-Price Retailing
selling brand-name merchandise at lower than regular prices
Retail Image
the way a firm is perceived by its customers
Shopper Marketing
focusing the entire marketing process on turning shoppers into buyers as they approach the point of sale, whether during in-store, online, or mobile shopping
Category Management
a retail strategy of managing groups of similar, often substitutable products produced by different manufacturers
Retail Life Cycle
the process of growth and decline that retail outlets, like products, experience, consisting of the early growth, accelerated development, maturity, and decline stages
Marketplace
any location or medium used to conduct an exchange
Digital Marketplace
a digital retail site made up of small, independent sellers
Interactive Marketing
training service employees in the fine art of interacting with customers to satisfy their needs
Choiceboards
an interactive, Internet-enabled system that allows individual customers to design their own products and services by answering a few questions and choosing from a menu of product or service attributes (or components), prices, and delivery options
Personalization
the consumer-initiated practice of generating content on a marketer's website that is custom tailored to an individual's specific needs and preferences
Permission Marketing
method of marketing that asks consumers to give their permission to voluntarily accept online advertising and e-mail
Customer Experience
the internal response that customers have to all aspects of an organization and its offering
Eight-Second Rule
a view that customers will abandon their efforts to enter and navigate a website if download time exceeds eight seconds
Customerization
the growing practice of not only customizing a product or service but also personalizing the marketing and overall shopping and buying interaction for each customer
Viral Marketing
the digital version of word-of-mouth marketing: videos, ads, and other marketing content that is so infectious that customers will seek it out or pass it along to friends
Cookies
computer program, installed on hard drives, that provides identifying information
Behavioral Targeting
using online consumer tracking data to target advertisements and marketing offers to specific consumers
Social Commerce
a subset of e-commerce that involves the interaction and user contribution aspects of social online media to assist online buying and selling of products and services
Cross-Channel Consumer
an online consumer who shops online but buys offline, or shops offline but buys online
Showrooming
the practice of examining merchandise in a physical retail location without purchasing it, and then shopping online for a better deal on the same item
Webrooming
the practice of examining products online and then buying them in a store
Marketing Attribution
the practice and techniques used to credit or value a particular channel and consumer touchpoint
Promotional Mix
the combination of promotional tools—including advertising, public relations, personal selling, sales promotion, and social media—used to reach the target market and fulfill the organization's overall goals
Advertising
any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor
Public Relations
the marketing function that evaluates public attitudes, identifies areas within the organization the public may be interested in, and executes a program of action to earn public understanding and acceptance
Sales Promotion
marketing activities - other than personal selling, advertising, and public relations - that stimulate consumer buying and dealer effectiveness
Direct Marketing
sales and promotional techniques that deliver promotional materials individually
Product Life Cycle and Promotion Strategy
introduction, growth, maturity, decline
Product Characteristics
complexity, compatibility, relative advantage, observability, trialability
Stages of the Consumer Journey
prepurchase, purchase, postpurchase
Push Strategy
a marketing strategy that uses aggressive personal selling and trade advertising to convince a wholesaler or a retailer to carry and sell particular merchandise
Pull Strategy
a 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
Promotion Decision Process
planning, implementation, evaluation
Percentage of Sales Budgeting
allocating funds to promotion as a percentage of past or anticipated sales, in terms of either dollars or units sold
Competitive Parity Budgeting
matching the competitor's absolute level of spending or the proportion per point of market share
All-You-Can-Afford Budgeting
money is allocated to promotion only after all other budget items are covered
Objective and Task Budgeting
involves allocating funds to promotion whereby the company: (1) determines its promotion objectives; (2) outlines the tasks to accomplish these objectives; and (3) determines the promotion cost of performing these tasks
Direct Orders
the result of direct marketing offers that contain all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction
Lead Generation
the result of a direct marketing offer designed to generate interest in a product or service and a request for additional information
Traffic Generation
the outcome of a direct marketing offer designed to motivate people to visit a business
Product Advertising
a form of advertising that touts the benefits of a specific good or service
Institutional Advertisements
advertisements designed to build goodwill or an image for an organization, rather than promote a specific product or service
Message Content
an appeal or theme that will produce the desired response
Message Creativity
determined by both the originality and appropriateness of the message used to inform and persuade, including visual or auditory presentation
Message Appeals
sex, humor, fear, violence
Reach
the number of target consumers exposed to a commercial at least once during a specific period, usually four weeks
Frequency
the number of times an individual is exposed to a given message during a specific period
Gross Rating Points (GRPs)
a measure used for comparing the effectiveness of different media vehicles: average reach x frequency
Cost Per Thousand (CPM)
the cost of reaching 1,000 individuals or households with the advertising message in a given medium
Media Alternatives Pros and Cons
Pros: freedom to speak, diverse perspectives, creative expression, independence from corporations; Cons: lack of regulation, limited reach, digital divide, bias