Supply Chain, Retailing, and Integrated Marketing Communications

Vocabulary flashcards detailing key marketing concepts from the lecture, including supply chain dynamics, distribution channels, retail strategy, promotional tools, the communication process, and advertising execution.

Supply Chain

Organizations involved in making and delivering a product to consumers.

Supply Chain Orientation

Viewing the supply chain as one connected system focused on customer satisfaction.

Supply Chain Integration

Coordinating supply chain members to improve efficiency.

Marketing Channel

Businesses that move products from producers to consumers.

Channel Members

Producers, wholesalers, retailers, agents, and brokers.

Channel Power

The ability of one channel member to influence another.

Channel Control

Directing the activities of channel members.

Channel Captain

The dominant channel member that coordinates the channel.

Channel Conflict

Disagreements between channel members.

Horizontal Conflict

Disagreements occurring between channel members at the same channel level.

Vertical Conflict

Disagreements occurring between channel members at different channel levels.

Multichannel Conflict

Conflict that occurs when different channels compete with each other.

Transactional Channel Functions

Marketing channel functions focused on buying, selling, and taking risks.

Logistical Channel Functions

Marketing channel functions focused on storing, sorting, and transporting products.

Facilitating Channel Functions

Marketing channel functions focused on financing, research, and providing information.

Form Utility

Value created by changing raw materials into finished products.

Time Utility

Value created by making products available when needed.

Place Utility

Value created by making products available where needed.

Possession Utility

Value created by making ownership easier.

Direct Channel

A consumer marketing channel where products move directly from Producer to Consumer.

Retailer Channel

A consumer marketing channel structured as Producer to Retailer to Consumer.

Wholesaler Channel

A consumer marketing channel structured as Producer to Wholesaler to Retailer to Consumer.

Agent/Broker Channel

A consumer marketing channel structured as Producer to Agent to Wholesaler to Retailer to Consumer.

Intensive Distribution

A distribution level where products are sold everywhere, such as snacks and soda.

Selective Distribution

A distribution level where products are sold at selected locations, such as electronics.

Exclusive Distribution

A distribution level where products are sold at very few locations, such as luxury goods.

Retailing

Selling products directly to final consumers.

Retailer

A business that sells directly to consumers.

Independent Retailer

An individually owned store.

Chain Store

Multiple stores owned by one company.

Franchise

An ownership format where an individual pays to use an established company's name and business model.

Assortment Width

The number of product categories offered.

Assortment Depth

The number of choices offered within each product category.

Store Formats

Physical retail locations, including department, specialty, discount, convenience, and grocery stores.

Nonstore Formats

Retailing channels including online shopping, direct selling, vending machines, catalogs, and social commerce.

Six Ps of Retailing

Product (what is sold), Price (what customers pay), Promotion (how products are advertised), Place (where products are sold), Presentation (store appearance and layout), and Personnel (employees and customer service).

Advertising

Paid, nonpersonal promotion used to build awareness over the long term.

Public Relations

A promotional mix element dedicated to maintaining a positive company image.

Sales Promotion

Short-term incentives such as coupons, discounts, and samples that encourage immediate purchases.

Personal Selling

Direct interaction with customers.

Social Media Promotion

Promoting through social platforms.

Marketing Communication

Sharing information about products and brands.

Integrated Marketing Communications (IMC)

Coordinating all promotional activities to create one consistent message.

Sender

The participant in the communication process who creates the message.

Encoding

Turning an idea into words, images, or symbols.

Communication Channel

The medium used to send a message.

Noise

Anything that interferes with a message.

Receiver

The person receiving a message.

Decoding

Interpreting a message.

Informative Promotion

A promotional goal that educates customers, typical during the Introduction stage of the Product Life Cycle.

Persuasive Promotion

A promotional goal that encourages customers to choose a brand, typical during the Growth stage of the Product Life Cycle.

Reminder Promotion

A promotional goal that keeps products in customers' minds, typical during the Maturity stage of the Product Life Cycle.

Routine Buying Decision

A purchase decision requiring little thought, such as buying toothpaste.

Limited Buying Decision

A purchase decision requiring some research, such as buying shampoo.

Extensive Buying Decision

A purchase decision requiring significant research, such as buying a car.

Push Strategy

A promotional approach that promotes products to retailers to encourage them to sell them.

Pull Strategy

A promotional approach that advertises directly to consumers to create demand.

Institutional Advertising

Advertising designed to promote the company or its overall image rather than a specific product.

Advocacy Advertising

A form of institutional advertising that promotes a position on an issue.

Pioneering Institutional Advertising

A form of institutional advertising that establishes company identity.

Competitive Institutional Advertising

A form of institutional advertising that promotes a company's image over competitors.

Product Advertising

Advertising that promotes a specific product.

Pioneering Product Advertising

A type of product advertising that introduces a new product category.

Competitive Product Advertising

A type of product advertising that encourages customers to choose one brand.

Comparative Advertising

A type of product advertising that directly compares competing brands.

Advertising Campaign

A series of coordinated advertisements with a common theme and specific goal.

Unique Value Proposition (UVP)

An explanation of what makes a product different and why customers should buy it.

Product Attribute

What a product has or is (for example, SPF 30).

Product Benefit

What a product does for the customer (for example, protects skin from sun damage).

Continuous Media Schedule

A media timing pattern that advertises consistently all year.

Flighted Media Schedule

A media timing pattern that advertises during certain periods, then stops.

Pulsing Media Schedule

A media timing pattern that advertises all year but increases intensity during certain periods.