Chapter 14 Flashcards
(47 cards)
Promotions that focus on members of the “trade”, which include distribution channel members, such as retail salespeople or which include distribution channel members, such as retail salespeople or wholesale distributors, that a firm must work with in order to sell its products
Trade promotions
reimburses the retailer for in-store support of the product
Merchandising allowance
a discount to retailer or wholesaler based on the volume of product ordered
Case allowance
A sales promotion where the manufacturer and the retailer share the cost
Co-op advertising
Events at which many companies set up elaborate exhibits to show their products, give away samples, distribute product literature, and troll for new business contacts
Trade shows
Goodies such as coffee mugs, T-shirts, and magnets given away to build awareness for a sponsor. Some freebies are distributed directly to consumers and business customers; others are intended for channel partners such as retailers and vendors.
Promotional products
In-store displays and signs
Point-of-Purchase (POP) displays
A bonus paid by a manufacturer to a salesperson, customer, or distributor for selling its product
Push money
________________ is the fastest-growing type of marketing communication
Direct marketing
Any direct communication to a consumer or business recipient designed to generate a response in the form of an order, a request for further information, and/or a visit to a store or other place of business for purchase of a product
Direct marketing
A collection of products offered for sale in book form, usually consisting of product descriptions accompanied by photos of the items
Catalog
a brochure or pamphlet that offers a specific good or service at one point in time
Direct mail
Unlike a catalog retailer that offers a variety of merchandise through the mail, _________ is a brochure or pamphlet that offers a specific good or service at one point in time. This is a mail offer that has an advantage over a catalog because the sender can personalize it.
Direct mail
The use of the telephone to sell directly to consumers and business customers
Telemarketing
The major issue on the horizon for _____ is whether they will be able to access cell phone numbers, as many consumers fear.
telemarketing
A direct marketing approach that allows the consumer to respond to a message by immediately contacting the provider to ask questions or order the product
Direct response advertising
Although for many companies the Internet has become the medium of choice for _____________, this technique is still alive and well in magazines, newspapers, and television
direct marketing
Advertising on TV that seeks a direct response including short commercials of less than two minutes, 30-minute or longer infomercials, and home shopping networks
Direct Response TV (DRTV)
Half-hour or hour-long commercials that that resemble a talk show but actually are sales pitches
Infomercials
Promotional and other e-commerce activities transmitted over mobile phones and other mobile devices, such as smartphones, and personal digital assistants (PDAs)
M-Commerce
Marketing communication by which a company representative interacts directly with a customer or prospective customer to communicate about a good or service
Personal Selling
___________ is not the same thing as ________.
__________ bypass channel intermediaries and sell directly from manufacturer to consumer through personal, one-to-one contact. Typically, independent sales representatives sell in person in a customer’s home or place of business.
Direct selling, direct marketing.
Direct sellers
A salesperson whose primary function is to facilitate transactions that the customer initiates
Order Taker
A sales support person with a high level of technical expertise whose assists in product ddemonstrations
Technical Specialist
