CHapter 14

Question 1

promotion mix

Answer 1

the unique combination of advertising, personal selling, sales promotion, and public relations used to promote a product

Question 2

integrated marketing communications

Answer 2

coordinating all aspects of the promotion mix to send clear and consistent messages to customers

Question 3

prospecting

Answer 3

a part of the personal-selling process where you research potential buyers and choose the most likely customers or prospects

Question 4

personal selling

Answer 4

a face-to-face sales presentation to a prospective customer

Question 5

Advertising

Answer 5

any paid form of non-personal presentation by an identified sponsor

Question 6

Sales promotion

Answer 6

marketing events or sales efforts—not including advertising, personal selling, and public relations—that stimulate buying

Question 7

Public relations (PR)

Answer 7

any communication or activity initiated by a company that is designed to win goodwill or prestige for a company or person

Question 8

retailers

Answer 8

businesses that specialize in selling products to the end user

Question 9

promotional campaign

Answer 9

a plan for combining the four components of the promotion mix—advertising, personal selling, sales promotion, and public relations—to achieve one or more marketing goals

Question 10

press release

Answer 10

a publicity tool that is generally a one-page document of about 300–500 words that the organization provides to the media to promote its company or a product

Question 11

press conference

Answer 11

a publicity tool where media members are invited by a company to hear news or product announcements

Question 12

marketing intermediaries

Answer 12

organizations that help move products from producers to customers

Question 13

wholesalers

Answer 13

companies that sell products to other businesses, such as retail stores, instead of selling direct to consumers

Question 14

producer to wholesaler to retailer to customer channel

Answer 14

a distribution channel similar to the producer to wholesaler to retailer channel, but with the addition of sales agents who help connect buyers and sellers

Question 15

producer to retailer to customer channel

Answer 15

a distribution channel where goods are first sold to wholesalers, and then to retailers (sometimes referred to as two-step)

Question 16

direct channel

Answer 16

a distribution channel where the producer sells directly to the consumer, with no marketing intermediaries in between (sometimes referred to as customer-direct)

Question 17

merchant wholesalers

Answer 17

a marketing intermediary that purchases goods in large quantities and then sells them to other wholesalers or retailers and to institutional, farm, government, professional, or industrial users

Question 18

agents

Answer 18

an independent sales professional who brings buyers and sellers together

Question 19

producer to agent to wholesaler to retailer to customer channel

Answer 19

a distribution channel similar to the producer to wholesaler to retailer channel, but with the addition of sales agents who help connect buyers and sellers

Question 20

commission merchants

Answer 20

an intermediary that usually carries merchandise and negotiates sales for manufacturers

Question 21

brokers

Answer 21

an intermediary that specializes in a particular commodity, represents either a buyer or a seller, and is likely to be hired on a temporary basis

Question 22

Non-store retailing

Answer 22

selling that does not take place in conventional store facilities; customers purchase products without visiting a store

Question 23

Automatic vending

Answer 23

the use of machines to dispense products

Question 24

distribution intensity

Answer 24

the level of market coverage for a product, usually measured by the number of outlets where it is sold—in intensive distribution all available outlets are used, and in selective distribution only a few outlets are used

Question 25

Direct marketing

Answer 25

the use of the telephone, the Internet, and non-personal media to communicate product and organizational information to customers, who can then purchase products via mail, telephone, or the internet

Question 26

Direct selling

Answer 26

the marketing of products to customers through face-to-face sales presentations at home or in the workplace

Question 27

inventory

Answer 27

the supply of goods that a company holds for use in production or for sale to customers

Question 28

inventory management

Answer 28

involves deciding how much of each type of inventory to keep on hand and the ordering, receiving, storing, and tracking of it

Question 29

transportation

Answer 29

the function of physical distribution that involves the shipment of products through the distribution channel to the customer

Question 30

warehousing

Answer 30

the function of physical distribution that involves receiving and storing goods, then preparing them for shipment

Question 31

what are the four components of the promotional mix?

Answer 31

Advertising - paid message Personal selling - sales reps (personalized) Sales promotion - short term incentives Public relations - relationship between people and company

Question 35

what are the steps in the personal selling process?

Answer 35

Pricks always make adventrourus cocks flurish Prospecting Approach the prospect Make the presentation answer objections close the sale followup

Question 38

what are the three examples of sales promotion methods?

Answer 38

Samples Contests Coupon

Question 39

what are the three major public relation tools?

Answer 39

press releases, press conference, and events

Question 40

what are the four distribution channels

Answer 40

direct producer to retailer to customer producer to wholesaler to retailer to customer Producer to agent to wholesaler to retailer to customer

Question 42

what are the four factors that differencieates retailers?

Answer 42

number of product catagories Pricing distribution intensity - lever of market coverage size and selection - limited items

Question 43

Name the five different types of retailers

Answer 43

department - household discount - dollaramma supermarket - IGA superstore - superstore convenience store - 7 eleven

Question 44

what are the three primary functions of physical distribution?

Answer 44

inventory management warehousing and transportation

Question 46

Commission merchants

Answer 46

Curious merchandise and negotiates A sale for manufacturers

Question 47

Broker

Answer 47

Represents a special commodity and represents a buyer or seller often hire temporarily