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Flashcards in Exam 3 Deck (54):

What is a marketing channel?

consists of individuals and firms involved in the process of making a product or service available for use or consumption by consumers or industrial users


What is a direct channel?

The product goes directly from producer to consumer


What is a indirect channel?

The product is sent to intermediaries who then send it to the buyer


What is multichannel 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 markets and online


what is dual distribution?

using two different channels for the same product


What is vertical marketing?

professionally managed and centrally coordinated marketing channels designed to achieve channel economies and maximum marketing outcomes


What is intensive distribution?

a firm tries to place their products in as many places as possible


What is exclusive distribution?

only one retailer in a specific geographical area carries the firms products


What is selctive distribution?

a few retailers are chosen in a geographical area for a product


What is channel conflict?

when one channel member believes another channel member is engaged in behavior that prevents it from achieving its goals


What is disintermediation?

channel conflict when another member of the same channel bypasses another member and buys direct


What is vertical conflict?

occurs between different levels of a channel


What is horizontal conflict?

occurs between two intermediaries in a channel such as two retailers or wholesalers


What is total logistics cost?

the expenses associated with transportation, material handeling, warehousing, inventory costs, stockouts, order processing, and returns


What is backward integration?

when a retailer owns a manufactoring operation


What is form of ownership?

distinguishes retailers based on whether independent retailers, corporate chains, or contractual systems own the the outlet


What are contractual systems?

independently owned stores that band together


What is the depth of the product line?

the store carries a large assortment of every item ( example different types of shoes)


What is the breadth of the product line?

the variety of items a store carries


What is scrambled merchandising?

offering several unrelated product lines in a store


What is a hypermarket?

a form of scrambled merchandising which consists of large stores that offers everything in a single outlet, eliminating the need for consumers to shop in more than one location


What is intertype competition?

competition between very dissimilar types of retail outlets that results from scrambled merchandising


What is the retail positioning matrix?

positions retail outlets on two dimensions: breadth of a product, and value added


What is the retailing mix?

the activities related to managing the store and the merchandise in the store


What is off price retailing?

selling brand name merchandise at lower than regular prices


What is the central business district?

the oldest shopping area found downtown, used prior to founding of the suburbs


What is a regional shopping center?

consists of 50 to 150 stores that attract customers who typically live or work within a 5- 10 mile radius


What is a community shopping center?

typically has one department store and often 20-40 smaller outlets


What is a power center?

a strip mall with a large chain store


What is shopper marketing?

the use of displays, coupons, product samples, and other brand communications to influence shopping in a store


What is category management?

an approach to managing the assortment of merchanides in which a manager is assigned the responsibility for selecting all products that consumers in a marketing segment might view as substitutes for each other, with the objective of maximizing sales and profits


What are the pieces of communication?

Source, message, receiver, encoding, decondinf


What is encoding?

The process of having the sender transform an idea into a set of symbols


What is decoding?

The reverse of the process of having the receiver take a set of symbols, the message, and transform the symbils into an idea


What is field of experience?

A mutually shared understanding and knowledge that the sender and receiver apply to the message so that it can be communicated effectively during the communication process


What is noise?

Includes extraneous factors that can work against effective communication by distorting a message it the feedback received


What is a pull strategy?

Directing the promotional mix at ultimate consumers to encourage then to ask the retailer for a product


What is competitive parity budgeting?

Allocating funds to promotion by matching the competitions absolute level of spending or the proportion per point if market share


What is all you can afford budgeting?

Allocating funds to promotion only after all budget items are covered


What is objective and task budgeting?

Allocating funds to promotion whereby the company : determines the promotion objectives, outlines the task to accomplish the objectives, and determines the promotion cost of performing those tasks


What is intermittent schedule?

periods of adveritsing are scheduled between periods of no advertising to reflect seasonal demand


What is a pulse schedule?

a flighting scheule is combined with a continuous schedule


What are limited service agencies?

only specialize in one area of the marketing matrix


What are trade oriented sales promotions?]

sales tools used to support a company's advertising and personal selling directed to wholesalers, retailers, and distributors


What is cooperative advertising ?

manufactorer pays a percentage of retailer's advertising expenses for the manufactorer's product


What is partnership selling?

buyers and sellers combine their expertise to create customized solutions


What is an order taker?

processes routine orders or reorders for products that were already sold by the company


What is a order getter?

sells in a conventional sense and identifies customers, provides customers with information, persuades customers to buy, closes sales


What are the 6 personal selling stages?

prospecting, preapproach, approach,presentation, close and follow up


What is stimulus response?

consists of information that must be provided in an accurate and throrough presentation to get the prospect to buy


What is need satisfaction presentation?

selling based on customer needs


What is adaptive selling?

involves adjusting the presentation to fit the selling situation


What is consultative selling?

focuses on problem identification where the salesperson serves as an expert on problem recognition and solution


What is the workload method?

a method that determines the size of the sales force
NS = Nc * CF * CL / AST