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MKT 230 exam 2
Chapters 10-16
166
Marketing
Undergraduate 3
10/24/2010

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Term
Product
Definition
good, service, or idea consisting of a bundle of tangible and intangible attributes that satisfies consumers' needs and is received in exchange for money or something else of value
Term
good
Definition
has tangible attributes that a consumers 5 senses can perceive
Term
non-durable good
Definition
an item consumed in ore or a few uses (food/fuel)
Term
durable good
Definition
good that lasts over many uses(appliances, cars, mobile phones)
Term
services
Definition
intangible activities or benefits that an organization provides to satisfy consumers' needs in exchange for money or something else of value
Term
idea
Definition
a thought that leads to an action such as a concept for a new invention or getting people out to vote
Term
consumer product
Definition
products purchased by the ultimate consumer
Term
business products
Definition
(B2B or industrial) products that organizations buy that assist in providing other products for resale
Term
convenience products
Definition
items that the consumer purchases frequently, conveniently, and with a minimum of shopping effort
Term
shopping products
Definition
items for which the consumer compares several alternatives on criteria such as price, quality, or style
Term
specialty products
Definition
items that the consumer make a special effort to search out and buy
Term
unsought products
Definition
items that the consumer does not know about or knows about but does not initially want
Term
components
Definition
items that become part of the final product
Term
support products
Definition
items used to assist in producing other goods and sevices
Term
product item
Definition
specific product that has a unique brand, size, or price
Term
Stock keeping unit (SKU)
Definition
a unique identification number that defines an item for ordering or inventory purposes
Term
product line
Definition
group of product or service items that are closely related because they satisfy a class of needs, are used together, are sold to the same customer group, are distributed through the same outlets, or fall within a given price range
Term
product mix
Definition
consists of all of the product lines offered by an organization
Term
dynamically continuous innovation
Definition
only minor changes in behavior are required
Term
discontinuous innovation
Definition
making the consumer learn entirely new consumption patterns to use the product
Term
protocol
Definition
a statement that, before product development beging, identifies: (1) a well-defined target market (2)specific customers' needs, wants, and preferences (3) what the product will be and do
Term
new-market process
Definition
the seven stages an organization goes through to identify business opportunities and convert them to a salable good or service
Term
new-product strategy development
Definition
the stage of the new-product process that defines the role for a new product in terms of the firm's overall objectives. (stage 1)
Term
idea generation
Definition
the stage of the new-product process that develops a pool of concepts as candidates for new products, building upon the previous stage's results. (stage 2)
Term
industrial design
Definition
applied art that improves the aesthetics and usefulness of mass-produced products for users
Term
Screening and evaluation
Definition
the stage of the new-product process that internally and externally evaluates new-product ideas to eliminate those that warrant no further effort (stage 3)
Term
customer experience management (CEM)
Definition
the process of managing the entire customer experience within the firm
Term
concept tests
Definition
external evaluations with consumers that consist of preliminary testing of a new-product idea rather than an actual product
Term
business analysis
Definition
specifies the features of the product and the marketing strategy needed to bring it to market and make financial projections (stage 4)
Term
capacity management
Definition
integrating the service component of the marketing mix with efforts to influence consumer demand
Term
development
Definition
the stage of the new-product process that turns the idea on paper into a prototype
(stage 5)
Term
market testing
Definition
the stage of the new-product process that involves exposing actual products to prospective consumers under realistic purchase conditions to see if they will buy
Term
test marketing
Definition
involves offering a product for sale on a limited basis in a defined area
Term
commercialization
Definition
the stage of the new-product process that positions and launches a new product in full scale production and sales (stage 7)
Term
regional rollouts
Definition
introducing the product sequentially into geographical areas of the United States, to allow production levels and marketing activities to build up gradually to minimize the risk of new-product failure
Term
slotting fee
Definition
a payment a manufacturer makes to place a new item on a retailer's shelf
Term
failure fee
Definition
penalty payment a manufacturer makes to compensate a retailer for sales its valuable shelf space failed to make
Term
parallel development
Definition
cross-functional team members who conduct the simultaneous development of both the production
Term
product life cycle
Definition
the stages a new product goes through in the market place: introduction, growth, maturity, and decline
Term
introduction stage
Definition
stage when the product is introduced to its intended target market
Term
trial
Definition
the initial purchase of a product by a consumer
Term
primary demand
Definition
the desire for the product class rather than for a specific brand, since there are few competitors with the same product
Term
skimming
Definition
high initial price
Term
penetration pricing
Definition
price low to discourage competitive entry
Term
repeat purchasers
Definition
people who tried the product, were satisfied, and bought again
Term
growth stage
Definition
rapid increases in sales
Term
maturity stage
Definition
slowing of total industry sales or product class revenue
Term
decline stage
Definition
when sales drop
Term
deletion
Definition
dropping the product from the company's product line
Term
harvesting
Definition
when a company retains the product but reduces marketing costs
Term
high-learning product
Definition
one for which significant customer education is required and there is an extended introductory period
Term
low-learning product
Definition
little learning is required by the consumer, and the benefits of purchase are readily understood
Term
fashion product
Definition
style of the times
Term
product class
Definition
the entire product category or industry, such as prerecorded music
Term
product form
Definition
variations within the product class
Term
diffusion of innovation
Definition
a product diffuses, or spreads, through the population
Term
brand manager
Definition
(product manager) manages the marketing efforts for a close-knit family of products or brands
Term
product modification
Definition
altering a product's characteristic, such as its quality, performance, or appearance, to increase the product's value to customers and increase sales
Term
market modification
Definition
a company tries to find new customers, increase its product's use among existing customers, or create new use situations
Term
product repositioning
Definition
changes the place a product occupies in a consumer's mind relative to competitive products
Term
trading up
Definition
adding value to the product through additional features or higher-quality materials
Term
trading down
Definition
reducing the number of features, quality, or price
Term
branding
Definition
an organization uses a name, phrase, design, symbols, or combination of these to identify its products and distinguish them from those of competitors
Term
brand name
Definition
any word, device (design, sound, shape, or color), or combination of these used to distinguish a seller's goods or services
Term
trade name
Definition
commercial,legal name under which a company does business
Term
trademark
Definition
identifies that a firm has legally registered its brand name or trade name so the firm has its exclusive use, thereby preventing others from using it
Term
product counterfeiting
Definition
low-cost copies of popular brands not manufactured by the original producer
Term
Stop Counterfeiting in Manufactured Goods Act (2006)
Definition
makes counterfeiters subject to 20 year prison sentences and $15 million in fines
Term
brand personality
Definition
set of human characteristics associated with a brand name
Term
brand equity
Definition
the added value a brand name gives to a product beyond the functional benefits provided
Term
brand licensing
Definition
a contractual agreement whereby one company allows its brand name or trademark to be used with products or services offered by another company for a royalty or fee
Term
multi-product branding
Definition
a company uses one name for all of its products in a product class
Term
multi-branding
Definition
giving each product a distinct name
Term
private branding
Definition
when it manufactures products but sells them under the brand name of a wholesaler or retailer
Term
mixed branding
Definition
where a firm markets products under its own name and that of a reseller because the segment attracted to the reseller is different from its own market
Term
packaging
Definition
any container in which it is offered for sale and on which label information is conveyed
Term
label
Definition
an integral part of the package and typically identifies the product or brand, who made it, where and when it was made, how it is to be used, and package contents and ingredients
Term
warranty
Definition
statement indicating the liability of the manufacturer for the product deficiencies
Term
express warranties
Definition
written statements of liabilities
Term
limited-coverage warranty
Definition
specifically states the bounds of coverage and areas of non coverage
Term
full warranty
Definition
no limits of non coverage
Term
implied warranties
Definition
assign responsibility for product deficiencies to the manufacturer
Term
four I's of service
Definition
intangibility, inconsistency, inseparability, and inventory
Term
intangibility
Definition
can't be held, touched, or seen before the purchase decision
Term
inconsistency
Definition
service depends on the people who provide them, their quality varies with each person's capabilities and day-to-day job performance
Term
inseparability
Definition
consumer cannot separate the deliverer of the service from the service itself
Term
inventory
Definition
the service provider is available
Term
idle production capacity
Definition
when the service provider is available but there is no demand
Term
service continuum
Definition
ranges from tangible to intangible, or good dominant to service dominant offerings
Term
gap analysis
Definition
difference between consumer's expectations and experience
Term
customer contact audit
Definition
a flowchart of the points of an interaction betwen consumer and service provider
Term
eight P's of service marketing
Definition
product, price, place, promotion, people, physical environment, process, and productivity
Term
off-peak pricing
Definition
charging different prices during different times of the day or during different days of the week to reflect variations in demand for the service
Term
internal marketing
Definition
based on the notion that a service organization must focus on its employees, or internal market, before successful programs can be directed at customers
Term
capacity management
Definition
the service component of the marketing mix must be integrated with efforts to influence consumer demand
Term
value
Definition
ratio of perceived benefits/ price
Term
value pricing
Definition
practice of simultaneously increasing product and service benefits while maintaining or decreasing price
Term
profit equation
Definition
total revenue - total cost
Term
pricing objectives
Definition
specifying the role of price in an organization's marketing and strategic plans
Term
pricing constraints
Definition
factors that limit the range of prices a firm may set
Term
demand curve
Definition
a graph relating the quantity sold and price, which shows the maximum number of units that will be sold at a given price
Term
demand factors
Definition
influence what consumers want to buy and what they can buy
Term
price elasticity of demand
Definition
percentage change in quantity demanded relative to a percentage change in price
Term
marginal analysis
Definition
a continuing, concise trade off of incremental costs against incremental revenues
Term
break-even analysis
Definition
technique that analyzes the relationship between total revenue and total cost to determine profitability at various levels of output
Term
break-even point
Definition
the quantity at which total revenue and total cost are equal
Term
break-even chart
Definition
graphic presentation of the break even analysis
Term
prestige pricing
Definition
set a high price so that quality - or status- conscious consumers will be attracted to the product and buy it
Term
price lining
Definition
setting the price of a line of products at a umber of different specific pricing points
Term
odd-even pricing
Definition
setting prices a few dollars or cents under an even number
Term
bundle pricing
Definition
the marketing of two or more products ina single package price
Term
yield management pricing
Definition
charging of different prices to maximize revenue for a set amount of capacity
Term
standard markup pricing
Definition
entails adding a fixed percentage to the cost of all items in a specific product class
Term
cost-plus pricing
Definition
summing the total unit cost of providing a product or service and adding a specific amount to the cost to arrive at a price
Term
experience curve pricing
Definition
a method of pricing based on the learning effect, which holds that the unit cost of many products and services declines by 10% to 30% each time a firm's experience at producing and selling them doubles, resulting in possible rapid price reductions
Term
target profit pricing
Definition
a firm may set an annual target of a specific dollar volume of profit
Term
target return-on-sales pricing
Definition
to set typical prices that will give them a profit that is a specified percentage
Term
target return-on-investment pricing
Definition
a method of setting prices to achieve this target
Term
customary pricing
Definition
setting a price that is dictated by a tradition, a standardized channel of distribution, or other competitive factors
Term
loss-leader pricing
Definition
to attract customers in hopes they will buy other products as well, particularly the discretionary items with large markups
Term
one-price policy
Definition
setting one price for all buyers of a product or service
Term
flexible-price policy
Definition
(dynamic pricing) setting different prices for products and services depending on individual buyers and purchase situations
Term
price war
Definition
successive price cutting by competitors to increase or maintain their unit sales or market share
Term
quantity discounts
Definition
reductions in unit costs for a larger order
Term
everyday low pricing
Definition
the practice of replacing promotional allowances with lower manufacturer list prices
Term
promotional allowances
Definition
undertaking certain advertising or selling activities to promote a product
Term
FOB origin pricing
Definition
FOB = free on board. usually involves the seller's naming the location of this loading as the seller's factory or warehouse
Term
uniform delivered pricing
Definition
the price the seller quotes includes all transportation costs
Term
basing-point pricing
Definition
selecting one or more geographical locations from which the list price for products plus freight expenses are charged to the buyer
Term
price fixing
Definition
conspiracy among firms to set prices for a product
Term
price discrimination
Definition
practice of charging different prices to different buyers for goods of like grade and quality
Term
predatory pricing
Definition
practice of charging a very low price for a product with the intent of driving competitors out of business
Term
marketing channel
Definition
individuals and firms involved in the process of making a product or service available for use or consumption by consumers or industrial users
Term
direct channel
Definition
producer and ultimate consumers deal directly with each other
Term
indirect channel
Definition
intermediaries are inserted between the producer and consumers and perform numerous channel functions
Term
industrial distributor
Definition
performs a variety of marketing channel functions, including selling, stocking, delivering a full product assortment, and financing
Term
electronic marketing channels
Definition
employ the internet to make goods and services available for consumption or use by consumers or business buyers
Term
direct marketing channels
Definition
allow consumers to buy products by interacting with various advertising media without a face-to-face meeting with a sales person
Term
multichannel marketing
Definition
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
Term
dual distribution
Definition
an arrangement whereby a firm reaches different buyers by employing two or more different types of channels for the same basic product
Term
strategic channel alliances
Definition
one firm's marketing channel is used to sell another firm's products
Term
merchant wholesalers
Definition
independently owned firms that take title to the merchandise they handle
Term
manufacturer's agents
Definition
work for several producers and carry noncompetitive, complementary merchandise in an exclusive territory
Term
selling agents
Definition
represent a single producer and are responsible for the entire marketing function of that producer
Term
brokers
Definition
independent firms or individuals whose principle function is to bring buyers and sellers together to make sales
Term
vertical marketing systems
Definition
professionally managed and centrally coordinated marketing channels designed to achieve channel economies and maximum marketing impact
Term
franchising
Definition
contractual arrangement between a parent company and an individual under an established name and according to specific rules
Term
channel partnership
Definition
consists of agreements and procedures among channel members for ordering and physically distributing a producers products through the channel to the ultimate consumer
Term
intensive distribution
Definition
a firm tries to place its products and services in as many outlets as possible
Term
exclusive distribution
Definition
the extreme opposite of intensive distribution because only one retailer in a specified geographical area carries the firm's products
Term
selective distribution
Definition
lies between intensive and exclusive and means that a firm selects a few retailers in a specific geographical area to carry its products
Term
channel conflict
Definition
when one channel member believes another channel member is engaged in behavior that prevents it from achieving its goals
Term
disintermediation
Definition
when a channel member bypasses another member and sells or buys products direct
Term
channel captain
Definition
channel member that coordinates, directs, and supports other channel members
Term
logistics
Definition
those activities that focus on getting the right amount of the right products to the right place at the right time at the lowest possible cost
Term
logistics management
Definition
the practice of organizing the cost-effective flow of raw materials, in-process inventory, finished goods, and related information from point of origin to point of consumption to satisfy customer requirements
Term
supply chain
Definition
a sequence of firms that perform activities required to create and deliver a product or service to ultimate consumers or industrial users
Term
supply chain management
Definition
the integration and organization of information and logistics activities across firms in a supply chain for the purpose of creating and delivering products and services that provide value to ultimate consumers
Term
electronic data interchange (EDI)
Definition
combines proprietary computer and telecommunication technologies to exchange electronic invoices, payments, and information among suppliers, manufacturers, and retailers
Term
total logistics cost
Definition
includes expenses associated with transportation, materials handling and warehousing, inventory, stockouts (being out of inventory), order processing, and return goods handling
Term
customer service
Definition
the ability of logistics management to satisfy users in terms of time, dependability, communication, and convenience
Term
lead time
Definition
the lag from ordering an item until it is received and ready for use or sale
Term
quick response
Definition
reduce the retailer's lead time for receiving merchandise, thereby lowering a retailer's inventory investment, improving customer service levels, and reducing logistics expense
Term
just-in-time (JIT) concept
Definition
inventory supply system that operates with very low inventories and requires fast, on-time delivery
Term
vendor-managed inventory (VMI)
Definition
an inventory-management system whereby the supplier determines the product amount and assortment a customer needs and automatically delivers the appropriate items
Term
reverse logistics
Definition
process of reclaiming recyclable and reusable materials, returns, and reworks from the point of consumption or use for repair, remanufacturing, redistribution, or disposal
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