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EXAM III
N/A
77
Marketing
Undergraduate 2
06/04/2009

Additional Marketing Flashcards

 


 

Cards

Term
Marketing Channel
Definition
the set of institutions that transfer the ownership of and move goods from the point of production to the point of consumption.
Term
Logistics Management
Definition
The integration of two or more activities for the purpose of planning, implementing, and controlling the efficient flow of raw materials, in-process inventory, and finished goods from the point of origin to the point of consumption.
Term
Distribution Center
Definition
Facility for the receipt, storage, and redistribution of goods to stores or customers.
Term
Electronic Data Interchange (EDI)
Definition
the computer-to-computer exchange of business documents from a retailer to a vendor and back.
Term
Intranet
Definition
Secure communication systems contained within one company
Term
Extranet
Definition
Collaborative network that uses internet technology to link businesses with suppliers, customers, or other businesses.
Term
Just-in-time System management
Definition
Reduces lead time, Increases product availability and lower inventory investment.
Term
Vertical Marketing System
Definition
Supply chain in which members act as a unified system.
Term
Intensive Distribution
Definition
Strategy designed to get products into as many outlets as possible.
Term
Exclusive Distribution
Definition
granted to one or very few retail customers so no other customers in the territory can sell a particular brand.
Term
Selective Distribution
Definition
Between intensive and exclusive distribution strategies.
Term
Mutual Trust
Definition
holds a strategic relationship together through the means of trust, reliability, sincere communication and fulfills obligations.
Term
Open Communication
Definition
to share information, develop sales forecasts together, and coordinate deliveries.
Term
Common Goals
Definition
Supply chain members must have common goals for a successful relationship an incentive to pool their strengths and abilities and exploit potential opportunities together.
Term
Credible commitments
Definition
successful relationships develop because both parties make credible commitments to, or tangible investments in, the relationship.
Term
4 P's
Definition
Product, Place, Price, Promotion.
Term
Multi-channel retailers
Definition
Retalers that sell merchandise in more than one retail channel.
Term
Types of Retailers
Definition
Food & General Merchandise
Term
Conventional Supermarket
Definition
Retailer that offers groceries, meat, and produce with limited sales of nonfood items and general merchandise in a self-service format.
Term
Big-Box Food Retailer
Definition
Carries both food and non-food items in three types: super center, hypermarket, and warehouse club.
Term
Convenience Store
Definition
Retailer that provides a limited number of items at a convenient location in a small store with speedy check-out.
Term
Discount Store
Definition
Retailers that offer a broad variety of merchandise, limited service and low prices.
Term
Specialty Store
Definition
Retailer that concentrates on a limited number of complementary merchandise categories in a relatively small store space.
Term
Category Specialist
Definition
Retailer that offers a narrow variety but deep assortment of merchandise.
Term
Department Store
Definition
Retailer that carries a broad variety and deep assortment; offers some customer service; is organized into separate departments to display its merchandise.
Term
Drug Store
Definition
Specialty store that concentrates on health and personal grooming merchandise.
Term
Off-price retailer
Definition
retailer that offers an inconsistent assortment of merchandise at relatively low prices.
Term
AIDA
Definition
Attention, Interest, Desire, Action.
Term
integrated marketing communications
Definition
Promotion dimension of the 4 P's; encompasses carious communication media in combination to provides clarity, consistency, and maximum impact.
Term
The Sender
Definition
Firms that originate the IMC message; must be clearly identified to the intended audience.
Term
Transmitter
Definition
Agent or intermediary that helps sender develop marketing communications; for example, firm's creative department or advertising agency.
Term
Encoding
Definition
Process of converting sender's ideas into a message, which can be verbal, visual, or both.
Term
Communication Channel
Definition
the medium--print, broadcast, internet--that carries a message.
Term
Receiver
Definition
Person who reads, hears, or sees and processes information contained in a message or advertisement.
Term
Noise
Definition
any interference that stems from competing messages, lack of message clarity, or flaw in the medium; a problem for all communication channels.
Term
Feedback Loop
Definition
Allows receiver to communicate with sender and thereby informs sender whether the message was received and decoded properly.
Term
Elements of an IMC Model
Definition
Advertising, Personal Selling, Sales Promotion, Direct Marketing, Public Relations and Electronic Media.
Term
Advertising
Definition
is a paid form of communication from an identifiable source, delivered through a communication channel, designed to persuade the receiver to take some action, now or in the future.
Term
Personal Selling
Definition
is the two-way flow of communication between buyer and seller designed to influence the buyer's purchase decision.
Term
Sales Promotions
Definition
are special incentives or excitement-building programs that encourage purchase, such as coupons, rebates, contests, free samples, and point-of-purchase displays.
Term
Direct Marketing
Definition
is the group of sales and promotional techniques that deliver promotional materials individually to potential customers.
Term
Public Relations
Definition
is the organizational function that manages a firm's communications to build and maintain a positive image, address unfavorable events, or promote positive media relations.
Term
Electronic Media
Definition
are Corporate Blogs, Online Games, and text messaging.
Term
Reach
Definition
Measure of consumer's exposure to marketing communications' percentage of the target population exposed to a marketing communication at least once.
Term
Frequency
Definition
Measure of how often an audience is exposed to a communication within a specified period of time.
Term
Web Tracking
Definition
Assesses how much time viewers spend on particular Web pages and the number of pages they view.
Term
Click-through tracking
Definition
measure of how many times users click on banner advertising on Web sites.
Term
Online Coupon
Definition
Promotional Web technique in which consumers print a coupon and then redeem it in a store.
Term
Online referring
Definition
Promotional Web technique in which consumers fill out a form and are referred to an offline dealer that offers the product or service of interest.
Term
Commercial Speech
Definition
a message with an economic motivation to promote a product or service, persuade someone to purchase, etc...
Term
Non-commercial speech
Definition
a message that does not have an economic motivation and therefore is fully protected under the first amendment.
Term
Stealth Marketing
Definition
Strategy to attract consumers; promotional tactics to deliver sales message unconventionally, often without target audience knowing the message has selling intent.
Term
Viral Marketing
Definition
Phenomenon that encourages people to pass along a marketing message to other potential consumers.
Term
Advertising
Definition
is a paid form of communications from an identifiable source, delivered though a communication channel, designed to persuade the receiver to take some action, now or in the future.
Term
Advertising plan
Definition
part of the firms overall marketing plan outlining the objectives, methods, and success measures of an advertising campaign.
Term
Pull strategy
Definition
Designed to get consumers to pull the product into the supply chain by demanding it.
Term
Push strategy
Definition
Designed to increase demand by motivating sellers to highlight the product, rather than competitors', and thereby push the product onto consumers.
Term
Informative Advertising
Definition
Communication used to create and build brand awareness, with the ultimate goal of moving consumers through the guying cycle of a purchase.
Term
Persuasive Advertising
Definition
Communication used to motivate consumers to take action
Term
Reminder Advertising
Definition
Communication used to remind consumers of a product or prompt repurchases, especially for products in the maturity stage of their life.
Term
Product-Focused Advertisements
Definition
Inform, Persuade, or remind consumers about a specific product or service.
Term
Institutional Advertisement
Definition
Inform, Persuade, and remind consumers about issues related to places, politics, industries, or particular corporations.
Term
Primary Demand advertising
Definition
Ads designed to generate demand for the product category or an entire industry.
Term
Selective Demand Advertising
Definition
Ads designed to generate demand for a specific brand, firm, or item.
Term
Public Service Advertising
Definition
Ads focused on public welfare
Term
Social Marketing
Definition
Application of marketing principles to a social issue to induce attitudinal and behavioral change.
Term
Unique Selling Proposition
Definition
Strategy of differentiating a product by communicating its unique attributes; often the common theme or slogan for the advertising campaign
Term
Information Appeal
Definition
promotion to help consumers make purchase decisions by offering factual information and strong arguments about relevant issues; encourage favorable evaluations based on key benefits.
Term
Emotional Appeal
Definition
Attempt to satisfy consumers' emotional desires rather than utilitarian needs.
Term
Media Planning
Definition
The process of evaluating and selecting the media mix that delivers a clear, consistent, compelling message to the intended audience.
Term
Media Mix
Definition
Combination of the media used and frequency of advertising in each medium
Term
Media Buy
Definition
The actual purchase of airtime or print pages
Term
Continuous Advertising Schedule
Definition
Ads run throughout the year, suited to products and services consumed at steady rates that require constant levels of persuasive or reminder advertising.
Term
Flighting Advertising Schedule
Definition
adverting schedule implemented in spurts, with periods of heavy advertising followed by periods of no advertising.
Term
Pulsing Advertising Schedule
Definition
Combines continuous and flighting ad schedules; maintains a base level of advertising but increases intensity during certain periods.
Term
Personal Selling
Definition
is the two-way flow of communication between buyer and seller designed to influence the buyer's purchase decision.
Term
Relationship Selling
Definition
is a sales philosophy and process emphasizing commitment to a long-term relationship and investing in mutually beneficial opportunities.
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