Shared Flashcard Set

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Final Exam
marketing
32
Business
Undergraduate 1
12/15/2015

Additional Business Flashcards

 


 

Cards

Term
supply chain
Definition
producing a product or service and making it available to buyers requires building relationships not only with customers but also with key suppliers and resellers in the company.

it involves and upstream and downstream.
Term
value delivery network
Definition
a network composed of the company suppliers, distributors, and ultimately customers who partner with each other to improve the performance of the entire system in delivering customer value.
Term
marketing channel
Definition
a set of interdependence organizations that help make a product pr service available for use or consumption.
Term
direct marketing channel
Definition
a marketing channel that has no intermediary levels
Term
Indirect marketing channel
Definition
a marketing channel containing one or more intermediary levels.
Term
multichannel distribution system
Definition
a distribution system in which a single firm sets up 2 or more marketing channels to reach one or more customer segments.
Term
vertical marketing system
Definition
a channel structure in which producers, wholesalers and retailers act as a unified system. one channel member owns the others has contracts with them or has so much that they all cooperate.
Term
disintermediation
Definition
the cutting out og marketing channel intermediaries by products or service producers or the displacements of traditional resellers by radical new types of intermediaries.
Term
corporate chains
Definition
two or more outlets that are commonly owned and controlled.
Term
What are the Factors which are changing the face of marketing communications in the 21st century?
Definition
1. consumers are changing
2. marketing strategies are changing
3. digital technology
Term
what do brand content management do?
Definition
they create, inspire, and share brand message and conversations with and among customers across a fluid mix of paid, owned,earned and shared communications channels.
Term
IMC ( integrated marketing communications)
Definition
carefully integrating and coordinating the companies many communications channels to deliver a clear, consistent, and compelling message about the organization and its products.
Term
push strategy
Definition
a promotion that calls for using the sales force and trade promotion to push the product through the channels.
Term
pull strategy
Definition
a promotion strategy that calls for spending a lot on consumer advertising and promotions to induce final consumers to buy the product, creating a demand vacuum that pulls the through the channel.
Term
advertising
Definition
any paid form of nonpersonal presentation and promotion of ideas, good, or services by an identified sponsor.

it reaches a mass of geographically dispered buyers at a low cost.
Term
Public relations
Definition
building a good cooperate image and handling heading off unfavorable rumors, stories, and events.

they work more personally towards the companies image.
Term
sales promotion
Definition
short-term incentives to encourage the purchase or of a product or service.
Term
affordable method
Definition
setting the promotion budget at the level management thinks the company can afford.
Term
the percentage of sale method
Definition
setting the promotion budget at a certain percentage of current forecasted sales or as a percentage of the unit sales price.
Term
competitive-parity method
Definition
setting the promotion budget to match competitors outlyas
Term
objective and task method
Definition
developing the promotion budget by 1. defining specific objectives 2. determing the task that must be performed to achieve these objectives. 3 estimating the cost of performing the task. the sum of the cost is the proposed promotion budget.
Term
advetainment
Definition
is to make ads themselves so entertaining or so useful that want to watch them. ex: old spice commercials.
Term
brand entertainment
Definition
involves making the brand and inseparable part of some other form of entertainment. like product placement.
Term
slice of style
Definition
one or more typical people using the product in a normal setting.
Term
lifestyle
Definition
show how a product fits in with a particullar lifestyle.
Term
fantasy
Definition
a fantasy around the products or its use,
Term
mood or image
Definition
a mood or image around the product or service such as beauty love, intrigue or serenity.
Term
musical
Definition
shows people or cartoons singing about the product. like the M&Ms singing love ballard.
Term
personality symbol
Definition
a creates a character that represents the product. like mr. clean, geico gecko, flo.
Term
technical expertise
Definition
show the companies expertise in making the product. like when you sees the doctors in the lab for proactive.
Term
scientific evidence
Definition
present survey that the brand is better or better liked than one or more other brands.
Term
testimonial evidence
Definition
features highly believable or likable source endorsing the product. like weight lost commercial.
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