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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. |
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| 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. |
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| a set of interdependence organizations that help make a product pr service available for use or consumption. |
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| a marketing channel that has no intermediary levels |
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| Indirect marketing channel |
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| a marketing channel containing one or more intermediary levels. |
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| multichannel distribution system |
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| a distribution system in which a single firm sets up 2 or more marketing channels to reach one or more customer segments. |
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| vertical marketing system |
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| 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. |
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| the cutting out og marketing channel intermediaries by products or service producers or the displacements of traditional resellers by radical new types of intermediaries. |
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| two or more outlets that are commonly owned and controlled. |
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| What are the Factors which are changing the face of marketing communications in the 21st century? |
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Definition
1. consumers are changing
2. marketing strategies are changing
3. digital technology |
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| what do brand content management do? |
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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. |
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| IMC ( integrated marketing communications) |
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| carefully integrating and coordinating the companies many communications channels to deliver a clear, consistent, and compelling message about the organization and its products. |
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| a promotion that calls for using the sales force and trade promotion to push the product through the channels. |
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| 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. |
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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. |
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building a good cooperate image and handling heading off unfavorable rumors, stories, and events.
they work more personally towards the companies image. |
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| short-term incentives to encourage the purchase or of a product or service. |
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| setting the promotion budget at the level management thinks the company can afford. |
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| the percentage of sale method |
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| setting the promotion budget at a certain percentage of current forecasted sales or as a percentage of the unit sales price. |
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| competitive-parity method |
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| setting the promotion budget to match competitors outlyas |
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| objective and task method |
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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. |
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| is to make ads themselves so entertaining or so useful that want to watch them. ex: old spice commercials. |
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| involves making the brand and inseparable part of some other form of entertainment. like product placement. |
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| one or more typical people using the product in a normal setting. |
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| show how a product fits in with a particullar lifestyle. |
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| a fantasy around the products or its use, |
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| a mood or image around the product or service such as beauty love, intrigue or serenity. |
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| shows people or cartoons singing about the product. like the M&Ms singing love ballard. |
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| a creates a character that represents the product. like mr. clean, geico gecko, flo. |
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| show the companies expertise in making the product. like when you sees the doctors in the lab for proactive. |
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| present survey that the brand is better or better liked than one or more other brands. |
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| features highly believable or likable source endorsing the product. like weight lost commercial. |
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