Term
|
Definition
| largest market share, leads price changes, new product introductions, distribution coverage, and promotional intensity |
|
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Term
|
Definition
| Attempting to take over market leader. Powerade compared to market leader Gatorade. |
|
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Term
|
Definition
| Follows behind others and generally doesn't innovate itself. Not incurring high costs but can still get profits. |
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Term
|
Definition
| Picks up what the market leaders and those attempting to be market leaders leave behind. |
|
|
Term
| How can total market demand be expanded? |
|
Definition
1. New Customers (existing market penetration, new market, and geographic expansion)
2. More Usage (additional opportunities or new ways to use the brand) |
|
|
Term
| List of Defenses against marketing strategies? (6) |
|
Definition
| Position Defense, Flank Defense, Preemptive Defense, Counteroffensive Defense, Mobile Defense, and Contraction Defense |
|
|
Term
|
Definition
| Occupy the most desirable position in consumers mind. |
|
|
Term
|
Definition
| Have a separate brand to protect the main brand's weak spots. DeWalt and Black & Decker. |
|
|
Term
|
Definition
| Attack first instead of waiting. You can also announce new products before they are released so competitors will more likely more in another direction to avoid the competition. |
|
|
Term
|
Definition
| If a competitor attacks a brand, you can attack them somewhere else to hurt them. Use a different brand to attack their weak spots. |
|
|
Term
|
Definition
| Move to new territories or industries. Like diversification. |
|
|
Term
|
Definition
| Give up weaker markets and focus resources on stronger ones. |
|
|
Term
| List of market challenger strategies. (5) |
|
Definition
| Frontal Attack, Flank Attack, Encirclement Attack, Bypass Attack, and Guerilla Attack |
|
|
Term
|
Definition
| Match the opponent's product, advertising, price, and distribution. Sometimes they compete with a lower price if they can convince consumers the quality is still equal. |
|
|
Term
|
Definition
| Identifying shifts that cause gaps to develop in the market and then fill the gaps. Good for challengers with few resources |
|
|
Term
|
Definition
| Capture a wide slice of territory with a grand offensive. Works when challengers has superior resources. |
|
|
Term
|
Definition
| Attack easier markets instead of where the competitor is. Done by: diversifying into unrelated products, diversifying into new geographical markets, and leapfrogging into new technologies. (pepsi starting Aquafina) |
|
|
Term
|
Definition
| Small, intermittent attcks, conventional and unconventional. Price cuts, improved products, wider variety, innovative distribution. They must all work for entire strategy to work bc all on a small scale individually. |
|
|
Term
| List of market follower strategies. (3) |
|
Definition
| Cloner, Imitator, Adapter. |
|
|
Term
|
Definition
| Emulates leaders products, name, and packaging with slight variations (cereals) |
|
|
Term
|
Definition
| Copies some things but differentiates on packaging, advertising, pricing, or location. |
|
|
Term
|
Definition
| Takes the leader's products and adapts or improves them. |
|
|
Term
|
Definition
| Introduction, Growth, Maturity, Decline |
|
|
Term
| Introduction Product Cycle |
|
Definition
| Slow sales growth, profits are nonexistent because of heavy expenses of product introduction. |
|
|
Term
|
Definition
| Rapid Market acceptance and substantial profit improvement |
|
|
Term
|
Definition
| A slowdown in sales growth because the product has achieved acceptance by most buyers. Profits stabilize or decline bc of competition. |
|
|
Term
|
Definition
| Sales show a downward drift and profits erode. |
|
|
Term
| Marketing Strategies for Introduction Cycle |
|
Definition
| Vision of a mass market, persistence, relentless innovation, financial commitment, and asset leverage. |
|
|
Term
| Marketing Strategies for Growth Cycle |
|
Definition
| Improve quality, add features, new models, flanker products, enter new markets, increase distribution, shift from awareness to preference and loyalty communications and marketing, lowers prices to attract the next layer of price-sensitive buyers |
|
|
Term
| Marketing Strategies for Maturity Cycle |
|
Definition
| Modify market by increasing brand users or usage rate, improve quality or features or style, modify price or distribution |
|
|
Term
| Marketing Strategies for Decline Cycle |
|
Definition
| Eliminate weak products, harvesting (reduce cost with maintained sales), divest (sell to another firm) |
|
|
Term
|
Definition
1. Core Benefit
2. Basic Product
3. Expected Product
4. Augmented Product
5. Potential Product |
|
|
Term
|
Definition
| what customer is really buying. Hotel = Rest and Sleep |
|
|
Term
|
Definition
| Turn core benefit into something. Hotel room as a bed, bathroom and towels. |
|
|
Term
|
Definition
| Attributes and conditions to expect to come with the product. Hotel= clean bed and fresh towels. |
|
|
Term
|
Definition
| Exceeds customer expectations. Where brand positioning takes place. |
|
|
Term
|
Definition
| All possible augmentations and transformations that may happen. |
|
|
Term
| Classifications of Products |
|
Definition
| Durable, Nondurable, services, shopping goods, specialty goods, unsought goods, materials and parts, capital items, and supplies and business services. |
|
|
Term
|
Definition
|
|
Term
|
Definition
|
|
Term
|
Definition
| intangible, inseparable, variable, and perishable. |
|
|
Term
|
Definition
| purchased frequently , immediately, and with minimal effort. |
|
|
Term
|
Definition
| compared on basis of suitability, quality, price, and style. |
|
|
Term
|
Definition
| Unique characteristics or brand identification for which enough buyers are willing to make a special purchasing effort. Cars |
|
|
Term
|
Definition
| Consumer doesn't know about or normally think of buying. Like life insurance. |
|
|
Term
|
Definition
| Goods that enter the manufacturing process. Either raw materials or manufactured parts. |
|
|
Term
|
Definition
| Long-lasting goods that facilitate developing or managing the finished product. Buildings. |
|
|
Term
| Supplies and business services |
|
Definition
| Short-term goods and services that facilitate developing or managing the finished product. Maintenance and repair items. |
|
|
Term
| Product Line Analysis: Sales and Profits |
|
Definition
| Know what products in the product line make up the majority of your sales and profit and protect them heavily. |
|
|
Term
| Product Line Analysis: Market Profile and Image |
|
Definition
| Manage how the product line is positioned against competitor's lines using a product map. |
|
|
Term
|
Definition
| Expand product line to different price points and products to capture market share. The higher marketshare you want, the longer the product line should be. Those focused on profitability will carry shorter lines. |
|
|
Term
|
Definition
| Lengthening the product line beyond current range either up or down market based on price. |
|
|
Term
|
Definition
| Adding more items inside current range to get incremental profits, utilize excess capacity. Be cafeful of cannibalization and customer confusion. |
|
|
Term
| Line Modernization, featuring and pruning |
|
Definition
| Should you modernize the product line overtime or all at once? Must time improvements as not to damage current line but not to let competitors gain advantage. |
|
|
Term
|
Definition
| two or more well-known brands are combined into a joint product or marketed together in some fashion. Trix Yogurt, or even TacoBell/KFC |
|
|
Term
|
Definition
| Type of co-branding. Creates brand equity for materials, components, or parts that are contained within other branded products. Host products without strong brands can use this. Like GORE-TEX gloves. Northface, timberland, and columbia do this. |
|
|
Term
| Requirements for Ingredient Branding |
|
Definition
1. Ingredient matters to performance.
2. Not all ingredient brands are the same.
3. Distinctive symbol or logo to seal the product.
4. Coordinate pull and push program to help consumers understand the advantages of the branded ingredient. |
|
|
Term
| List the categories of services |
|
Definition
| Pure tangible good, tangible good with accompanying services, A hybrid, a major service with accompanying minor goods and services, a pure service. |
|
|
Term
|
Definition
| Soap, or salt. No accompanying services. |
|
|
Term
| Tangible good with accompanying service |
|
Definition
| A car or computer with a warranty or service contract. |
|
|
Term
|
Definition
| Equal parts good and service like a restaurant. |
|
|
Term
| Major service with accompanying minor goods and services |
|
Definition
| Air travel with food and drinks |
|
|
Term
|
Definition
|
|
Term
| List the characteristics of services |
|
Definition
| Intangibility, inseparability, variability, and Perishability |
|
|
Term
|
Definition
| You can't touch or see what you are buying so the company tries to use slogans and signs to get their point across. |
|
|
Term
|
Definition
| The service cannot be stored. It happens as it is being manufactured. |
|
|
Term
|
Definition
| You have different people in different environments performing services so each time it will be different |
|
|
Term
|
Definition
| They cannot be stored so fluctuating demand can be an issue |
|
|
Term
| Service Quality Model pg. 419 |
|
Definition
|
|
Term
| Gap between consumer expectation and management perception |
|
Definition
| Management does not correctly perceive what customers want. Mgmt thinks patients want better food when they want faster nursing service. |
|
|
Term
| Gap between management perception and service quality specification |
|
Definition
| Management correctly perceives customer wants but not set a performance standard. Mgmt tells nurses to give faster service but doesn't set standard. |
|
|
Term
| Gap between service-quality specifications and service delivery |
|
Definition
| Employees just not meeting the standard bc of training or unwillingness. |
|
|
Term
| Gap between service delivery and external communication |
|
Definition
| Consumer expectations are affected by statements made by company representatives and ads. |
|
|
Term
| Gap between perceived and expected service. |
|
Definition
| Consumer may misperceive the service quality. |
|
|
Term
| Five determinants of service quality pg. 420 |
|
Definition
| Reliability, Responsiveness, Assurance, Empathy, Tangibles |
|
|
Term
| Ways of organizing for New Product Development |
|
Definition
| Cross-Functional Team (Venture teams, skunkworks, and communities of practice), Crowdsourcing, Stage-Gate systems, |
|
|
Term
| Types of Cross-Functional Teams for organizing New Product Development |
|
Definition
| Venture Teams, Skunkworks, and Communities of Practice |
|
|
Term
|
Definition
| cross-functional groups charged with developing a specific product or business |
|
|
Term
|
Definition
| informal workplaces, like garages, where intrapreneurially teams work to develop a new product. |
|
|
Term
|
Definition
| housed on internal websites where employees from different departments are encouraged to share knowledge and skills with others |
|
|
Term
| Steps of the New Product Development decision process (8) pg. 437 |
|
Definition
1. Idea Generation
2. Idea Screening
3. Concept development and testing
4. Marketing strategy development
5. Business Analysis
6. Product Development
7. Market Testing
8. Commercialization |
|
|
Term
| Ways to generate NPD ideas. |
|
Definition
| Interacting with employees, interacting with outsiders, studying competitors, and adopting creativity techniques |
|
|
Term
| List of creativity techniques |
|
Definition
| Attribute listing, forced relationship, morphological analysis, reverse-assumption analysis, new contexts, and mind mapping |
|
|
Term
|
Definition
| List all the attributes of an object and modify each of them |
|
|
Term
|
Definition
| list several ideas and consider each in relationship with each other. |
|
|
Term
|
Definition
| Start with a problem and then think of dimensions, the medium, and the power source. |
|
|
Term
| Reverse-assumption analysis |
|
Definition
| List all the normal assumptions about an entity and then reverse them |
|
|
Term
|
Definition
| Take familiar processes and put them into new context. |
|
|
Term
|
Definition
| start with an idea and then think of the next idea that comes up and keep going until you get an idea |
|
|
Term
|
Definition
| presenting the product concept o target consumers physically or symbolically and getting their reactions. |
|
|
Term
|
Definition
| a method for deriving the utility values that consumers attach to varying levels of a products attributes. |
|
|
Term
|
Definition
| tests the product within the firm to see how it performs in different applications |
|
|
Term
|
Definition
|
|
Term
| Consumer Adoption Process (5 steps) pg. 454 |
|
Definition
1. Awareness
2. Interest
3. Evaluation
4. Trial
5. Adoption |
|
|
Term
|
Definition
| Innovators, Early Adopters, Early Majority, Late Majority, and Laggards |
|
|
Term
|
Definition
| Opinion leaders 13.5% who search for new tecnologies |
|
|
Term
|
Definition
| Pragmatists who adopt the new technology when its benefits have been proven |
|
|
Term
|
Definition
|
|
Term
|
Definition
| Tradition-bound and resistant |
|
|
Term
| List of pricing objectives(6) |
|
Definition
| Survival, Max. Current Profit, Max. Market Share, Max. Market Skimming, Product-Quality Leadership, Other Objectives |
|
|
Term
|
Definition
| Plagued with overcapacity, intense competition, or changing consumer wants. Just need to make sure pricing covers variable and some fixed costs |
|
|
Term
|
Definition
| Estimate demand and cost with alternative prices and choose the price that produces max. current profit. Demand and cost difficult to estimate. May sacrifice long-run performance. |
|
|
Term
|
Definition
| Higher sales volume leads to lower unit costs and higher long-run profit. Set lowest price. Works when highly price sensitive, low price stimulates growth, costs fall with accumulated production, and low price discourages competitors |
|
|
Term
|
Definition
| Higher prices for new technology. Price starts high and drops over time. Like the iphones |
|
|
Term
| Product-Quality Leadership |
|
Definition
| Turning products into affordable luxuries. |
|
|
Term
| Ways to estimate demand curves |
|
Definition
| Surveys, Price experiments, statistical analysis |
|
|
Term
|
Definition
| price changes have little or no effect |
|
|
Term
|
Definition
| Average costs fall with accumulated production experience based off learning curves. |
|
|
Term
|
Definition
| You find out the price you can charge and then subtract the profit margin you want to end with your target cost. Then you try to get that cost. |
|
|
Term
| List the different pricing methods (7) |
|
Definition
| Markup Pricing, Target-Return Pricing, Perceived-Value Pricing, Value Pricing, EDLP, Going-Rate Pricing, and Auction-Type Pricing |
|
|
Term
|
Definition
| Adding markup to the products cost |
|
|
Term
|
Definition
| Determine price that yields the target rate of return on investment. |
|
|
Term
|
Definition
| Segment all the value it brings and add them all together |
|
|
Term
|
Definition
| Reengineering the company's operations to become a low-cost producer without sacrificing quality. |
|
|
Term
| EDLP (Every Day Low Pricing) |
|
Definition
| Constant low price with little or no price promotion or sales |
|
|
Term
|
Definition
| Prices based on competitors prices |
|
|
Term
|
Definition
| English Auction (Ascending Bids), Dutch Auction (Descending bids), and Sealed-bid auction |
|
|
Term
| Know how to calculate markup pricing, target-return pricing , and break-even volume |
|
Definition
|
|
Term
|
Definition
| Average costs fall with accumulated production experience based off learning curves. |
|
|
Term
|
Definition
| You find out the price you can charge and then subtract the profit margin you want to end with your target cost. Then you try to get that cost. |
|
|
Term
| List the different pricing methods (7) |
|
Definition
| Markup Pricing, Target-Return Pricing, Perceived-Value Pricing, Value Pricing, EDLP, Going-Rate Pricing, and Auction-Type Pricing |
|
|
Term
|
Definition
| Adding markup to the products cost |
|
|
Term
|
Definition
| Determine price that yields the target rate of return on investment. |
|
|
Term
|
Definition
| Segment all the value it brings and add them all together |
|
|
Term
|
Definition
| Reengineering the company's operations to become a low-cost producer without sacrificing quality. |
|
|
Term
| EDLP (Every Day Low Pricing) |
|
Definition
| Constant low price with little or no price promotion or sales |
|
|
Term
|
Definition
| Prices based on competitors prices |
|
|
Term
|
Definition
| English Auction (Ascending Bids), Dutch Auction (Descending bids), and Sealed-bid auction |
|
|
Term
| Know how to calculate markup pricing, target-return pricing , and break-even volume |
|
Definition
|
|
Term
|
Definition
| Manufacturer uses sales force, trade promotion money, or other means to induce intermediaries to carry, promote, and sell the product to end users. |
|
|
Term
|
Definition
| Manufacturer uses advertising, promotion, and other forms of communications to persuade consumers to demand the product from intermediaries, thus inducing them to order the product. |
|
|
Term
|
Definition
| Using two or more marketing channels to reach customer segments in one market area |
|
|
Term
|
Definition
| using multiple channels together to match each target customer's preferred way of doing business. Online and physical stores |
|
|
Term
| Integrated Marketing Channel System |
|
Definition
| Strategies and tactics of selling through one channel reflect the strategies and tactics of selling through other channels. |
|
|
Term
|
Definition
| a system of partnerships and alliances that a firm creates to source, augment, and deliver its offerings. Understand the entire supply chain. |
|
|
Term
|
Definition
| The company first thinks of the target market and then designs the supply chain backwards from that point |
|
|
Term
| What are the channel levels? |
|
Definition
| 0-level, 1-level, 2-level, 3-level |
|
|
Term
| Zero-Level Channel aka Direct marketing Channel |
|
Definition
| manufacturer sells directly to he final customer.Mail order, door-to-door sales |
|
|
Term
|
Definition
| One selling intermediary, like a retailer. |
|
|
Term
|
Definition
| Two intermediaries, a retailer and a wholesaler. |
|
|
Term
|
Definition
| Three intermediaries, Wholesalers sell to jobbers (small wholesalers), who sell to small retailers. |
|
|
Term
|
Definition
|
|
Term
|
Definition
| Severely limits the number of intermediaries. Used when you want to show more knowledgeable and dedicated efforts. New Car Salesman |
|
|
Term
|
Definition
| Only some of the intermediaries willing to carry a particular product. Gain market share with more control and less cost of having too many outlets. |
|
|
Term
|
Definition
| Places goods or services in as many outlets as possible. Snack foods. |
|
|
Term
| List the different sources of channel power (5) |
|
Definition
| Coercive, Reward, Legitimate, Expert, and Referent |
|
|
Term
|
Definition
| Manufacturer threatens to withdraw resource if intermediaries fail to cooperate. |
|
|
Term
|
Definition
| Manufacturer offers intermediaries extra benefit for performing specific acts or functions. (better than coercive) |
|
|
Term
|
Definition
| Manufacturer requests a behavior that is warranted under contract. |
|
|
Term
|
Definition
| Manufacturer has special knowledge the intermediaries value. |
|
|
Term
|
Definition
| Manufacturer is so highly respected that intermediaries are proud to be associated with it. |
|
|
Term
| List Vertical Marketing Systems |
|
Definition
| Corporate, Administered, Contractual, and The New Competition in Retailing. |
|
|
Term
| Conventional marketing channel |
|
Definition
| Independent producer, wholesaler and retailer |
|
|
Term
| Vertical Marketing system |
|
Definition
| Includes the producer, wholesaler, and retailer acting as a unified system. |
|
|
Term
| Corporate Vertical Marketing Systems |
|
Definition
| combines successive stages of production and distribution under single ownership. |
|
|
Term
| Administered Vertical marketing System |
|
Definition
| Coordinates successive stages of production and distribution through the size and power of one of the members. |
|
|
Term
| Contractual Vertical Marketing Systems |
|
Definition
| independent firms at different levels of production and distribution integrating their programs on a contractual basis to obtain economies of scale. |
|
|
Term
| Wholesaler-sponsored voluntary chain |
|
Definition
| Wholesalers organize voluntary chains with retailers to standardize their selling practices and achieve buying economies |
|
|
Term
|
Definition
| Retailers take the initiative and organize a new business entity to carry on wholesaling and maybe production |
|
|
Term
|
Definition
| Links several successive stages in the production distribution process. |
|
|
Term
| What are the three types of retailers? |
|
Definition
| Store, Nonstore, and Corporate Retailing and Franchising |
|
|
Term
| What are the four levels of service for store retailers? |
|
Definition
| Self-service, Self-Selection, Limited Service, and Full Service. |
|
|
Term
| The Four major categories of nonstore retailing |
|
Definition
| Direct marketing (telemarketing), Direct Selling (Avon), Automatic Vending (Soft drinks), and Buying Service (when corporations buy supplier and negotiate discounts). |
|
|
Term
| What types of marketing decisions need to be made? (10) |
|
Definition
| Target Market, Channels, Product Assortment, Procurement, Prices, Services, Store Atmosphere, Store Activities and Expereinces, Communication and Location |
|
|
Term
|
Definition
| Who are your core customers? |
|
|
Term
|
Definition
| What channels to use to reach customers. (brick-and-mortar, internet, virtual malls) |
|
|
Term
|
Definition
| This much match consumers shopping expectations in breadth and depth. |
|
|
Term
|
Definition
| Merchandise sources, policies, and practices. |
|
|
Term
|
Definition
| High markup low volume or low markup high volume. |
|
|
Term
|
Definition
| a brand that retailers and wholesalers develop. |
|
|
Term
| Difference between Private Label and Generics |
|
Definition
| Generics are unbranded, plainly packages, and less expensive versions of common products like paper towels and spaghetti |
|
|
Term
|
Definition
| what super markets charge for shelf space when accepting a new brand to cover cost of listing and stocking it |
|
|
Term
|
Definition
| Selling goods or services to those who buy for resale or business use. |
|
|
Term
|
Definition
| Merchant, Full-Service, Limited-Service, Brokers and Agents, Manufacturers and retailer's branches and offices, and Specialized wholesalers |
|
|
Term
|
Definition
| Independent businesses that take title of the merchandise they handle. |
|
|
Term
|
Definition
| Carry stock, maintain sales force, offer credit, make deliveries, provide management assisstance |
|
|
Term
| Limited-Service Wholesalers |
|
Definition
| cash and carry wholesalers sell a limited line of fast-moving goods. |
|
|
Term
|
Definition
| Facilitate buying and selling for commission. |
|
|
Term
| Manufacturers and retailers branches and offices |
|
Definition
| Wholesaling conducted by sellers or buyers themselves. |
|
|
Term
| What are the 8 major modes of communication that make up the marketing communications mix? |
|
Definition
1. Advertising
2. Sales Promotion
3. Events and Experiences
4. Public Relations and Publicity
5. Online and social media marketing
6. Mobile marketing
7. Direct and database marketing
8. Personal Selling |
|
|
Term
| Macromodel of the Communications Process |
|
Definition
| Senders encode a message into media that is then decoded by the receiver who responses to the message and give feedback. All the while, noise may distort any one of these steps. pg. 563 |
|
|
Term
| Micromodel of the Consumer Responses |
|
Definition
| Four classic response models that concentrate on how consumer specific responses.Buyer passes through cognitive, effective, and behavioral stages in that order. Learn, Feel, Do |
|
|
Term
| AIDA Model of micromodel consumer response |
|
Definition
| Company needs to determine what its target market knows about it and what its goals are. Then it selects if it wants them to be aware, knowledgeable, liking, preference, conviction, or purchasing behavior. |
|
|
Term
| List the communication objectives |
|
Definition
| establish need for category, build brand awareness, build brand attitude, and influence brand purchase intention |
|
|
Term
| Establish need for category objective |
|
Definition
| Establish the product as satisfying a discrepancy between a current and desired motivational state. |
|
|
Term
| Build brand awareness objective |
|
Definition
| Foster consumers ability to recognize the brand enough to make a purchase. |
|
|
Term
| Build brand attitude objective |
|
Definition
| Help consumers evaluate the brand's ability to meet a need. |
|
|
Term
| Influence brand purchase intention objective |
|
Definition
| moving consumers to decide to purchase the brand or take purchase related action. |
|
|
Term
| Two types of creative strategies |
|
Definition
| Informational and transformational |
|
|
Term
|
Definition
| elaborates on product or service attributes or benefits. (what a product does) |
|
|
Term
|
Definition
| Elaborate on a nonproduct-related benefit or image. (what kind of people use a product) |
|
|
Term
| Message source attributes (3) |
|
Definition
| Expertise, trustworthiness, and likability |
|
|
Term
|
Definition
| specialized knowledge the communicator possesses to back the claim |
|
|
Term
|
Definition
| How objective and honest the source is perceived to be |
|
|
Term
|
Definition
| Describes the source's attractiveness. |
|
|
Term
| Methods for establishing a communications budget (5) |
|
Definition
| Affordable method, percentage-of-sales method, competitive-parity method, and objective-and-task method. |
|
|
Term
| Competitive-parity method for communication budgeting |
|
Definition
| setting budget based on competitors to have an equal voice |
|
|
Term
| Objective-and-task method of communication budgeting |
|
Definition
| Marketers develop communications budgets by defining specific objectives, identifying the tasks needed to reach those objectives, and then estimating the cost of each task. |
|
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Term
| List the different advertising objectives (4) |
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Definition
| Informative, persuasive, reminder, and reinforcement. |
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Term
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Definition
| aims to create brand awareness and knowledge. |
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Term
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Definition
| Aims to create liking, prefernce, convistion, and purchase of a product. |
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Term
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Definition
| Aims to stimulate repeat purchase of products and services. |
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Term
| Reinforcement Advertising |
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Definition
| Aims to convince current purchases they made the right choice. |
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Term
| Benefits of Television Ads |
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Definition
| most powerful, reaches broad spectrum at low cost. Benefit of imagery too. |
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Term
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Definition
| Consumed at the readers own pace. More detailed product information. Hard to show dynamic presentations. |
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Term
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Definition
| Very flexible. easy to target specific audience. |
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Term
| Three decisions when choosing media |
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Definition
| Reach, Frequency, and Impact |
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Term
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Definition
| Finding the most cost-effective media to deliver a desired number and type of exposures to the target audience. |
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Term
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Definition
| number of different persons exposed to a media schedule at least once during a time period. |
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Term
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Definition
| Number of times within a period of time an average person is exposed to media |
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Term
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Definition
| Qualitative value of an exposure through given medium. |
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Term
| Advantages and disadvantages of media types |
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Definition
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Term
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Definition
| Retailers buy a greater quantity during the deal period than they need |
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Term
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Definition
| Retailers buying more than needed in a region where the manufacturer offers a deal and then shipping surplus to other stores. |
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Term
| Types of Consumer Promotion tools (13) table on 602 |
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Definition
| Samples, Coupons, cash refund offers, price packs, premiums, frequency programs, prizes, patronage awards, free trials, product warranties, tie-in promotions, cross-promotions, point-of-purchase displays and demonstrations |
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Term
| List online marketing options (4) |
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Definition
| Web sites, search ads, display ads, and e-mail. |
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Term
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Definition
| Online word of mouth or "mouse" that encourages consumers to pass along company-developed products and services. |
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Term
| How to develop effective mobile marketing programs? |
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Definition
| Ad should only cover 50% of screen, brands should limit ads to a pair of phrases or taglines, put the logo in the corner, 1-2 bright colors but no more or less |
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Term
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Definition
| use of consumer-direct channels to reach and deliver goods to customers without using marketing middlemen. (catalogs and telemarketing) |
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Term
| Types of direct marketing |
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Definition
| Direct mail, Catalog marketing, Telemarketing and Infomercials |
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Term
| Ethical issues in direct marketing |
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Definition
| Irritation (hard selling), Unfairness (take advantage of vulnerable), deception and fraud (lying about price or attribute), invasion of privacy (person info added to database) |
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Term
| Types of Sales Representatives (6) |
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Definition
| Deliverer, Order taker, missionary (build goodwill not sell), technician, demand creator, solution vendor. |
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