Term
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Definition
| the way a good or service gets from manufacturer to consumer |
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Term
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Definition
| agent, wholesaler, and retailer, step between the producer and the ultimate consumer |
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Term
| 3 vertical marketing systems |
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Definition
1. corporate=ownership
2. contractual=legal
3. administered=power |
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Term
| electronic marketing channel |
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Definition
| using internet to make goods available |
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Term
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Definition
| catalogs, mail-ins, QVC, infomercials |
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Term
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Definition
| blend communication and delivery channels (physical store and online presence) |
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Term
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Definition
| using different channels to reach different buyers |
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Term
| strategic channel alliance |
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Definition
| joining with another company and using their distribution |
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Term
| 4 ways to manage the marketing channel |
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Definition
1. choose type/# of channels
2. choose partners
3. negotiate terms
4. communicate |
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Term
| 5 things that go into channel choice |
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Definition
1. environmental factors
2. consumer factors
3. product factors
4. company factors
5. distribution strategy |
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Term
| 3 different distribution strategies |
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Definition
1. intensive=everywhere
2. exclusive=one geographic region
3. selective=middle grouped |
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Term
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Definition
| managing the flow of materials we need to produce a product and then the delivery of the product to the consumer or retailer |
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Term
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Definition
| working with those people/organizations that supply our raw materials, deliver our merchandise to retailers, and sell our product to consumers |
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Term
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Definition
1. store
2. catalog
3. web
4. vending machine
5. sales person
6. telemarketer |
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Term
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Definition
1. independent
2. corporate chain
3. contractual |
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Term
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Definition
1. self-service
2. limited service
3. full service |
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Term
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Definition
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Term
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Definition
| what is exchanged=money, barter, trading |
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Term
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Definition
| literally increase benefit, but maintain price or decrease price |
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Term
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Definition
1. identify objectives and constraints
2. estimate demand and revenue
3. determine relationship between cost, volume and profit
4. select an approximate price level
5. set the list price
6. make or offer adjustments |
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Term
| 4 general pricing approaches |
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Definition
1. demand-oriented
2. cost-oriented
3. profit-oriented
4. competition-oriented |
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Term
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Definition
| start with a high price when the first of something comes out |
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Term
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Definition
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Term
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Definition
| status conscious pricing, price high to add cache |
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Term
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Definition
| different prices to attract different customers |
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Term
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Definition
| price below a round, even number |
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Term
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Definition
| put multiple products together |
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Term
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Definition
| price based on time when booked, season |
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Term
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Definition
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Term
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Definition
| add percentage to company cost, used by retailers |
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Term
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Definition
| add amount instead of percentage |
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Term
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Definition
| costs go down, price goes down |
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Term
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Definition
| (unit price x quantity sold)-(fixed costs+[variable costs x quantity]) |
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Term
| target return on sales equation |
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Definition
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Term
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Definition
| matching current competitors prices |
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Term
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Definition
| lose money, get people into store, used by retailers |
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Term
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Definition
| product groupings broadly defined |
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Term
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Definition
| product groupings narrowly defined |
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Term
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Definition
| flatter line, sensitive, e>1 |
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Term
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Definition
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Term
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Definition
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Term
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Definition
| change in total revenue/change in quantity |
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Term
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Definition
| any paid form of non-personal communication about an organization, good, service, or idea |
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Term
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Definition
| anything out of the home, like on a bus |
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Term
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Definition
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Term
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Definition
| short-term inducement of value offered to arouse interest in buying a good or service |
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Term
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Definition
| uses direct communication with consumers to generate a response in the form of an order, a request for further info |
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Term
| 5 levels of hierarchy of effects |
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Definition
1. awareness
2. interest
3. evaluation
4. trial
5. adoption |
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Term
| 3 types of product advertising |
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Definition
1. pioneering=informing about new product
2. competitive=persuade
3. reminder |
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Term
| 4 types of institutional advertising |
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Definition
1. advocacy-companies state a position
2. pioneering-inform about new name
3. competitive-promote product class
4. reminder-remind about company |
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Term
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Definition
| # of households or individuals exposed to our ad |
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Term
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Definition
| % of households tuned into tv or radio station |
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Term
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Definition
| average number of times someone is exposed to an ad |
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Definition
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