Term
|
Definition
| the activities that are involved in getting the right product to consumers at the right time, at the right place, at the lowest cost |
|
|
Term
|
Definition
| the whole group of firms that are engaged in the logistics activities |
|
|
Term
|
Definition
UPS, FedEx
delivery at a specific time to a specific place |
|
|
Term
|
Definition
advertising
sales promotion
PR
personal selling
direct marketing |
|
|
Term
| intermodal transportation |
|
Definition
| using efficient modes of transportation to get goods from A to B |
|
|
Term
|
Definition
| consists of individuals and firms involved in the process of making a product or service available for use or consumption by consumers or industrial users |
|
|
Term
|
Definition
| buying, selling, and risk taking by intermediaries |
|
|
Term
|
Definition
| assorting, storing, sorting, transporting of products by intermediaries |
|
|
Term
|
Definition
| financing, grading, marketing information and research by intermediaries |
|
|
Term
|
Definition
| no intermediaries between ultimate consumer and producer |
|
|
Term
|
Definition
| there are one to many intermediaries between ultimate consumer and producer |
|
|
Term
|
Definition
| performs a variety of marketing channel functions including selling stocking delivering a full product assortment and financing |
|
|
Term
| electronic marketing channels |
|
Definition
|
|
Term
| direct marketing channels |
|
Definition
| allow consumers to buy products by interacting with various advertising media without a face-to-face meeting with a sales person |
|
|
Term
|
Definition
| the blending of different communication and delivery channels that are mutually reinforcing in attracting, retaining, and building relationships with consumers who shop and buy in traditional intermediaries and online |
|
|
Term
|
Definition
| an arrangement whereby a firm reaches different buyers by employing two or more different types of channels for the same basic product |
|
|
Term
| strategic channel alliances |
|
Definition
| one firm's marketing channel is used to sell another firm's product |
|
|
Term
|
Definition
| independently owned firms that take title to the merchandise they handle |
|
|
Term
|
Definition
| work for several producers and carry noncompetitive, complementary merchandise in an exclusive territory |
|
|
Term
|
Definition
| represent a single producer and are responsible for the entire marketing function of that producer |
|
|
Term
|
Definition
| independent firms or individuals whose principal function is to bring buyers and sellers together to make sales like in real estate |
|
|
Term
|
Definition
| a contractual arrangement between a parent company and an individual or firm that allows the franchisee to operate a certain type of business under an established name and according to specific rules |
|
|
Term
| vertical marketing systems |
|
Definition
| professionally managed and centrally coordinated marketing channels designed to achieve channel economies and maximum marketing impact |
|
|
Term
|
Definition
| a firm tries to place its products and services in as many outlets as possible |
|
|
Term
|
Definition
| the extreme opposite of intensive distribution because only one retailer in a specified geographical area carries a firms products |
|
|
Term
|
Definition
| arises when one channel member believes the other channel member is engaged in behavior that prevents it from achieving its goals |
|
|
Term
|
Definition
| conflict arises when a channel member bypasses another member and sells or buys products direct (vertical conflict) |
|
|
Term
|
Definition
| a channel member that coordinates directs and supports other channel members. (Proctor and Gamble) |
|
|
Term
|
Definition
| the ability of logistics management to satisfy users in terms of time, dependability, communication, and convenience |
|
|
Term
| electronic data interchange |
|
Definition
| combines proprietary computer and telecommunication technologies to exchange electronic invoices, payments, and information among suppliers, manufacturers, and retailers |
|
|
Term
|
Definition
| includes expenses associated with transportation, materials handling and warehousing, inventory, stockouts (being out of inventory), order processing, and return goods handling |
|
|
Term
|
Definition
| an item, which means the lag from ordering an item until it is received and ready to use for sale |
|
|
Term
quick response or efficient consumer response |
|
Definition
| makes the process of reordering and receiving products as simple as possible because it is constantly updating the system, reduces lead time |
|
|
Term
| Third Party logistics providers |
|
Definition
|
|
Term
| vendor-managed inventory (VMI) |
|
Definition
| an inventory managment system whereby the supplier determines the product amount and assortment a customer needs and automatically delivers the appropriate items. (like retailers) |
|
|
Term
|
Definition
a process of reclaiming recyclable and reusable materials, returns, and reworks from the point of consumption or use for repair, remanufacturing, redistribution or disposal
|
|
|
Term
|
Definition
communication tools to
- inform prospective buyers about the benefits of the product
- persuade them to try it
- remind them later about the benefits they enjoyed by using the product in the past
|
|
|
Term
| integrated marketing communications (IMC) |
|
Definition
| the concept of designing marketing activities-advertising, personal selling, sales promotion, PR, and direct marketing to provide a consisten message across all audiences |
|
|
Term
|
Definition
| a similar understanding and knowledge that the sender and receiver have and apply to a message (promotion) |
|
|
Term
|
Definition
| the impact the message had on the receivers knowledge attitudes and behaviors |
|
|
Term
|
Definition
| the sender's interpretation of the response and determines whether the message was interpreted correctly or DECODED |
|
|
Term
|
Definition
| extraneous factors that can work against effective communication by distorting a message or the feedback received. |
|
|
Term
|
Definition
| any paid form of nonpersonal communication about an organization, good, service or idea by an identified sponsor |
|
|
Term
|
Definition
| the two-way flow of communication between a buyer and seller designed to influence a person's or group's purchase decision |
|
|
Term
|
Definition
| a form of communication managment that seeks to influence the feelings, opinions, or beliefs held by customers, prospective customers, stockholders, suppliers, employees, and other publics about a company and its products or services. |
|
|
Term
|
Definition
| a short-term inducemnt of value offered to arouse interest in buying good or service |
|
|
Term
|
Definition
direct communication with consumers to generate a response in the form of an order, a request for further information, or a visit to a retail outlet
telemarketing |
|
|
Term
|
Definition
directing the promotional mix to channe members to gain their cooperation in ordering and stocking the product.
-push product from manufacturer to consumer
-i.e. car sales |
|
|
Term
|
Definition
directing the promotional mix at ultimate consumers to encourage them to ask the retailer for the product.
- product is pulled through the supply chain through consumer demand |
|
|
Term
|
Definition
- Awareness
- Interest
- Evaluation
- Trial
- Adoption
|
|
|
Term
| percentage of sales promotion |
|
Definition
| funds are allocated to promotion as a percentage of past or anticipated sales |
|
|
Term
| competitive parity budgeting |
|
Definition
| matching the competitor's absolute level of spending or the proportion per point of market share |
|
|
Term
| all you can afford budgeting |
|
Definition
| money is allocated to promotion only after all other budget items are covered |
|
|
Term
| objective and task budgeting |
|
Definition
a company
- determines its promotion objectives
- outlines the tasks to accomplish these objectives
- determines the promotion cost of performing these tasks
|
|
|
Term
|
Definition
| the result of offeres that contain all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction |
|
|
Term
|
Definition
| the result of an offer designed to generate interest in a product or service and a request for additional information. |
|
|
Term
|
Definition
| the outcome of an offer designed to motivate people to visit a business |
|
|
Term
|
Definition
three forms
- pioneering/informational
- competitive/persuasive
- reminder
|
|
|
Term
| institutional advertisments |
|
Definition
advertise a company as a whole not just one product
- advocacy
- pioneering/informational
- competitive/persuasive
- reminder
|
|
|
Term
| common advertising appeals |
|
Definition
|
|
Term
|
Definition
| the number of different people or household exposd to an advertisement |
|
|
Term
|
Definition
| the percentage of households in a market that are tuned to a particular TV show or radio station |
|
|
Term
|
Definition
| the average number of times a person in the target audience is exposed to a message or advertisement |
|
|
Term
| gross rating points (GRPs) |
|
Definition
reach (expressed as a percentage of the total market) x frequency
or just,
reach * frequency |
|
|
Term
|
Definition
| the cost of reaching 1000 individuals or households with the advertising message in a given medium |
|
|
Term
|
Definition
| program-length (30 minute) advertisements that take an educational approach to communication with potential customers |
|
|
Term
|
Definition
| tests conducted before the ads are placed in any medium to determine whether the advertisment communicates the intended message of to select among alternative versions of the advertisement |
|
|
Term
|
Definition
| does research, selects media, develops copy, and produces artwork; also coordinates integrated campaigns with all marketing efforts |
|
|
Term
| Limited-service (specialty) agency |
|
Definition
| specializes in one aspect of creative process; usually providescreative production work; buys previously unpurchased media space |
|
|
Term
|
Definition
| provides range of services, depending on company needs |
|
|
Term
|
Definition
evaluates whether the target audience received the right message from the ad.
5 common forms
- aided recall
- unaided recall
- attitude tests
- inquiry tests
- sales tests
|
|
|
Term
| consumer-oriented sales promotion |
|
Definition
| sales tools used to support a company's advertising and personal selling. Include coupons, deals, premiums, sweepstakes, samples, loyalty programs, point of purchase displays, rebates and product placement |
|
|
Term
|
Definition
involve the use of a brand-name product in a movie, television show, video game, or commercial for another product
|
|
|
Term
| Trade-oriented sales promotions |
|
Definition
sales tools used to support a company's advertising and personal selling directed to wholesalers, retailers, or distributors
- allowances and discounts
- cooperative advertising
- training of distributors' salesforces
|
|
|
Term
|
Definition
| a manufacturer pays a percentage of the retailer's local advertising expense for advertising the manufacturer's products |
|
|
Term
|
Definition
| news release, news conference, public service announcements, incure no direct cost |
|
|
Term
| continuous (steady) schedule |
|
Definition
when seasonal factors are unimportant, advertising is run at a continuous or steady schedule throughout the year
i.e. cereal |
|
|
Term
| Flighting (intermittent) schedule |
|
Definition
| periods of advertising are scheduled between periods of no advertising to reflect seasonal demand |
|
|
Term
|
Definition
| a flighting schedule is combined with a continuous schedule because o fincreases in demand, heavy periods of promotion, or introduction of a new product |
|
|
