Reading...
Play button
Play button
Use LEFT and RIGHT arrow keys to navigate between flashcards;
Use UP and DOWN arrow keys to flip the card;
H to show hint;
A reads text to speech;
270 Cards in this Set
- Front
- Back
- 3rd side (hint)
|
Accumulating
|
collecting products from many small producers.
|
|
|
|
Administered channel systems
|
various channel members informally agree to cooperate with each other.
|
|
|
|
Assorting
|
putting together a variety of products to give a target market what it wants.
|
|
|
|
Bulk-breaking
|
dividing larger quantities into smaller quantities as products get closer to the final market.
|
|
|
|
Channel captain
|
a manager who helps direct the activities of a whole channel and tries to avoid--or solve--channel conflicts.
|
|
|
|
Channel of distribution
|
any series of firms or individuals who participate in the flow of products from producer to final user or consumer.
|
|
|
|
Contractual channel systems
|
various channel members agree by contract to cooperate with each other.
|
|
|
|
Direct marketing
|
direct communication between a seller and an individual customer using a promotion method other than face-to-face personal selling.
|
|
|
|
Discrepancy of assortment
|
the difference between the lines a typical producer makes and the assortment final consumers or users want.
|
|
|
|
Discrepancy of quantity
|
the difference between the quantity of products it is economical for a producer to make and the quantity final users or consumers normally want.
|
|
|
|
Dual distribution
|
when a producer uses several competing channels to reach the same target market--perhaps using several middlemen in addition to selling directly (sometimes call multichannel distribution).
|
|
|
|
Exclusive distribution
|
selling through only one middleman in a particular geographic area.
|
|
|
|
Ideal market exposure
|
when a product is available widely enough to satisfy target customers' needs but not exceed them.
|
|
|
|
Intensive distribution
|
selling a product through all responsible and suitable wholesalers or retailers who will stock and/or sell the product.
|
|
|
|
Multichannel distribution
|
when a producer uses several competing channels to reach the same target market--perhaps using several middlemen in addition to selling directly (sometimes called dual distribution).
|
|
|
|
Place
|
making goods and services available in the right quantities and locations--when customers want them.
|
|
|
|
Regrouping activities
|
adjusting the quantities and/or assortments of products handled at each level in a channel of distribution.
|
|
|
|
Reverse channels
|
channels used to retrieve products that customers no longer want.
|
|
|
|
Selective distribution
|
selling through only those middlemen who will give the product special attention.
|
|
|
|
Sorting
|
separating products into grades and qualities desired by different target markets.
|
|
|
|
Traditional channel systems
|
a channel in which the various channel members make little or no effort to cooperate with each other.
|
|
|
|
Vertical integration
|
acquiring firms at different levels of channel activity.
|
|
|
|
Vertical marketing systems
|
channel systems in which the whole channel focuses on the same target market at the end of the channel.
|
|
|
|
Chain of supply
|
the complete set of firms and facilities and logistics activities that are involved in procuring materials, transforming them into intermediate and finished products, and distributing them to customers.
|
|
|
|
Containerization
|
grouping individual items into an economical shipping quantity and sealing them in protective containers for transit to the final destination.
|
|
|
|
Customer service level
|
how rapidly and dependably a firm can deliver what customers want.
|
|
|
|
Distribution center
|
a special kind of warehouse designed to speed the flow of goods and avoid unnecessary storing costs.
|
|
|
|
Electronic data interchange (EDI)
|
an approach that puts information in a standardized format easily shared between different computer systems.
|
|
|
|
Freight forwarders
|
transportation wholesalers who combine the small shipments of many shippers into more economical shipping quantities.
|
|
|
|
Inventory
|
the amount of goods being stored.
|
|
|
|
Logistics
|
the transporting, storing, and handling of goods to match target customers' needs with a firm's marketing mix--both within individual firms and along a channel of distribution (i.e., another name for physical distribution).
|
|
|
|
Physical distribution (PD)
|
the transporting, storing, and handling of goods to match target customers' needs with a firm's marketing mix--both within individual firms and along a channel of distribution.
|
|
|
|
Physical distribution (PD) concept
|
all transporting, storing, and product-handling activities of a business and a whole channel system should be coordinated as one system which seeks to minimize the cost of distribution for a given customer service level.
|
|
|
|
Piggyback service
|
loading truck trailers or flat-bed trailers carrying containers on railcars to provide both speed and flexibility.
|
|
|
|
Private warehouses
|
storing facilities owned or leased by companies for their own use.
|
|
|
|
Public warehouses
|
independent storing facilities.
|
|
|
|
Storing
|
the marketing function of holding goods.
|
|
|
|
Total cost approach
|
evaluating each possible PD system and identifying all of the costs of each alternative.
|
|
|
|
Transporting
|
the marketing function of moving goods.
|
|
|
|
Agent middlemen
|
wholesalers who do not own (take title to) the products they sell.
|
|
|
|
Auction companies
|
agent middlemen who provide a place where buyers and sellers can come together and complete a transaction.
|
|
|
|
Automatic vending
|
selling and delivering products through vending machines.
|
|
|
|
Brokers
|
agent middlemen who specialize in bringing buyers and sellers together.
|
|
|
|
Cash-and-carry wholesalers
|
like service wholesalers, except that the customer must pay cash.
|
|
|
|
Catalog wholesalers
|
sell out of catalogs that may be distributed widely to smaller industrial customers or retailers who might not be called on by other middlemen.
|
|
|
|
Combination export manager
|
a blend of manufacturers' agent and selling agent--handling the entire export function for several producers of similar but noncompeting lines.
|
|
|
|
Convenience (food) stores
|
a convenience-oriented variation of the conventional limited-line food stores.
|
|
|
|
Cooperative chains
|
retailer-sponsored groups, formed by independent retailers, to run their own buying organizations and conduct joint promotion efforts.
|
|
|
|
Corporate chain
|
a firm that owns and manages more than one store--and often it's many.
|
|
|
|
Department stores
|
larger stores that are organized into many separate departments and offer many product lines.
|
|
|
|
Discount houses
|
stores that sell hard goods (cameras, TVs, appliances) at substantial price cuts to customers who go to discounter's low-rent store, pay cash, and take care of any service or repair problems themselves.
|
|
|
|
Door-to-door selling
|
going directly to the consumer's home.
|
|
|
|
Drop-shippers
|
wholesalers who own (take title to) the products they sell--but do not actually handle, stock, or deliver them.
|
|
|
|
Export agents
|
manufacturers' agents who specialize in export trade.
|
|
|
|
Export brokers
|
brokers who specialize in bringing together buyers and sellers from different countries.
|
|
|
|
Franchise operation
|
a franchisor develops a good marketing strategy, and the retail franchise holders carry out the strategy in their own units.
|
|
|
|
General merchandise wholesalers
|
service wholesalers who carry a wide variety of nonperishable items such as hardware, electrical supplies, furniture, drugs, cosmetics, and automobile equipment.
|
|
|
|
General stores
|
early retailers who carried anything they could sell in reasonable volume.
|
|
|
|
Import agents
|
manufacturers' agents who specialize in import trade.
|
|
|
|
Import brokers
|
brokers who specialize in bringing together buyers and sellers from different countries.
|
|
|
|
Limited-function wholesalers
|
merchant wholesalers who provide only some wholesaling functions.
|
|
|
|
Limited-line stores
|
stores that specialize in certain lines of related products rather than a wide assortment--sometimes called single-line stores.
|
|
|
|
Manufacturers' agents
|
agent middlemen who sell similar products for several noncompeting producers for a commission on what is actually sold.
|
|
|
|
Manufacturers' sales branches
|
separate warehouses that producers set up away from their factories.
|
|
|
|
Mass-merchandisers
|
large, self-service stores with many departments that emphasize soft goods (housewares, clothing, and fabrics) and staples (like health and beauty aids) and selling on lower margins to get faster turnover.
|
|
|
|
Mass-merchandising concept
|
the idea that retailers should offer low prices to get faster turnover and greater sales volume by appealing to larger numbers.
|
|
|
|
Merchant wholesalers
|
wholesalers who own (take title to) the products they sell.
|
|
|
|
Rack jobbers
|
merchant wholesalers who specialize in hard-to-handle assortments of products that a retailer doesn't want to manage--and they often display the products on their own wire racks.
|
|
|
|
Retailing
|
all of the activities involved in the sale of products to final consumers.
|
|
|
|
Scrambled merchandising
|
retailers carrying any product lines that they think they can sell profitably.
|
|
|
|
Selling agents
|
agent middlemen who take over the whole marketing job of producers--not just the selling function.
|
|
|
|
Service wholesalers
|
merchant wholesalers who provide all the wholesaling functions.
|
|
|
|
Single-line (or general-line) wholesalers
|
service wholesalers who carry a narrower line of merchandise than general merchandise wholesalers.
|
|
|
|
Single-line stores
|
stores that specialize in certain lines of related products rather than a wide assortment--sometimes called limited-line stores.
|
|
|
|
Specialty shop
|
a type of conventional limited-line store--usually small and with a distinct personality.
|
|
|
|
Specialty wholesalers
|
service wholesalers who carry a very narrow range of products and offer more information and service than other service wholesalers.
|
|
|
|
Supercenters
|
very large stores that try to carry not only foods and drug items, but all goods and services that the consumer purchases routinely (also called hypermarkets).
|
|
|
|
Supermarkets
|
large stores specializing in groceries--with self-service and wide assortments.
|
|
|
|
Telephone and direct-mail retailing
|
allows consumers to shop at home--usually placing orders by mail or a toll-free long distance telephone call and charging the purchase to a credit card.
|
|
|
|
Truck wholesalers
|
wholesalers who specialize in delivering products that they stock in their own trucks.
|
|
|
|
Voluntary chains
|
wholesaler-sponsored groups that work with independent retailers.
|
|
|
|
Wheel of retailing theory
|
new types of retailers enter the market as low-status, low-margin, low-price operators and then--if successful--evolve into more conventional retailers offering more services with higher operating costs and higher prices.
|
|
|
|
Wholesalers
|
firms whose main function is providing wholesaling activities.
|
|
|
|
Wholesaling
|
the activities of those persons or establishments that sell to retailers and other merchants, and/or to industrial, institutional, and commercial users, but who do not sell in large amounts to final consumers.
|
|
|
|
Adoption curve
|
shows when different groups accept ideas.
|
|
|
|
Advertising
|
any paid form of nonpersonal presentation of ideas, goods, or services by an identified sponsor.
|
|
|
|
Advertising managers
|
managers of their company's mass selling effort in television, newspapers, magazines, and other media.
|
|
|
|
AIDA model
|
consists of four promotion jobs--(1) to get Attention, (2) to hold Interest, (3) to arouse Desire, and (4) to obtain Action.
|
|
|
|
Communication process
|
a source trying to reach a receiver with a message.
|
|
|
|
Decoding
|
the receiver in the communication process translating the message.
|
|
|
|
Early adopters
|
the second group in the adoption curve to adopt a new product; these people are usually well-respected by their peers and often are opinion leaders.
|
|
|
|
Early majority
|
a group in the adoption curve that avoids risk and waits to consider a new idea until many early adopters try it--and like it.
|
|
|
|
Encoding
|
the source in the communication process deciding what it wants to say and translating it into words or symbols that will have the same meaning to the receiver.
|
|
|
|
Innovators
|
the first group to adopt new products.
|
|
|
|
Integrated marketing communications
|
the intentional coordination of every communication from a firm to a target customer to convey a consistent and complete message.
|
|
|
|
Laggards
|
prefer to do things the way they have been done in the past and are very suspicious of new ideas--sometimes called nonadopters--see adoption curve.
|
|
|
|
Late majority
|
a group of adopters who are cautious about new ideas--see adoption curve.
|
|
|
|
Mass selling
|
communicating with large numbers of potential customers at the same time.
|
|
|
|
Message channel
|
the carrier of the message.
|
|
|
|
Noise
|
any distraction that reduces the effectiveness of the communication process.
|
|
|
|
Nonadopters
|
prefer to do things the way they have been done in the past and are very suspicious of new ideas--sometimes called laggards--see adoption curve.
|
|
|
|
Personal selling
|
direct spoken communication between sellers and potential customers, usually in person but sometimes over the telephone or via a video conference over the Internet.
|
|
|
|
Primary demand
|
demand for the general product idea, not just the company's own brand.
|
|
|
|
Promotion
|
communicating information between seller and potential buyer or others in the channel to influence attitudes and behavior.
|
|
|
|
Public relations
|
communication with noncustomers--including labor, public interest groups, stockholders, and the government.
|
|
|
|
Publicity
|
any unpaid form of nonpersonal presentation of ideas, goods, or services.
|
|
|
|
Pulling
|
using promotion to get consumers to ask middlemen for the product.
|
|
|
|
Pushing
|
using normal promotion effort--personal selling, advertising, and sales promotion--to help sell the whole marketing mix to possible channel members.
|
|
|
|
Receiver
|
the target of a message in the communication process, usually a potential customer.
|
|
|
|
Sales managers
|
managers concerned with managing personal selling.
|
|
|
|
Sales promotion
|
those promotion activities--other than advertising, publicity, and personal selling--that stimulate interest, trial, or purchase by final customers or others in the channel.
|
|
|
|
Sales promotion managers
|
managers of their company's sales promotion effort.
|
|
|
|
Selective demand
|
demand for a company's own brand rather than a product category.
|
|
|
|
Source
|
the sender of a message.
|
|
|
|
Task method
|
an approach to developing a budget--basing the budget on the job to be done.
|
|
|
|
Basic sales tasks
|
order-getting, order- taking, and supporting.
|
|
|
|
Close
|
the salesperson's request for an order.
|
|
|
|
Consultative selling approach
|
a type of sales presentation in which the salesperson develops a good understanding of the individual customer's needs before trying to close the sale.
|
|
|
|
Job description
|
a written statement of what a salesperson is expected to do.
|
|
|
|
Major accounts sales force
|
salespeople who sell directly to large accounts such as major retail chain stores.
|
|
|
|
Missionary salespeople
|
supporting salespeople who work for producers by calling on their middlemen and their customers.
|
|
|
|
Order getters
|
salespeople concerned with establishing relationships with new customers and developing new business.
|
|
|
|
Order takers
|
salespeople who sell to regular or established customers, complete most sales transactions, and maintain relationships with their customers.
|
|
|
|
Order-getting
|
seeking possible buyers with a well-organized sales presentation designed to sell a product, service, or idea.
|
|
|
|
Order-taking
|
the routine completion of sales made regularly to target customers.
|
|
|
|
Prepared sales presentation
|
a memorized presentation that is not adapted to each individual customer.
|
|
|
|
Prospecting
|
following all the leads in the target market to identify potential customers.
|
|
|
|
Sales presentation
|
a salesperson's effort to make a sale or address a customer's problem.
|
|
|
|
Sales quota
|
the specific sales or profit objective a salesperson is expected to achieve.
|
|
|
|
Sales territory
|
a geographic area that is the responsibility of one salesperson or several working together.
|
|
|
|
Selling formula approach
|
a sales presentation that starts with a prepared presentation outline--much like the prepared approach--and leads the customer through some logical steps to a final close.
|
|
|
|
Supporting salespeople
|
salespeople who help the order-oriented salespeople--but don't try to get orders themselves.
|
|
|
|
Team selling
|
different sales reps working together on a specific account.
|
|
|
|
Technical specialists
|
supporting salespeople who provide technical assistance to order-oriented salespeople.
|
|
|
|
Telemarketing
|
using the telephone to call on customers or prospects.
|
|
|
|
Accumulating
|
collecting products from many small producers.
|
11
|
|
|
Administered channel systems
|
various channel members informally agree to cooperate with each other.
|
11
|
|
|
Assorting
|
putting together a variety of products to give a target market what it wants.
|
11
|
|
|
Bulk-breaking
|
dividing larger quantities into smaller quantities as products get closer to the final market.
|
11
|
|
|
Channel captain
|
a manager who helps direct the activities of a whole channel and tries to avoid--or solve--channel conflicts.
|
11
|
|
|
Channel of distribution
|
any series of firms or individuals who participate in the flow of products from producer to final user or consumer.
|
11
|
|
|
Contractual channel systems
|
various channel members agree by contract to cooperate with each other.
|
11
|
|
|
Direct marketing
|
direct communication between a seller and an individual customer using a promotion method other than face-to-face personal selling.
|
11
|
|
|
Discrepancy of assortment
|
the difference between the lines a typical producer makes and the assortment final consumers or users want.
|
11
|
|
|
Discrepancy of quantity
|
the difference between the quantity of products it is economical for a producer to make and the quantity final users or consumers normally want.
|
11
|
|
|
Dual distribution
|
when a producer uses several competing channels to reach the same target market--perhaps using several middlemen in addition to selling directly (sometimes call multichannel distribution).
|
11
|
|
|
Exclusive distribution
|
selling through only one middleman in a particular geographic area.
|
11
|
|
|
Ideal market exposure
|
when a product is available widely enough to satisfy target customers' needs but not exceed them.
|
11
|
|
|
Intensive distribution
|
selling a product through all responsible and suitable wholesalers or retailers who will stock and/or sell the product.
|
11
|
|
|
Multichannel distribution
|
when a producer uses several competing channels to reach the same target market--perhaps using several middlemen in addition to selling directly (sometimes called dual distribution).
|
11
|
|
|
Place
|
making goods and services available in the right quantities and locations--when customers want them.
|
11
|
|
|
Regrouping activities
|
adjusting the quantities and/or assortments of products handled at each level in a channel of distribution.
|
11
|
|
|
Reverse channels
|
channels used to retrieve products that customers no longer want.
|
11
|
|
|
Selective distribution
|
selling through only those middlemen who will give the product special attention.
|
11
|
|
|
Sorting
|
separating products into grades and qualities desired by different target markets.
|
11
|
|
|
Traditional channel systems
|
a channel in which the various channel members make little or no effort to cooperate with each other.
|
11
|
|
|
Vertical integration
|
acquiring firms at different levels of channel activity.
|
11
|
|
|
Vertical marketing systems
|
channel systems in which the whole channel focuses on the same target market at the end of the channel.
|
11
|
|
|
Chain of supply
|
the complete set of firms and facilities and logistics activities that are involved in procuring materials, transforming them into intermediate and finished products, and distributing them to customers.
|
12
|
|
|
Containerization
|
grouping individual items into an economical shipping quantity and sealing them in protective containers for transit to the final destination.
|
12
|
|
|
Customer service level
|
how rapidly and dependably a firm can deliver what customers want.
|
12
|
|
|
Distribution center
|
a special kind of warehouse designed to speed the flow of goods and avoid unnecessary storing costs.
|
12
|
|
|
Electronic data interchange (EDI)
|
an approach that puts information in a standardized format easily shared between different computer systems.
|
12
|
|
|
Freight forwarders
|
transportation wholesalers who combine the small shipments of many shippers into more economical shipping quantities.
|
12
|
|
|
Inventory
|
the amount of goods being stored.
|
12
|
|
|
Logistics
|
the transporting, storing, and handling of goods to match target customers' needs with a firm's marketing mix--both within individual firms and along a channel of distribution (i.e., another name for physical distribution).
|
12
|
|
|
Physical distribution (PD)
|
the transporting, storing, and handling of goods to match target customers' needs with a firm's marketing mix--both within individual firms and along a channel of distribution.
|
12
|
|
|
Physical distribution (PD) concept
|
all transporting, storing, and product-handling activities of a business and a whole channel system should be coordinated as one system which seeks to minimize the cost of distribution for a given customer service level.
|
12
|
|
|
Piggyback service
|
loading truck trailers or flat-bed trailers carrying containers on railcars to provide both speed and flexibility.
|
12
|
|
|
Private warehouses
|
storing facilities owned or leased by companies for their own use.
|
12
|
|
|
Public warehouses
|
independent storing facilities.
|
12
|
|
|
Storing
|
the marketing function of holding goods.
|
12
|
|
|
Total cost approach
|
evaluating each possible PD system and identifying all of the costs of each alternative.
|
12
|
|
|
Transporting
|
the marketing function of moving goods.
|
12
|
|
|
Agent middlemen
|
wholesalers who do not own (take title to) the products they sell.
|
13
|
|
|
Auction companies
|
agent middlemen who provide a place where buyers and sellers can come together and complete a transaction.
|
13
|
|
|
Automatic vending
|
selling and delivering products through vending machines.
|
13
|
|
|
Brokers
|
agent middlemen who specialize in bringing buyers and sellers together.
|
13
|
|
|
Cash-and-carry wholesalers
|
like service wholesalers, except that the customer must pay cash.
|
13
|
|
|
Catalog wholesalers
|
sell out of catalogs that may be distributed widely to smaller industrial customers or retailers who might not be called on by other middlemen.
|
13
|
|
|
Combination export manager
|
a blend of manufacturers' agent and selling agent--handling the entire export function for several producers of similar but noncompeting lines.
|
13
|
|
|
Convenience (food) stores
|
a convenience-oriented variation of the conventional limited-line food stores.
|
13
|
|
|
Cooperative chains
|
retailer-sponsored groups, formed by independent retailers, to run their own buying organizations and conduct joint promotion efforts.
|
13
|
|
|
Corporate chain
|
a firm that owns and manages more than one store--and often it's many.
|
13
|
|
|
Department stores
|
larger stores that are organized into many separate departments and offer many product lines.
|
13
|
|
|
Discount houses
|
stores that sell hard goods (cameras, TVs, appliances) at substantial price cuts to customers who go to discounter's low-rent store, pay cash, and take care of any service or repair problems themselves.
|
13
|
|
|
Door-to-door selling
|
going directly to the consumer's home.
|
13
|
|
|
Drop-shippers
|
wholesalers who own (take title to) the products they sell--but do not actually handle, stock, or deliver them.
|
13
|
|
|
Export agents
|
manufacturers' agents who specialize in export trade.
|
13
|
|
|
Export brokers
|
brokers who specialize in bringing together buyers and sellers from different countries.
|
13
|
|
|
Franchise operation
|
a franchisor develops a good marketing strategy, and the retail franchise holders carry out the strategy in their own units.
|
13
|
|
|
General merchandise wholesalers
|
service wholesalers who carry a wide variety of nonperishable items such as hardware, electrical supplies, furniture, drugs, cosmetics, and automobile equipment.
|
13
|
|
|
General stores
|
early retailers who carried anything they could sell in reasonable volume.
|
13
|
|
|
Import agents
|
manufacturers' agents who specialize in import trade.
|
13
|
|
|
Import brokers
|
brokers who specialize in bringing together buyers and sellers from different countries.
|
13
|
|
|
Limited-function wholesalers
|
merchant wholesalers who provide only some wholesaling functions.
|
13
|
|
|
Limited-line stores
|
stores that specialize in certain lines of related products rather than a wide assortment--sometimes called single-line stores.
|
13
|
|
|
Manufacturers' agents
|
agent middlemen who sell similar products for several noncompeting producers for a commission on what is actually sold.
|
13
|
|
|
Manufacturers' sales branches
|
separate warehouses that producers set up away from their factories.
|
13
|
|
|
Mass-merchandisers
|
large, self-service stores with many departments that emphasize soft goods (housewares, clothing, and fabrics) and staples (like health and beauty aids) and selling on lower margins to get faster turnover.
|
13
|
|
|
Mass-merchandising concept
|
the idea that retailers should offer low prices to get faster turnover and greater sales volume by appealing to larger numbers.
|
13
|
|
|
Merchant wholesalers
|
wholesalers who own (take title to) the products they sell.
|
13
|
|
|
Rack jobbers
|
merchant wholesalers who specialize in hard-to-handle assortments of products that a retailer doesn't want to manage--and they often display the products on their own wire racks.
|
13
|
|
|
Retailing
|
all of the activities involved in the sale of products to final consumers.
|
13
|
|
|
Scrambled merchandising
|
retailers carrying any product lines that they think they can sell profitably.
|
13
|
|
|
Selling agents
|
agent middlemen who take over the whole marketing job of producers--not just the selling function.
|
13
|
|
|
Service wholesalers
|
merchant wholesalers who provide all the wholesaling functions.
|
13
|
|
|
Single-line (or general-line) wholesalers
|
service wholesalers who carry a narrower line of merchandise than general merchandise wholesalers.
|
13
|
|
|
Single-line stores
|
stores that specialize in certain lines of related products rather than a wide assortment--sometimes called limited-line stores.
|
13
|
|
|
Specialty shop
|
a type of conventional limited-line store--usually small and with a distinct personality.
|
13
|
|
|
Specialty wholesalers
|
service wholesalers who carry a very narrow range of products and offer more information and service than other service wholesalers.
|
13
|
|
|
Supercenters
|
very large stores that try to carry not only foods and drug items, but all goods and services that the consumer purchases routinely (also called hypermarkets).
|
13
|
|
|
Supermarkets
|
large stores specializing in groceries--with self-service and wide assortments.
|
13
|
|
|
Telephone and direct-mail retailing
|
allows consumers to shop at home--usually placing orders by mail or a toll-free long distance telephone call and charging the purchase to a credit card.
|
13
|
|
|
Truck wholesalers
|
wholesalers who specialize in delivering products that they stock in their own trucks.
|
13
|
|
|
Voluntary chains
|
wholesaler-sponsored groups that work with independent retailers.
|
13
|
|
|
Wheel of retailing theory
|
new types of retailers enter the market as low-status, low-margin, low-price operators and then--if successful--evolve into more conventional retailers offering more services with higher operating costs and higher prices.
|
13
|
|
|
Wholesalers
|
firms whose main function is providing wholesaling activities.
|
13
|
|
|
Wholesaling
|
the activities of those persons or establishments that sell to retailers and other merchants, and/or to industrial, institutional, and commercial users, but who do not sell in large amounts to final consumers.
|
13
|
|
|
Adoption curve
|
shows when different groups accept ideas.
|
14
|
|
|
Advertising
|
any paid form of nonpersonal presentation of ideas, goods, or services by an identified sponsor.
|
14
|
|
|
Advertising managers
|
managers of their company's mass selling effort in television, newspapers, magazines, and other media.
|
14
|
|
|
AIDA model
|
consists of four promotion jobs--(1) to get Attention, (2) to hold Interest, (3) to arouse Desire, and (4) to obtain Action.
|
14
|
|
|
Communication process
|
a source trying to reach a receiver with a message.
|
14
|
|
|
Decoding
|
the receiver in the communication process translating the message.
|
14
|
|
|
Early adopters
|
the second group in the adoption curve to adopt a new product; these people are usually well-respected by their peers and often are opinion leaders.
|
14
|
|
|
Early majority
|
a group in the adoption curve that avoids risk and waits to consider a new idea until many early adopters try it--and like it.
|
14
|
|
|
Encoding
|
the source in the communication process deciding what it wants to say and translating it into words or symbols that will have the same meaning to the receiver.
|
14
|
|
|
Innovators
|
the first group to adopt new products.
|
14
|
|
|
Integrated marketing communications
|
the intentional coordination of every communication from a firm to a target customer to convey a consistent and complete message.
|
14
|
|
|
Laggards
|
prefer to do things the way they have been done in the past and are very suspicious of new ideas--sometimes called nonadopters--see adoption curve.
|
14
|
|
|
Late majority
|
a group of adopters who are cautious about new ideas--see adoption curve.
|
14
|
|
|
Mass selling
|
communicating with large numbers of potential customers at the same time.
|
14
|
|
|
Message channel
|
the carrier of the message.
|
14
|
|
|
Noise
|
any distraction that reduces the effectiveness of the communication process.
|
14
|
|
|
Nonadopters
|
prefer to do things the way they have been done in the past and are very suspicious of new ideas--sometimes called laggards--see adoption curve.
|
14
|
|
|
Personal selling
|
direct spoken communication between sellers and potential customers, usually in person but sometimes over the telephone or via a video conference over the Internet.
|
14
|
|
|
Primary demand
|
demand for the general product idea, not just the company's own brand.
|
14
|
|
|
Promotion
|
communicating information between seller and potential buyer or others in the channel to influence attitudes and behavior.
|
14
|
|
|
Public relations
|
communication with noncustomers--including labor, public interest groups, stockholders, and the government.
|
14
|
|
|
Publicity
|
any unpaid form of nonpersonal presentation of ideas, goods, or services.
|
14
|
|
|
Pulling
|
using promotion to get consumers to ask middlemen for the product.
|
14
|
|
|
Pushing
|
using normal promotion effort--personal selling, advertising, and sales promotion--to help sell the whole marketing mix to possible channel members.
|
14
|
|
|
Receiver
|
the target of a message in the communication process, usually a potential customer.
|
14
|
|
|
Sales managers
|
managers concerned with managing personal selling.
|
14
|
|
|
Sales promotion
|
those promotion activities--other than advertising, publicity, and personal selling--that stimulate interest, trial, or purchase by final customers or others in the channel.
|
14
|
|
|
Sales promotion managers
|
managers of their company's sales promotion effort.
|
14
|
|
|
Selective demand
|
demand for a company's own brand rather than a product category.
|
14
|
|
|
Source
|
the sender of a message.
|
14
|
|
|
Task method
|
an approach to developing a budget--basing the budget on the job to be done.
|
14
|
|
|
Basic sales tasks
|
order-getting, order- taking, and supporting.
|
15
|
|
|
Close
|
the salesperson's request for an order.
|
15
|
|
|
Consultative selling approach
|
a type of sales presentation in which the salesperson develops a good understanding of the individual customer's needs before trying to close the sale.
|
15
|
|
|
Job description
|
a written statement of what a salesperson is expected to do.
|
15
|
|
|
Major accounts sales force
|
salespeople who sell directly to large accounts such as major retail chain stores.
|
15
|
|
|
Missionary salespeople
|
supporting salespeople who work for producers by calling on their middlemen and their customers.
|
15
|
|
|
Order getters
|
salespeople concerned with establishing relationships with new customers and developing new business.
|
15
|
|
|
Order takers
|
salespeople who sell to regular or established customers, complete most sales transactions, and maintain relationships with their customers.
|
15
|
|
|
Order-getting
|
seeking possible buyers with a well-organized sales presentation designed to sell a product, service, or idea.
|
15
|
|
|
Order-taking
|
the routine completion of sales made regularly to target customers.
|
15
|
|
|
Prepared sales presentation
|
a memorized presentation that is not adapted to each individual customer.
|
15
|
|
|
Prospecting
|
following all the leads in the target market to identify potential customers.
|
15
|
|
|
Sales presentation
|
a salesperson's effort to make a sale or address a customer's problem.
|
15
|
|
|
Sales quota
|
the specific sales or profit objective a salesperson is expected to achieve.
|
15
|
|
|
Sales territory
|
a geographic area that is the responsibility of one salesperson or several working together.
|
15
|
|
|
Selling formula approach
|
a sales presentation that starts with a prepared presentation outline--much like the prepared approach--and leads the customer through some logical steps to a final close.
|
15
|
|
|
Supporting salespeople
|
salespeople who help the order-oriented salespeople--but don't try to get orders themselves.
|
15
|
|
|
Team selling
|
different sales reps working together on a specific account.
|
15
|
|
|
Technical specialists
|
supporting salespeople who provide technical assistance to order-oriented salespeople.
|
15
|
|
|
Telemarketing
|
using the telephone to call on customers or prospects.
|
15
|
