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14 Cards in this Set
- Front
- Back
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brand name
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name of one or more items in a product line that identifies the source of character of the items
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promotion mix
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efforts by a company to reach distribution channels and target customers through communications such as personal selling, advertising, public relations, and direct marketing
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pull strategy
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promotional strategy designed to create buyer demand that will encourage channel members to stock a company's product
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push strategy
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promotional strategy designed to pressure channel members to carry a product and promote it to final users of the product
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marketing communication
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process of sending promotional messages about products to target markets
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distribution
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planning, implementing, and controlling the physical flow of a product from its point of origin to its point of consumption
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exclusive channel
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distribution channel in which a manufacturer grants the right to sell its product to one one or a limited number of resellers
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intensive channel
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distribution channel in which a producer grants the right to sell its product to many resellers
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value density
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value of a product relative to its weight and volume
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worldwide pricing
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policy in which one selling price is established for all international markets
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dual pricing
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policy in which a product has a different selling price in export markets than it has in the home market
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transfer price
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price charged for a good or service transferred among a company and its subsidiaries
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arm's length price
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free-market price that unrelated parties charge one another for a specific product
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price controls
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upper or lower limits placed on the prices of products sold within a country
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