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20 Cards in this Set
- Front
- Back
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Vertical Integration |
acquiring firms that operate at different channel levels (establish stable corporate channel system) |
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Horizontal Integration |
acquiring firms operating at the same channel level (increase purchasing company's competitive strength, market share, power with channel system) |
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Federal Trade Commissions Act |
outlaws unfair methods of competition and outlaws unfair acts or practices that effect commerce |
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Four P's |
Product: physical product or service Place: where product is purchased Promotion: tools used to get the message out Price: the amount of money a consumer pays |
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Push Promotion |
Utilizes promotional efforts to secure the cooperation of intermediaries |
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Pull Promotion |
Generates consumer demand for the product as a means of securing support within the channel |
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Sherman Anti-trust Act |
prohibit monopolies |
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Claymon Anti-Trust Act |
price discrimination, Price fixing, unfair business practices, clarifies Sherman act |
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Robinson Patman Act |
prohibits anti competitive practices by producers, specifically price descrimination |
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Diffusion Process |
typical rate of adoption exhibited by consumers in response to new products |
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The loss Leader Pricing strategy |
involves selling at below cost |
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Intermodel Transportation |
combination of different modes of transport in order to exploit the best features of each mode |
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Code of Ethics |
Formal statement of standards that govern professional conduct |
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Merchant Intermediaries |
take title to the goods they sell agent intermediaries do not |
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The word trade organization |
administers the GATT |
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The primary function of promotion is to |
inform, persuade, remind |
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A marketing strategy is composed of both |
a target market and a related marketing mix |
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3 types of marketing research |
exploratory, descriptive, casual |
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Correct order of steps in Target Marketing Process |
segmentation, targeting, positioning |
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Which type of marketing communication has shortest term focus and objectives? |
Sales promotion |
