Marketing 340 Exam 3

Front 1

Distribution Channel

Back 1

individuals and firms involved in the process of making a product or service available for use or consumption

Front 2

direct channel

Back 2

manufacturer owns store

Front 3

indirect channel

Back 3

any intermediaries between consumers and manufacturers

Front 4

dual distribution

Back 4

reach different buyers by employing 2 or more types of channels for the same product (two brick and mortar)

Front 5

retailing

Back 5

all activities involved in selling, renting, and providing goods and services to ultimate customers for personal family or household use

Front 6

breadth

Back 6

variety

Front 7

depth

Back 7

assortment

Front 8

advertising

Back 8

paid form of non-personal communication

Front 9

sales promo

Back 9

short term inducement of value used to get a quick burst of sales

Front 10

public relations

Back 10

indirect form of payment for publicity

Front 11

personal selling

Back 11

two way face to face flow of communication between buyer and seller

Front 12

direct marketing

Back 12

direct communication with consumers to generate a response

Front 13

integrated marketing communication

Back 13

the concept of designing marketing communications programs that coordinate all promotional activities to provide a consistent message across all audiences

Front 14

push strategy

Back 14

directing the promotional mix to channel members to gain their cooperation in ordering and stocking the product

Front 15

pull strategy

Back 15

promotional mix directed at ultimate consumer to encourage them to ask the retailer for the product

Front 16

ABCs of celebrity advertising

Back 16

appropriate, believable, connection

Front 17

CPM

Back 17

the cost of advertising divided by the number of thousands of individuals or households who are exposed to the advertising message; often used to compare different types of advertising mediums

Front 18

continuous schedule

Back 18

ad approach used when seasonality is not important

Front 19

flighting or intermittent

Back 19

periods of ads are scheduled between periods of no ads to reflect seasonal demand

Front 20

pulse schedule

Back 20

flighting plus continuous schedule; most effective

Front 21

premiums

Back 21

merchandise offered at a significant savings over its retail value

Front 22

deals

Back 22

short term price reductions used to increase trial or retaliate against competitor's action

Front 23

product placement

Back 23

use of brand in a movie, tv, or commercial for another product

Front 24

multiple regression

Back 24

whether we can use any independent variable to explain variation of dependent variable

display, feature ad, discount, shelf price

Front 25

alternative evaluation

Back 25

assign points to each attribute according to importance

Front 26

conjoint analysis

Back 26

statistical technique to determine how people value different features that make up an individual product or service

Front 27

reach

Back 27

number of different people exposed

Front 28

frequency

Back 28

average number of times within time period one sees an ad

Front 29

gross rating points

Back 29

reach x frequency

Front 30

carryover effect

Back 30

ads in one time period can continue to affect sales over next few time periods

Front 31

elasticity

Back 31

demand changes because of price change

Front 32

cross price elasticity

Back 32

one brand changes price and other brands become affected

Front 33

small ad

Back 33

improve product category

Front 34

large ad

Back 34

generates traffic

Front 35

data coding

Back 35

dummy variable; presence of a particular attribute level

code 1 presence of attribute

code 0 otherwise

Front 36

intercept

Back 36

utility from base profile

Front 37

multichannel retailing

Back 37

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 (brick and mortar and online)

Front 38

corporate system/forward integration

Back 38

combination of successive stages of production and distribution under a single ownership

Front 39

contractual system

Back 39

independent production and distribution firms integrate their efforts on a contractual basis to obtain greater functional economies and marketing impact than they could achieve alone

Front 40

administered systems

Back 40

achieve coordination at successive stages of productions and distriubution by the size and influence of one channel member rather than ownership

Front 41

intensive distribution

Back 41

a firm tries to place its products and services in as many outlets as possible

Front 42

exclusive distribution

Back 42

only one retailer in a specified geographical area carries the firm's products

Front 43

selective distribution

Back 43

in between exclusive and intensive distribution; few retailers in geographical location

Front 44

logistics

Back 44

activities that focus on getting the right amount of the right products to the right place at the right time and the lowest possible cost

Front 45

supply chain

Back 45

various firms involved in performing the activities required to create and deliver a product or service to consumers or industrial users

Front 46

total logistics cost

Back 46

expenses associated with transportation, materials handling and warehousing, inventory, stockouts, order processing, and return products handling

Front 47

reverse logistics

Back 47

process of reclaiming recyclable and reusable materials, returns, and reworks from the point of consumption or use for repair, remanufacturing, redistribution, or disposal

Front 48

brokers

Back 48

independent firms or individuals whose principal function is to bring buyers and sellers together to makes sales

Front 49

encoding

Back 49

having the sender transform an idea into a set of symbols

Front 50

decoding

Back 50

having the receiver take a set of symbols, the message, and transform the symbols into an idea

Front 51

noise

Back 51

extraneous factors that can work against effective communication by distorting a message of the feedback received

Front 52

introduction stage

Back 52

inform customers and increase level of awareness

Front 53

growth stage

Back 53

persuade the consumer to buy the product rather than substitutes

Front 54

maturity stage

Back 54

maintain existing buyers remind of existence

Front 55

decline stage

Back 55

phaseout for product

Front 56

institutional advertisement

Back 56

build goodwill or an image for an organization than promote a specific good or service

Front 57

sales response function

Back 57

expense of the marketing effort to the marketing results obtained