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57 Cards in this Set
- Front
- Back
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RETAIL
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All the activities involved in renting, selling things to an ultimate consumer.
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CONSUMER UTILTIES
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form
place time possession |
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UTILITY
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benefit you get as a consumer
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form
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ex. someone making wheat into bread
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place
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making a good available where consumers are
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time
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having goods available when you want them
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possession
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making it easy to purchase
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classifying retail
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mom and pop
corporate chains contractual agreements |
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level of service
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self serve
limited service full service |
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department stores
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general merchandising
specialty merchandising-- more focused with boutiques |
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convenience stores
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started as truck stops
tried to add in female customers more competitive pricing |
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grocery store
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most shopped
slow growth population areas slowed |
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6 elements of communication
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source
encode message channel of communications receiver decode |
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promotional elements
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advertising
direct marketing personal selling public relations sales promotions |
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Advertising
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MASS marketing
adv--wide coverage dis--wasted coverage |
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Direct marketing
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customized marketing
adv--speific for customer dis-- inconsistant |
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personal selling
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customized
adv--credibility dis uncontrollable |
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public relations
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mass marketing
adv--target your promotion dis short term increase |
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sales promotions
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mass marketing
adv--immediate sales dis-- poor image |
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product characteristics
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complexity
risk ancillary |
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complexity
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amount of understanding required to use
uses more personal selling |
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risk
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risk of the product, more the risk more personal selling is needed
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ancillary
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degree of service after the sale
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budget
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historical
affordable competitive parity objective |
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historical
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what they did last year
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affordable
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what can you afford
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competitive parity
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equal with competitors
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objective
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figuring out what you need to buy
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3 things to accomplish with direct marketing
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direct sales
generate leads generate traffic |
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advertising
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any paid form of nonpersonal communication about an organization, a good, a service, or an idea by an identified source.
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product advertising
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inform
persuade reminder |
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institutional advertising
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advocacy
competitive reminder |
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advertise objectives
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urge use
intro new product stop sells decline develop brand loyalty reposition product in peoples mind likeability |
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advertising budget
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% of sales
historical artbitrary task objective |
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task objective
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doing budgeting backwards
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unique selling
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tell you something unique
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comparative advertising
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compare your products to others demostrations
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reason why
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tell person reason why they should buy benefit
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awareness
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product placement
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product placement
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adv-- people see product
dis--no selling message |
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intro new product
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sampling
point of purchase |
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sampling
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adv-- best for trying
dis -- high cost |
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point of purchase
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adv- easily seen
dis-- cost |
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increase sales
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coupon
rebate contests sweepstakes price off deals |
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coupon
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adv -- increase sales
dis-- people delay buying the product b/c they wait for coupon |
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rebates
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adv-- stops decline in dropping sales
dis-- product is perceived low value |
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contest
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adv- increase sales
dis-- difficult to develop |
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sweepstakes
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adv-increase sales
dis-won by non-product buyers |
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price off deals
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adv- increase sales
dis-sales decline after deal is over |
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continue sales
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premiums
continunity/loyalty/frequency |
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premiums
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cigarette "miles"
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3 major types of coupons
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bounce back
tearoff cross ruff |
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bounce back
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on product to use another time
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tear off coupon
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on package or near package you can use then and there
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cross ruff
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on a certain product for another product
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self liquidating
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company buys a product for $15 that is normally in the stores for $30. tell customers they can get this $30 product for $15 if they buy X amount of their products
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public relations
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nonpaid or indirectly paid activities to make you aware of the products
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