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63 Cards in this Set
- Front
- Back
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CHAPTER 15
Any paid form of non-personal presentation and promotion of products. TEST for sure |
Advertising
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chapter 15
Setting Objectives KEY DECISIONS Advertising objectives can be classified by primary purpose:... |
Inform
Persuade Remind |
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name some information advertising...
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New product
New USes Price Chance How product works Describe service correct false impressions Reduce Consumer fear Build image |
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Chapter 15
Talk about BUILD IMAGE...use an example. |
Afflec uses it. People dont know supllemental insurance. Through there commercial they gained awareness.
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Chapter 15 Possible Ad Objectives
Whats the strongest persuasive advertising and what should you pick if you wanna be the best? |
BUILD PREFERENCE OVER COMPETITION
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Purchase now..
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smart idea
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CHAPTER 15
What are some creative challenges for marketing |
Media fragmentation
Soaring media costs Advertising Clutter |
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measure of a percentage of people in the target market who will be exposed to your Ad
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Reach
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number of times that the average person will be exposed to that Ad
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Frequency
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average tv spot 200, 000 dollars or 500,000 during prime time.
true or false |
True
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hold off and only occasionaly show ads
Pulsing or continuous |
Pulsing
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Chapter 16
Short-term incentive to encourage the purchase of a product. they could do it buy added value to BUY NOW |
Sales promotion
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what are some good ways to try your product.
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SAMPLES (best one)
Coupons Cash Refunds Price packs Advertising Specialities Premiums Patronage Rewards Point-of purchase |
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Chapter 15
Building good corporate relations and image with the public |
Public relations
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what are some public relations functions
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Press release
media relations lobbying sponsorship invenstor relations many others.. |
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Chapter 15
Public Relations functions THings that talk about the company history, the founders, new products new features, and changes in personel. which function is this? |
Press Release
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Chapter 15
Public Relations Functions go to congres, to argue position and even help write policy. |
Lobbying
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Chapter 15
Public Relations Functions sporting events, charity events that you get to place your name on. which one is this.. |
Sponsorship
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Chapter 15
What are two advantages of public relations |
Strong impact on public awareness at lower cost than advertising
Greater credibility than advertising |
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chapter 15
True or false Publicity is often underused |
True
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Chapter 15
True or false Good public relations is not a powerful brand-building tool. |
False
IT IS!!!! |
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Public relation tools..
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News
speeches corporate identity materials mobile marketing special events written materials audiovisual materials public service activies. |
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Chapter 12
Marketing Channel and Supply Chain Firms that help the company to promote, sell, and distribute its good to final buyers. |
Intermediaries
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Chapter 12
(everyday definition) People/Entities between you (the manufacture) and end user middle man |
Intermediaries
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Chatpter 12
A set of interdependent organizations (intermediaries) in making a product (includes service) avaliable for use or consumption by the consumer or business user. Everyday definition: PATH THAT PRODUCTS TAKE FROM MANUFACTURE TO END USERS. |
Marketing Channel (or Distribution Channel)
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Chapter 12
Suppliers plants-manufactuers-?-Retailers-? Name the blanks |
wholesalers.
Consumers |
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Chapter 12
Whats the difference between channel of distribution and supply chain? |
channel of distribution is where it starts with the manufactuers
supply chain is when you add a supplier at the start |
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Chapter 12
what is the "channel Decision" What do you give up? |
promotion, pricing, and product
Profits,Control |
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Chapter 12
How can intermediaries/channel members add value? |
Efficiency in physical distribution
expertise in distribution and negotiations matching supply and demand promotion and selling communication by providing information |
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CHAPTER 12
Various channels Traditional one...name it hint:start out with manufacture |
Manufacture-wholesaler-retailer-consumer
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Chapter 12
Channel Behavoir and Organization individual people thinking in their own terms and whats best for them , hopefully working in concert to get a product from one place to a customers hand |
Conventional Distribution Channel
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CHAPTER 12
Channel Behavoir and Organization -company owns the whole vertical chain from manufactuer, to the wherehouse to the logical transportation, to the retail store then to the final customer. |
Corporate Vertical Marketing system
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agreement between two companies.. here a company the franchiser makes a agreenment with the franchisee person(the retail store) whos an independent person who agrees to pay royalties and other payments in return for learning a system and getting a product and a brand that they can market to customers
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Contractual
Service or Manufacturer-sponsored retailer franchise system |
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CHAPTER 12
Channel Behavoir and Organization -Pepsi and pespi bottlers. the pepsi bottlers are independent but must follow procedures but in return they get to use pepsi services |
ContractualManufactuer sponsored wholesaler franchise system
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one company because of its size or power is able to dictate to the other companies or entities on how to work together.
Example: WALMART |
Administered Vertical Marketing System
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Chapter 12
A breakdown or elimination of a pathway.. |
Disintermediation
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CHAPTER 12
Changing Channel Organization a whole seller or manufactuer is no longer needed because of what term... |
Disintermediation
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Marketing Logistics
damaged or need to be replaced or faulty mechanisism..customer may want their money back. Whats type of distribution is this? |
Reverse distribution.
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Chapter 13
Definition All activities involved in selling goods or services directly to final consumers for their personal, nonbusiness use. |
Retailing
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Chapter 13
Business whos sales come primarily from retailing |
Retailer
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Chapter 13
Retailing-Types Several product lines;each line in separate dept. |
Department
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Chapter 13
Retailing-Types Food and household;large store with low margins, but high volume |
Supermarkets
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Chapter 13
Retailing Types Small store;limited high turnover items. |
Conveniance
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Chapter 13
Retailing-Types Many product lines, low prices, low marigins, high volume. |
Discount
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Chapter 13
Retailing-Types Single or few product line |
Specialty
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Chapter 13
Retailing-Types Sold for < retail $;leftover, overruns, irregulars |
Off-Price
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Chapter 13
Retailing Types Very large stores;Deep assortment of a category |
Superstores
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Chapter 13
Guess the "store" Narrow product lines with deep assortments.. |
Specialty store
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Chapter 13
Guess the "store" Wide variety of product lines |
Department Stores
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Chapter 13
Guess the "store" Wide variety of food and household products |
Supermarkets
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Chapter 13
Guess the "store" Limited line of high-turnover convenience goods |
Convenience Stores
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Chapter 13
Guess the "store" Large store with large assortment of food and non-food items along with services |
Superstores
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Chapter 13
Guess the "store" Very deep assortment of a particular product line and is staff with knowledgeable employees |
Category Killers
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Chapter 13
Two or more stores commonly owned/controlled |
Corporate Chain
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Chapter 13
Wholesaler-sponsored groups of independent retailers |
Voluntary Chain
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Chapter 13
Group of independent retailer with central buying and joint promotion efforts. |
Retail Cooperatives
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Chapter 13
Contractual association between mfg, wholesaler, or service organization and independent business person |
Franchise
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Chapter 13
Diversified retail lines formed under central ownership. |
Merchandising conglomerates
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Chaptert 13
What is EXTREMELY important in retailing..? |
Location, location, location
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Chapter 13
All activities involved in selling goods and services to those buying for resale or business use. or A firm engaged primarily in wholesaling activity. |
Wholeselling
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What can wholesellers to do for you? How can they add value...
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-Selling and promoting
-Buying and assortment building -Bulk-breaking -Transportation -Financing -Risk Bearing -Marketing Information -Management services and advice -Warehousing |
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Chapter 13
Wholesaling.. What are the three trends that whole sellers are facing... |
1.Price competition
2.Succesful wholesalers must add value by increasing efficiency and effectiveness 3.The distinction between large retailers and wholesalers continues to blur |
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What is the marketing definition in Layman terms
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Marketing is about Knowing, Delivering and Satisfying the consumer's needs while meeting the organization's goals.
Knowing-Sensing, figuring out Delivering-giving, getting into customers hands Goals-Needs |
