Marketing Test 3

Front 1

direct marketing

Back 1

Direct connections with carefully targeted individual consumers to both obtain immediate response and cultivate lasting customer relationships

Front 2

digital and social media marketing

Back 2

an umbrella term for the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium.

Front 3

multichannel marketing

Back 3

the ability to interact with potential customers on various platforms

Front 4

online marketing

Back 4

Efforts to market products and services and build customer relationships over the Internet

Front 5

marketing web site

Back 5

A website that interacts with consumers to move them closer to a direct purchase or other marketing outcome

Front 6

branded community web site

Back 6

a community formed on the basis of attachment to a product or marque

Front 7

online advertising

Back 7

Advertising that appears while consumers are browsing the Internet, including display ads, search related ads, online classifieds, and other forms

Front 8

email marketing

Back 8

the targeting of consumers through electronic mail

Front 9

spam

Back 9

Unsolicited, unwanted commercial email messages

Front 10

viral marketing

Back 10

The Internet version of word-of-mouth marketing; a website, video, email message, or other marketing event that is so infectious the consumers will seek it out or passed along to friends

Front 11

blogs

Back 11

Online journals were people post their thoughts, usually on I narrowly defined topic

Front 12

social media

Back 12

websites and applications that enable users to create and share content or to participate in social networking.

Front 13

mobile marketing

Back 13

Marketing to on the go consumers through mobile phones, smart phones, tablets, and other mobile communication devices

Front 14

direct mail marketing

Back 14

Marketing that occurs by sending an offer, announcement, reminder, or other items directly to a person at a particular address

Front 15

catalog marketing

Back 15

Direct marketing through print, video, or digital catalogs that are mailed to select customers, made available in stores, or presented online

Front 16

telemarketing

Back 16

using the telephone to sell directly to customers

Front 17

direct response television marketing

Back 17

Direct marketing via television, including direct response television advertising ( infomercials ) and interactive television advertising

Front 18

personal selling

Back 18

Personal presentation by the firms salesforce for the purpose of making sales and building customer relations

Front 19

salesperson

Back 19

An individual who represents accompanying to customers by performing one or more of the following activities; prospecting, communicating, selling, servicing, information gathering, and relationship building

Front 20

sales force management

Back 20

Analyzing, planning, implementation, and controlling salesforce activities

Front 21

territorial sales force structure

Back 21

a sales force organization that assigns each salesperson to an exclusive geographic territory in which that salesperson sells the company's full line

Front 22

product sales force structure

Back 22

a sales force organization in which salespeople specialize in selling only a portion of the company's product or line

Front 23

customer (market) sales force structure

Back 23

a sales force organization in which salespeople specialize in selling only to certain customer or industries

Front 24

outside sales force (field sales force)

Back 24

sales people who travel to call on customers in the field

Front 25

inside sales force

Back 25

sales people who conduct business from their offices via telephone, the internet, or visits from prospective buyers

Front 26

team selling

Back 26

using teams of people from sales, marketing, engineering, finance, technical support, and even upper management to service large, complex accounts

Front 27

sales quota

Back 27

a standard that states the amount a salesperson should sell and how sales should be divided among the companys products

Front 28

selling process

Back 28

the steps that salespeople follow when selling, which include prospecting and qualifying, preapproach, approach, presentation and demonstration, handing objectives, closing, and follow up

Front 29

prospecting

Back 29

the sales step in which a salesperson or company identifies qualified potential customers

Front 30

preapproach

Back 30

sales step in which a salesperson learns as much as possible about a prospective customer before making a sales call

Front 31

approach

Back 31

sales step in which a salesperson meets the customer for the first time

Front 32

presentation

Back 32

sales step in which a salesperson tells the "value story" to the buyer, showing how the companys offer solves the customers problems

Front 33

handling objections

Back 33

sales step in which a salesperson seeks out, clarifies, and overcomes any customer objections to buying

Front 34

closing

Back 34

sales step in which a salesperson asks the customer for an order

Front 35

follow up

Back 35

sales step in which a salesperson follows up after the sale to ensure customer satisfaction and repeat business

Front 36

sales promotion

Back 36

short term incentives to encourage the purchase or sale of a product or service

Front 37

consumer promotions

Back 37

sales promotion tools used to boost short term customer buying and involvement or enhance long term customer relations

Front 38

event marketing (event sponsorship)

Back 38

creating a brand marketing event or serving as a sole or participating sponsor of events created by others

Front 39

trade promotions

Back 39

sales promotion tools used to persuade resellers to carry a brand, give it shelf space, promote it in advertising, and push it to consumers

Front 40

business promotions

Back 40

sales promotion tools used to generate business leads, stimulate purchases. reward customers, and motivate salespeople

Front 41

promotion mix (marketing communications mix)

Back 41

specific blend of promotion tolls that the company used to persuasively communicate customer value and build customer relationships

Front 42

advertising

Back 42

any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor

Front 43

public relations

Back 43

building good sales relations with the company's various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events

Front 44

brand content management

Back 44

is a concept that creates a standard process an organization can use to create, store, and distribute brand-related marketing materials and information.

Front 45

integrated marketing communications IMC

Back 45

carefully integrating and coordinating the company's many communications channels to deliver a clear, consistent, and compelling message about the organization and its products

Front 46

push strategy

Back 46

promotion strategy that calls for using the sales force and trade promotion to push the product through channels. the producer promotes the product to channel members, which in turn promote it to final consumers

Front 47

pull strategy

Back 47

promotion strategy that calls for spending a lot on consumer advertising and promotion to induce final consumers to buy the product, creating a demand vacuum that "pulls" the product through the channel

Front 48

advertising objective

Back 48

specific communication task to be accomplished with a specific target audience during a specific period of time

Front 49

advertising budget

Back 49

the dollars and other resources allocated to a product or a company advertising program

Front 50

advertising method

Back 50

the promotion of goods or services for sale through impersonal media, such as radio or television

Front 51

percentage of sales method

Back 51

setting the promotion budget at a certain percentage of current or forecasted sales or as a percentage of the unit sales price

Front 52

competitive parity method

Back 52

setting the promotional budget to math competitors outlays

Front 53

objective and task method

Back 53

developing the promotion budget by (1) defining specific promotion objectives, (2) determining the tasks needed to achieve these objectives, and (3) estimating the costs of performing these tasks. The sum of these costs is the proposed promotion budget.

Front 54

advertising strategy

Back 54

strategy by which the company accomplishes its advertising objectives. it consists of two major elements: creating advertising messages and selecting advertising media

Front 55

madison and vine

Back 55

a term that has come to represent the merging of advertising and entertainment in an effort to break through the clutter and create new avenues for reaching customers with more engaging messages

Front 56

creative concept

Back 56

the compelling "big idea" that will bring an advertising message strategy to life in a distinctive and memorable way

Front 57

execution style

Back 57

the approach, style, tone, words, and format used for executing an advertising message

Front 58

advertising media

Back 58

the vehicles through which advertising messages are delivered to their intended audiences

Front 59

return on advertising investment

Back 59

the net return on advertising investment divided by the costs of the advertising investement

Front 60

advertising agency

Back 60

marketing services firm that assists companies in planning, preparing, implementing, and evaluating all or portions of their advertising programs

Front 61

retailing

Back 61

all the activities involved in selling goods or services directly to final consumers for their personal, nonbusiness use

Front 62

retailer

Back 62

business whose sales come primarily from retailing

Front 63

shopper marketing

Back 63

using in store promotions and advertising to extend brand equity to "the last mile" and encourage favorable instore purchase decisions

Front 64

specialty store

Back 64

retail store that carries a narrow product line with a deep assortment within that line

Front 65

department store

Back 65

retail store that carries a wide variety of product lines, each operated as a separate department managed by specialist buyer or merchandisers

Front 66

supermarket

Back 66

a large, low cost, low margin, high volume, self service store that carries a wide variety of grocery and household products

Front 67

convenience store

Back 67

a small store, located near a residential area, that is open long hours seven days a week and carries a limited line of high turnover convenience goods

Front 68

superstore

Back 68

a store much larger than a regular supermarket that offers a large assortment of routinely purchased food products, non food items, and services

Front 69

category killer

Back 69

a giant specialty store that carries a very deep assortment of a particular line

Front 70

service retailer

Back 70

a retailer whose product line is actually a service; examples include hotels, airlines, banks, colleges, and many others

Front 71

discount store

Back 71

a retail operation that sells standard merchandise at lower prices by accepting lower margins and selling at higher volume

Front 72

off price retailer

Back 72

retailer that buys at less than regular wholesale prices and sells at less than retail

Front 73

independent off price retailer

Back 73

off price retailer that is either independently owned and operated or is a division of a larger retail corporation

Front 74

factory outlet

Back 74

an off price retailing operation that is owned and operated by a manufacturer and normally carries the manufacturers surplus, discontinued, or irregular goods

Front 75

warehouse club

Back 75

an off price retailer that sells a limited selection of brand name grocery items, appliances, clothing, and other goods at deep discounts to members who pay annual membership fees

Front 76

corporate chains

Back 76

two or more outlets that are commonly owned and controlled

Front 77

franchise

Back 77

a contractual association between a manufacturer, wholesaler, or service organization (franchisor) and independent businesspeople (Franchises) who buy the right to own and operate one or more units in the franchise system

Front 78

shopping center

Back 78

a group of retail businesses built on a site that is planned, developed, owned, and managed as a unit

Front 79

showrooming

Back 79

the practice of examining merchandise in a traditional brick and mortar retail store or other offline setting, and then buying it online, sometimes at a lower price.

Front 80

wholesaling

Back 80

all the activities involved in selling goods and services to those buying for resale or business use

Front 81

wholesaler

Back 81

a firm engaged primarily in wholesaling activites

Front 82

merchant wholesaler

Back 82

an independently owned wholesale business that takes title to the merchandise it handles

Front 83

broker

Back 83

a wholesaler who does not take title to goods and whose function is to bring buyers and sellers together and assist in negotiation

Front 84

agent

Back 84

a wholesaler who represents buyers or sellers on a relatively permanent basis, performs only a few functions, and does not take title to goods

Front 85

manufacturers and retailers branches and offices

Back 85

wholesaling by sellers or buyers themselves rather than through independent wholesalers

Front 86

value delivery network

Back 86

a network composed of the company, suppliers, distributions, and, ultimately, customers who partner with each other to improve the performance of the entire system in delivering customer value

Front 87

marketing channel (distribution channel)

Back 87

a set of interdependent organizations that help make a product or service available for use or consumption by the consumer or business user

Front 88

channel level

Back 88

a layer of intermediaries that performs some work in bringing the product and its ownership closer to the final buyer

Front 89

direct marketing channel

Back 89

a marketing channel that has no intermediary levels

Front 90

indirect marketing channel

Back 90

a marketing channel containing one or more intermediary levels

Front 91

channel conflict

Back 91

disagreements among marketing channel members on goals, roles, and rewards- who should do what and for what rewards

Front 92

convention distribution channel

Back 92

a channel consisting of one or more independent producers, wholesalers, and retailers, each a separate business seeking to maximize its own profits, perhaps even at the expense of profits for the system as a whole

Front 93

vertical marketing system

Back 93

a channel structure in which producers, wholesalers, and retailers act as a unified system. One channel members owns the others, has contracts with them, or has so much power that they all cooperate

Front 94

corporate VMS

Back 94

vertical marketing system that combines successive stages of production and distribution under single ownership-- channel leadership is established through common ownership

Front 95

Contractual VMS

Back 95

vertical marketing system in which independent firms at different levels of production and distribution join together through contracts

Front 96

franchise organization

Back 96

contractual vertical marketing system in which a channel member, called a franchisor, links several stages in the production distribution process

Front 97

administered VMS

Back 97

vertical marketing system that coordinates successive stages of production and distribution through the size and power of one of the parties

Front 98

horizontal marketing system

Back 98

channel arrangement in which two or more companies at one level join together to follow a new marketing opportunity

Front 99

multichannel distribution system

Back 99

distribution system in which the buyer wants to modify product specifications, prices, terms, or suppliers

Front 100

disintermediation

Back 100

the cutting out of marketing channel intermediaries

Front 101

marketing channel design

Back 101

designing effective marketing channels by analyzing customer needs, setting channel objectives, identifying major channel alternatives, and evaluating those alternatives

Front 102

exclusive distributions

Back 102

giving a limited number of dealers the exclusive right to distribute the companys products in their territories

Front 103

intensive distribution

Back 103

stocking the product in as many outlets as possible

Front 104

selective distribution

Back 104

the use of more than one but fewer than all of the intermediaries who are willing to carry the companies products

Front 105

marketing channel management

Back 105

selecting, managing, and motivating individual channel member sand evaluating their performance over time

Front 106

marketing logistics (physical distribution)

Back 106

planning, implementing, and controlling the physical flow of materials, final goods, and related information from points of origin to points of consumption to meet customer requirements at a profit

Front 107

supply chain management

Back 107

managing upstream and downstream value added flows of materials, final goods, and related information among suppliers, the company, resellers, and final consumers

Front 108

distribution center

Back 108

a large, highyl automated warehouse designed to receive goods from various plants and suppliers, take orders, fill them efficiently, and deliver goods to customers as quickly as possible

Front 109

multimodal transportation

Back 109

the transportation of goods under a single contract, but performed with at least two different means of transport; the carrier is liable (in a legal sense) for the entire carriage, even though it is performed by several different modes of transport

Front 110

integrated logistics management

Back 110

the logistics concept that emphasizes teamwork- both inside the company and among all the marketing channel organizations= to maximize the performance of the entire distribution system

Front 111

third party logistics (3PL) provider

Back 111

an independent logistics provider that performs any or all of the functions required to get a clients product to market