Mktg 471 Exam 3

Front 1

marketing channel system

Back 1

the particular set of marketing channels a firm employs, and decisions about it are among the most critical ones management faces

Front 2

multi-channel marketing

Back 2

occurs when a single firm uses two or more marketing channels to reach customer segments

Front 3

demand chain planning

Back 3

the company first thinks of the target market and designs the supply chain backward from that

Front 4

value network

Back 4

a system of partnerships and alliances that a firm creates to source, augment, and deliver its offerings

Front 5

zero-level channel

Back 5

same as direct marketing channel, consists of a manufacturer selling directly to final customers through door-to-door sales, home parties, mail order, telemarketing, tv marketing and other methods

Front 6

one-level channel

Back 6

one intermediarie

Front 7

exclusive distribution

Back 7

severely limiting the number of intermediaries, appropriate when the producer wants to control reseller's service level and outputs.

Front 8

selective distribution

Back 8

relies on only some of the intermediaries willing to carry a particular product

Front 9

intensive distribution

Back 9

places offerings in as many outlets as possible, a good strategy for snack foods, soft drinks and gum-products consumers buy frequently or in a variety of locations

Front 10

vertical marketing system

Back 10

includes the producer, wholesaler, and retailer acting as a unified system. One channel member, the channel captain, own or franchises the others or has so much power that they all cooperate

Front 11

integrated marketing channel system

Back 11

the strategies and tactics of selling through one channel reflect the strategies and tactics of selling through one or more other channels.

Front 12

channel coordination

Back 12

occurs when channel members are brought together to advance the channel's goals, as opposed to their own potentially incompatible goals

Front 13

pure-click

Back 13

companies that have launched a web site without any previous existence as a firm

Front 14

e-commerce

Back 14

uses a web site to transact or facilitate the sale of goods and services online

Front 15

private label brand

Back 15

a brand that retailers and wholesalers develop (like Safeway bread or soda)

Front 16

marketing logistics

Back 16

includes planing the infrastructure to meet demand, then implementing and controlling the physical flows of materials and final goods from points of origin to points of use, to meet customer requirements at a profit

Front 17

4 steps of marketing logisstics

Back 17

1. deciding on the company's value proposition to its customers
2. selecting the best channel design and network strategy for reaching the customers
3. developing operational excellence in sales forecasting, warehouse management, transportation management, and materials management

Front 18

integrated logistics systems

Back 18

include materials management, material flow systems, and physical distribution, aided by information technology to shorten the order-cycle time, reduce errors, and improve control

Front 19

market communications mix

Back 19

consists of eight major modes of communication:
1. advertising
2. sales promotion
3. events and experiences
4. public relations and publicity
5. direct marketing
6. interactive marketing
7. word-of-mouth marketing
8. personal selling

Front 20

informational appeal

Back 20

elaborates on product or service attributes or benefits, assuming that consumers will process the communication very logically

Front 21

transformational appeal

Back 21

elaborates on a nonproduct-related benefit or image, might depict what kind of person uses a brand

Front 22

personal communications channels

Back 22

let two or more persons communicate face-to-face or person-to-audience through a phone, surface mail, or e-mail.

Front 23

advertising

Back 23

any paid form of nonpersonal presentation and promotion of a product by an identified sponsor

Front 24

advertising objective

Back 24

a specific communications task and achievement level to be accomplished with a specific audience in a specific perior of time

Front 25

place advertising

Back 25

or out-of-home advertising, is a broad category including many creative and unexpected forms to grab consumers' attention

Front 26

point of purchase

Back 26

the place where a purchase is made typically in retail

Front 27

sales promotion

Back 27

consists of a collection of incentive tools, mostly short term, designed to stimulate quicker or greater purchase of particular products or services by consumers or the trade

Front 28

communication-effect research

Back 28

called copy testing, seeks to determine whether an ad is communicating effectively

Front 29

public

Back 29

any group that has an actual or potential interest in or impact on a company's ability to achieve its objectives

Front 30

marketing public relations

Back 30

to support corporate or product promotion and image making, serves a special constituency, the marketing department. Old name was publicity, the task of securing editorial space

Front 31

telemarketing

Back 31

the use of the telephone and call centers to attract prospects, sell to existing customers, and provide service by taking orders and answering questions

Front 32

display or banner ads

Back 32

small rectangular boxes containing text and perhaps an image that firms pay to place on relevant web sites

Front 33

interstitials

Back 33

advertisements, often with video or animation, which pop up between changes on a web site

Front 34

direct sales force

Back 34

consists of paid employees who work exclusively for the company

Front 35

principle of congruity

Back 35

communications can use their good image to reduce some negative feeling toward a brand but in the process might lose some esteem with the audience

Front 36

product adaptation

Back 36

altering the product to meet local conditions or preferences

Front 37

product invention

Back 37

creating something new

Front 38

global industry

Back 38

an industry in which the strategic positions of competitors in major geographic or national markets are fundamentally affected by their overall global positions

Front 39

marketing audit

Back 39

a comprehensive, systematic, independent, and periodic examination of a company's or business unit's marketing environment, objectives, strategies and activities

Front 40

straight extension

Back 40

introducing a product in a foreign market without any change in the product

Front 41

supply chain management

Back 41

managing the supply chain from procurement of inputs through efficient conversion into finished products and then the movement of products to final destinations

Front 42

5 main aspects of promotional mix

Back 42

1. advertising-web pages, banner ads etc.
2. sales promotion- limited time to increase consumer demand
3. personal selling- can be face-to-face or on phone
4. public relations-newspaper articles or TV speaking highly of a product
5. direct marketing-communicating directly to the consumer