Ch. 11-15 Flashcards
Companies set not a single price, but a pricing ___ that covers different products in its line and changes over time.
Structure
Companies facing a challenge of setting price for the first time. Setting a high price for a new product to skim maximum revenues layer by layer.
Market skimming
Companies that set a low price for a new product in order to attract a large number of buyers and a large market share.
Market penetration pricing
Which product mix pricing strategy involves pricing additional products (optional or accessory) along with main product
Optional product pricing
Which of the following pricing mix strategies involves pricing products that can only be used with the main product?
Captive product pricing
In the case of services, captive product pricing is called _ _
2-part pricing
Using __ pricing, companies are able to turn trash into cash allowing them to make the price of their main product more competitive.
By-product
Which of the following involves pricing multiple products to be sold together
Bundle pricing
What is a price adjustment strategy
discount and allowance pricing
The sets of firms that supply companies ___
upstream partners
A ___ is made up of company, supplier, distributer, and customer, who partner to improve system.
Value delivery system
A ___ is a set of interdependent organizations who help make a product or service available.
Marketing channel
A ___ is the layer of intermediaries that performs some work in bringing the product and its ownership closer to the final buyer.
Channel level
In a ___channel, the same member both produces and distributes. No intermediary levels.
Direct channel.
At its most basic form, the marketing channel consists of ___ and ___
producer and consumer
Which of the following is a type of flow that connects all institutions in a marketing channel?
Payment flow
___ are complex behavioral systems in which people and companies interact to accomplish goals.
Distribution channels
Conflict that occurs at the same level as the marketing channel ___ conflict.
Horizontal.
Cutting out of marketing channel intermediaries by product or service producer or the displacement of traditional resellers
disintermediation
___ includes all activities involving selling products or services.
Retailing
___ involves using in store promotion and advertising to extend brand equity and encourage point of purchase relations
Shopper marketing
___ is a type of service offered by retailers who serve customers willing to perform their own tasks.
Self-service
___ are retailers that offer sales assistants because they offer more goods which would require more information.
Limited service retailers
Which type of retailer carries more specialty goods at high prices and is more likely to offer assistance.
Full service
Today __ are flourishing due to the increased use of market segmentation and target marketing
specialty stores
___ are facing slow sales growth because of slow population growth and growth of out of home eating
supermarkets
a __ is a small store located near a residential area
convenience
which is considered a service retailer
restaurants
home depot and petsmart are examples of
category killers
__ sells standard merchandise at lower prices by accepting lower margins
discount stores
___ are manufacture owned and offer prices that are fifty percent below retail
factory outlets
Which is one of the five major promotion tools
direct marketing
the use of short term incentives to encourage the purchase or sale is
sales promotion
which of the following promotion tool builds a good corporate image
public relations
which is most likely to include the use of displays, discounts and demonstrations
sales promotions
___ includes sales presentations, trade shows, incentives
personal selling
which promotion category uses catelogs, phone, kiosks, and internet
direct marketing
to carefully integrate the companies many communication channels to deliver a clear and consistent message, some companies appoint a ___
marketing communications director
in order to avoid short sightedness, todays markets are moving towards ___ over time
customer relationships
which is one of the four major communication functions
response
___ refers to the process of putting thought into symbolic form
encoding
Advertising is used mostly by ___
business firms
the decisions about impact and engagement of an ad fall into the category of ___ decision
media
competitive parity and task methods are used when making decisions about a businesses ___
budget
an advertising objective is classified by its primary purpose which is to inform, persuade, or ___
remind
when the advertising objective is to build primary demand for a new product category ___ advertising will most likely be used.
informative
___ becomes more important as competition increases with this type of advertising objective to build demand.
Persuasive
persuasive advertising becomes ___ advertising when a company directly/indirectly compares it with another brand
attack
comparative advertising is also known as
attack
describing available services and support is most likely a goal of __ advertising
informative
keeping the brand in a customers mind during off season is most likely a goal of __ advertising
reminder
to break through the clutter, many marketers have subscribed to ___
Madison and vine
Bandit/guerilla marketing
break through the clutter of advertising to do something unexpected
