Ch. 15 (3) Flashcards
the supply chain is ______ than a channel of distribution because …
longer, it includes links from suppliers that provide raw materials to manufactures whereas the channel of distribution begins with manufacturers
list the segments of the supply chain (how products get to consumers)
suppliers’ plants, manufacturers, wholesalers, retailers and consumers
list the segments of the channel of distribution
manufacturers, wholesalers, retailers and consumers
promotion consists of …
all techniques that sellers use to motivate customers to but their products
list the five segments of the promotional mix
personal selling, direct marketing, sales promotion, public sales and advertising
advertising is …
paid, non-personal communication through various media organizations and individuals who are in some way identified in the advertising message
there are various categories of advertising, including …
product advertising, online advertising, and comparison advertising (advertising that compares competitive products)
global advertising involves …
developing a product and promotional strategy that can be implemented worldwide
personal selling is … and involves …
the face-to-face presentation and promotion of products, the search for new prospects and follow-up service after the sale
list the five steps of B2C sales process
approach, ask questions, make presentation, close sale, follow up
public relations is the …
management function that evaluates public attitudes, changes policies and procedures in response to the public’s requests, and executes a program of action and information to earn public understanding and acceptance
publicity is any …
information, about an individual, product, or organization that is distributed to the public though the media
sales promotion is a promotional tool that …
stimulates consumer purchasing and dealer interest by means of short-term activities
sales promotion programs are designed to …
supplement personal selling, advertising, and public relations efforts by creating enthusiasm for the overall promotional program
how are new technologies affecting promotion
people buy, companies keep track of who buys what, when and how often, uses that info to design catalogues and brochures specifically tailored to meet the wants and needs of individual consumers
direct marketing includes any activity that …
directly links manufacturers or intermediaries with the ultimate consumer
list the two disadvantages of direct marketing
most forms of direct marketing require a comprehensive and up-to-date database with info about the target market. growing concern about privacy has lead to a decline in response rates among some customer groups
viral marketing includes any strategy that …
encourages people to pass on a marketing message to others, creating exponential growth in the message’s influence as the message can reach thousands, or even millions of potential customers
list four other “contemporary” promotional tools
social networking, blogging, podcasting and mobile marketing
in a push strategy, the producer uses …
advertising, personal selling, sales promotional tools to convince wholesalers and retailers to stock and sell merchandise, pushing it through the distribution system to the stores
a pull strategy directs …
heavy advertising and sales promotion efforts toward consumers
