CHapter 14 Flashcards
promotion mix
the unique combination of advertising, personal selling, sales promotion, and public relations used to promote a product
integrated marketing communications
coordinating all aspects of the promotion mix to send clear and consistent messages to customers
prospecting
a part of the personal-selling process where you research potential buyers and choose the most likely customers or prospects
personal selling
a face-to-face sales presentation to a prospective customer
Advertising
any paid form of non-personal presentation by an identified sponsor
Sales promotion
marketing events or sales efforts—not including advertising, personal selling, and public relations—that stimulate buying
Public relations (PR)
any communication or activity initiated by a company that is designed to win goodwill or prestige for a company or person
retailers
businesses that specialize in selling products to the end user
promotional campaign
a plan for combining the four components of the promotion mix—advertising, personal selling, sales promotion, and public relations—to achieve one or more marketing goals
press release
a publicity tool that is generally a one-page document of about 300–500 words that the organization provides to the media to promote its company or a product
press conference
a publicity tool where media members are invited by a company to hear news or product announcements
marketing intermediaries
organizations that help move products from producers to customers
wholesalers
companies that sell products to other businesses, such as retail stores, instead of selling direct to consumers
producer to wholesaler to retailer to customer channel
a distribution channel similar to the producer to wholesaler to retailer channel, but with the addition of sales agents who help connect buyers and sellers
producer to retailer to customer channel
a distribution channel where goods are first sold to wholesalers, and then to retailers (sometimes referred to as two-step)
direct channel
a distribution channel where the producer sells directly to the consumer, with no marketing intermediaries in between (sometimes referred to as customer-direct)
merchant wholesalers
a marketing intermediary that purchases goods in large quantities and then sells them to other wholesalers or retailers and to institutional, farm, government, professional, or industrial users
agents
an independent sales professional who brings buyers and sellers together
producer to agent to wholesaler to retailer to customer channel
a distribution channel similar to the producer to wholesaler to retailer channel, but with the addition of sales agents who help connect buyers and sellers
commission merchants
an intermediary that usually carries merchandise and negotiates sales for manufacturers
brokers
an intermediary that specializes in a particular commodity, represents either a buyer or a seller, and is likely to be hired on a temporary basis
Non-store retailing
selling that does not take place in conventional store facilities; customers purchase products without visiting a store
Automatic vending
the use of machines to dispense products
distribution intensity
the level of market coverage for a product, usually measured by the number of outlets where it is sold—in intensive distribution all available outlets are used, and in selective distribution only a few outlets are used
Direct marketing
the use of the telephone, the Internet, and non-personal media to communicate product and organizational information to customers, who can then purchase products via mail, telephone, or the internet
Direct selling
the marketing of products to customers through face-to-face sales presentations at home or in the workplace
inventory
the supply of goods that a company holds for use in production or for sale to customers
inventory management
involves deciding how much of each type of inventory to keep on hand and the ordering, receiving, storing, and tracking of it
transportation
the function of physical distribution that involves the shipment of products through the distribution channel to the customer
warehousing
the function of physical distribution that involves receiving and storing goods, then preparing them for shipment
what are the four components of the promotional mix?
Advertising - paid message
Personal selling - sales reps (personalized)
Sales promotion - short term incentives
Public relations - relationship between people and company
what are the steps in the personal selling process?
Pricks always make adventrourus cocks flurish
Prospecting
Approach the prospect
Make the presentation
answer objections
close the sale
followup
what are the three examples of sales promotion methods?
Samples
Contests
Coupon
what are the three major public relation tools?
press releases, press conference, and events
what are the four distribution channels
direct
producer to retailer to customer
producer to wholesaler to retailer to customer
Producer to agent to wholesaler to retailer to customer
what are the four factors that differencieates retailers?
number of product catagories
Pricing
distribution intensity - lever of market coverage
size and selection - limited items
Name the five different types of retailers
department - household
discount - dollaramma
supermarket - IGA
superstore - superstore
convenience store - 7 eleven
what are the three primary functions of physical distribution?
inventory management
warehousing
and transportation
Commission merchants
Curious merchandise and negotiates A sale for manufacturers
Broker
Represents a special commodity and represents a buyer or seller often hire temporarily
