U8

Question 1

What is distribution ?

Answer 1

Thats final link of company’s supply chain. That includes:
- getting right products to customers tr right time
- physical handling the goods
- warehousing
- distribution channel selection
- order fulfillment

Question 2

What is AmE mom and pop stores ?

Answer 2

Small family owned stores

Question 3

What is AmE malls ?

Answer 3

Large shopping centers

Question 4

What is AmE parking lot ?

Answer 4

Large out of town where giant big-box stores surround the central car park

Question 5

What are distribution trends ?

Answer 5

• move from mom and pop stores to malls
• parking lots
• more entertainment
• developing in-house brands as cheaper competition to name-brand goods

Question 6

What does compose promotinal mix ?

Answer 6

• personal selling
• advertising
• public relations
• events
• sponsorship of sport teams and music bands
• endorsement by celebrities
• trade promotions to retilers
• others: product placements in films, word-of-month, viral marketing, guerilla marketing

Question 7

Describe sales process

Answer 7

1. Prospecting - identify potential customer
2. Approach - connecting the prospect and prepare to sale interview
3. Presentation - describing features of product
4. Demonstration - give customer chance to see product in use
5. Answering objections - get custoper chance to express doubts and stress benefits rather then features
6. Closing - ask the prospect to buy, offer alternative product or special incentive
7. Follow up - processing the order quickly and efficently
8. Long term relationship - establish regular contact with the customer

Question 8

What are flyers ?

Answer 8

Peace of paper given to people as advertising form

Question 9

word-of-mouth

Answer 9

personal recommendations

Question 10

viral marketing

Answer 10

online through social networking websites and friend emailing video clips

Question 11

guerilla marketing

Answer 11

covers all unconvencional promotion techniques

Question 12

Enumerate tools for developing customer relationship

Answer 12

• building brand identity which customer can relate to
• frequency programs
• forming community of buyers
• affinity marketing
• individualized advertising based on previous purchases
• co-marketing with another company
• using CRM software to give customer more personal experience

Question 13

affinity marketing

Answer 13

attracting customers on the basis of their other interest, for example linking credit card to a favourite charity

Question 14

Explain sales promotions

Answer 14

Internal: to generate enthusiasm amongst sales people and other customer-contact staff

B2B products: trade shows (trade fairs / exhibitions), portfolios of products fore salespeople, deals (eg price reduction), catalogues / brochures

Customers products: special offer (10% off for limited time), bonus (buy one get one free), coupons to cut out of magazine, free samples, in-store displays, catalogues / brochures, games and contests, promotionals items with an inspired logo, special events

Question 15

Explain promotional mix

Answer 15

Sales promotions
Personal selling
advertising
Public relations
Events
Sponsorship
Endorsments
Trade promotions to retailers
Others: product placement word of mouth, viral marketing, etc

Question 16

Distribution channels

Answer 16

Direct distribution: from the producer or service provider straight to the consumer or business user

Use of the intermediary (middleman): one or more of agent / broker, distributor, wholesaler, retailer

Question 17

Physical distribution

Answer 17

Warehousing, inventory control and materials handling

Customer service: order fulfilment, warranty and repair issues

Logistics: the work of planing and organizing the movement of materials, goods

Transportation: shipping

Question 18

Retailing

Answer 18

Non-store retailing
Direct-response retailing: home delivery of goods ordered from catalogues
Internet retailing: online selling through virtual storefronts
Automatic merchandising: sales throuhg vending machines
Direct selling: sales peolple go door-to-door

Store retailing
Speciality store (eg. books, flowers)
Convenience store (eg basic goods, open unti late)
Discount store (very low prices)
Supermarket / Hypermarket
Department store (aimed to more market)

Question 19

order fulfilment

Answer 19

Making sure that the customer get the right goods at right time

Question 20

retail outlet

Answer 20

place where goods are sold to customers

Question 21

prospect

Answer 21

potential customer

Question 22

billboard

Answer 22

Large outdoor sign using for advertising

Question 23

repeat purchases

Question 24

cross-selling

Question 25

middleman

Answer 25

intermediary

Question 26

warehouse

Answer 26

shop for wholesaler

Question 27

merchandising

Answer 27

Ustawianie produktów aby maksymalizowac saprzedaz

Question 28

What the difference between client and customer ?

Answer 28

Client is more common in services and customer in product selling.

Question 29

What the difference between catalogue and brochure ?

Answer 29

Brochure is smaller and have more pictures and colors. Catalogue show all producer products.

Question 30

What's the difference between promotion and advertising ?

Answer 30

Promotion means process of attracting people attention to product. Advertising is the specific form of promotion

Question 31

What's difference between commercial and spot ?

Answer 31

Commercial is television or radio for of advertising, hovewer spot it most general term for the same thing.

Question 32

What's difference between sponsorship and endosment ?

Answer 32

Endosment means celebritis who use certain product as a way of promoting. Sponsorship is financial support for sports men or cultural events.

Question 33

What's difference between brocker and agent ?

Answer 33

Both means person who does business on behalf of another company. Agent refers to long time relation, but broker only one transaction.

Question 34

brand identity

Question 35

convenience store

Question 36

direct mail

Question 37

distribution channel

Question 38

in-store display

Question 39

press release

Question 40

product placement

Question 41

public relations

Question 42

Stages of sales process

Answer 42

Prospecting: identifying a potential customer Approach: Contacting the prospect and preparing for sales interview Presentation: Describing the features of the product Answering objections: dealing with any doubts that customer has Closing: Asking the prospect to buy Follow up: processing the order quickly

Question 43

coverage

Answer 43

how widely information is distributed

Question 44

placed

Answer 44

put somewhere

Question 45

target

Answer 45

try to influence particular goup of people

Question 46

junk

Answer 46

sth that is not wanted or not healthy

Question 47

eyeballs

Answer 47

internet term referring to those ocassions when someone looks at something

Question 48

Explain four stages of logistics

Answer 48

inbound logistics: bringing raw materials, packaging materials handling: movement of goods from warehouse to factory floor and from factory floor to workstation outbound logistics: manages flow of finished products from intemediaries to final customers reverse logistics: bringing goods back from premises because of defect

Question 49

What is reverse incoterm ?

Answer 49

international comercial term