U8 Flashcards
Distribution and promotion
What is distribution ?
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
What is AmE mom and pop stores ?
Small family owned stores
What is AmE malls ?
Large shopping centers
What is AmE parking lot ?
Large out of town where giant big-box stores surround the central car park
What are distribution trends ?
- move from mom and pop stores to malls
- parking lots
- more entertainment
- developing in-house brands as cheaper competition to name-brand goods
What does compose promotinal mix ?
- 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
Describe sales process
- Prospecting - identify potential customer
- Approach - connecting the prospect and prepare to sale interview
- Presentation - describing features of product
- Demonstration - give customer chance to see product in use
- Answering objections - get custoper chance to express doubts and stress benefits rather then features
- Closing - ask the prospect to buy, offer alternative product or special incentive
- Follow up - processing the order quickly and efficently
- Long term relationship - establish regular contact with the customer
What are flyers ?
Peace of paper given to people as advertising form
word-of-mouth
personal recommendations
viral marketing
online through social networking websites and friend emailing video clips
guerilla marketing
covers all unconvencional promotion techniques
Enumerate tools for developing customer relationship
- 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
affinity marketing
attracting customers on the basis of their other interest, for example linking credit card to a favourite charity
Explain sales promotions
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
Explain promotional mix
Sales promotions
Personal selling
advertising
Public relations
Events
Sponsorship
Endorsments
Trade promotions to retailers
Others: product placement word of mouth, viral marketing, etc
Distribution channels
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
Physical distribution
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
Retailing
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)
order fulfilment
Making sure that the customer get the right goods at right time
retail outlet
place where goods are sold to customers
prospect
potential customer
billboard
Large outdoor sign using for advertising
repeat purchases
cross-selling
middleman
intermediary
warehouse
shop for wholesaler
merchandising
Ustawianie produktów aby maksymalizowac saprzedaz
What the difference between client and customer ?
Client is more common in services and customer in product selling.
What the difference between catalogue and brochure ?
Brochure is smaller and have more pictures and colors. Catalogue show all producer products.
What’s the difference between promotion and advertising ?
Promotion means process of attracting people attention to product. Advertising is the specific form of promotion
What’s difference between commercial and spot ?
Commercial is television or radio for of advertising, hovewer spot it most general term for the same thing.
What’s difference between sponsorship and endosment ?
Endosment means celebritis who use certain product as a way of promoting. Sponsorship is financial support for sports men or cultural events.
What’s difference between brocker and agent ?
Both means person who does business on behalf of another company. Agent refers to long time relation, but broker only one transaction.
brand identity
convenience store
direct mail
distribution channel
in-store display
press release
product placement
public relations
Stages of sales process
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
coverage
how widely information is distributed
placed
put somewhere
target
try to influence particular goup of people
junk
sth that is not wanted or not healthy
eyeballs
internet term referring to those ocassions when someone looks at something
Explain four stages of logistics
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
What is reverse incoterm ?
international comercial term
