Word Bank 2 Flashcards
(12) convenience stores
Neighborhood retailers that carry a limited number of frequently purchased items and cater to consumers willing to pay a premium for the ease of buying close to home.
(12) specialty stores
Retailers that carry only a few product lines but offer good selection within the lines that they sell.
(12) factory outlet stores
Manufacturer-owned brick-and-mortar or online retail stores that sell only a single brand and are almost always located in an outlet mall with other similar stores.
(12) multilevel marketing
A system in which a master distributor recruits other people to become distributors, sells the company’s product to the recruits, and receives a commission on all the merchandise sold by the people recruited.
(12) pyramid scheme
An illegal sales technique that promises consumers or investors large profits from recruiting others to join the program rather than from any real investment or sale of goods to the public.
(12) experiential shoppers
Shoppers who shop because it satisfies their experiential needs, that is, their desire for fun.
*(12) gap analysis
a method of assessing the performance of a business unit to determine whether business requirements or objectives are being met and, if not, what steps should be taken to meet them
(12) idea marketing
Marketing activities that seek to gain market share for a concept, philosophy, belief, or issue by using elements of the marketing mix to create or change a target market’s attitude or behavior.
(12) intangibles
Experience-based products.
*(12) non-store retailing
Methods include kiosks, carts, vending machines, direct selling, telemarketing, direct marketing and e-tailing. Organizations can also choose to use a combination of two or more methods to suit the nature of their products or the nature of the marketing it is targeting.
(12) off-price retailers
Retailers that buy excess merchandise from well-known manufacturers and pass the savings on to customers.
(12) services
Intangible products that are exchanged directly between the producer and the customer.
(13) Integrated marketing communication
A strategic business process that marketers use to plan, develop, execute, and evaluate coordinated, measurable, persuasive brand communication programs over time to targeted audiences.
(13) source
An organization or individual that sends a message.
(13) message
The communication in physical form that goes from a sender to a receiver.
(13) medium
A communication vehicle through which a message is transmitted to a target audience.
(13) receiver
The organization or individual that intercepts and interprets the message.
(13) noise
Anything that interferes with effective communication
(13) advertising
Nonpersonal communication from an identified sponsor using the mass media.
(13) sale promotion
Programs designed to build interest in or encourage purchase of a product during a specified period.
(13) top-down budgeting
Allocation of the promotion budget based on management’s determination of the total amount to be devoted to marketing communication.
(13) creative brief
A guideline or blueprint for the marketing communication program that guides the creative process.
(13) advertising appeal
The central idea or theme of an advertising message.
(13) advertising campaign
A coordinated, comprehensive plan that carries out promotion objectives and results in a series of advertisements placed in media over a period of time.