CHAPTER 15 - 20

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fruitloop42000
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118976
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CHAPTER 15 - 20
Updated:
2011-11-25 22:55:55
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FINAL
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FINAL
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  1. MARKETING INTERMEDIARIES
    • ORGANIZATIONS THAT ASSIST IN THE MOVING OF GOODS AND SERVICES FROM BUSINESSES TO BUSINESSES (B2B) AND FROM BUSINESSES TO CONSUMERS (B2C)
    • THEY ARE CALLED INTERMEDIARIES BECAUSE THEY'RE IN THE MIDDLE OF A SERIES OF FIRMS THAT DISTRIBUTE GOODS.
  2. CHANNEL OF DISTRIBUTION
    A WHOLE SET OF MARKETING INTERMEDIARIES, SUCH AS AGENTS, BROKERS, WHOLESALERS, AND RETAILERS, THAT JOIN TOGETHER IN THEIR PATH (OR CHANNEL) FROM PRODUCERSTO CONSUMERS.
  3. AGENTS / BROKERS
    MARKETING INTERMEDIARIES WHO BRING BUYERS AND SELLERS TOGETHER AND ASSIST IN NEGOTIATING AN EXCHANGE BUT DONT TAKE TITLE TO THE GOODS.
  4. WHOLESALER
    A MARKETING INTERMEDIARY THAT SELLS TO OTHER ORGANIZATIONS.
  5. RETAILER
    AN ORGANIZATION THAT SELLS TO ULTIMATE CONSUMERS.
  6. UTILITY
    THE WANT - SATISFYIN ABILITY, OR VALUE, THAT ORGANIZATION ADD TO GOODS AND SERVICES BY MAKING THEM MORE USEFUL OR ACCESSIBLE TO CONSUMERS.
  7. SIX TYPES OF UTILITIES
    • FORM
    • TIME
    • PLACE
    • POSSESSION
    • INFORMATION
    • SERVICE
  8. TIME UTILITY
    ADDING VALUE TO PRODUCTS BY MAKING THEM AVAILABLE WHEN THEY'RE NEEDED.
  9. PLACE UTILITY
    ADDING VALUE TO PRODUCTS BY HAVING THEM WHERE PEOPLE WANT THEM.
  10. POSSESSION UTILITY
    DOING WHATEVER IS NECESSARY TO TRANSFER OWNERSHIP FROM ONE PARTY TO ANOTHER, INCLUDING PROVIDING CREDIT, DELIVERY, INSTALLATION, GUARANTEES, AND FOLLOW-UP SERVICE.
  11. INFORMATION UTILITY
    ADDING VALUE TO PRODUCTS BY OPENING TWO WAY FLOWS OF INFORMATION BETWEEN MARKETING PARTICIPANTS.
  12. SERVICE UTILITY
    ADDING VALUE BY PROVIDING FAST, FRIENDLY SERVICE DURING AND AFTER THE SALE AND BY TEACHING CUSTOMERS HOW TO BES T USE PRODUCTS OVER TIME.
  13. RACK JOBBERS
    WHOLESALERS THAT FURNISH RACKS OF SHELVES FULL OF MERCHANDISE OT RETAILERS, DISPLAY PRODUCTS, AND SELL ON CONSIGNMENT.
  14. DROP SHIPPERS
    WHOLESALERS THAT SOLICIT ORDERS FROM RETAILERS AND OTHER WHOLESALERS AND HAVE THE MERCHANDISE SHIPPED DIRECTLY FROM A PRODUCER TO A BUYER.
  15. TELEMARKETING
    THE SALE OF GOODS AND SERVICES VIA PHONE.
  16. DIRECT SELLING
    SELLING TO CONSUMERS IN THEIR HOMES OR WHERE THEY WORK.
  17. DIRECT MARKETING
    ANY ACTIVITY THAT DIRECTLY LINKS MANUFACTURERS OR INTERMEDIARIES WITH THE ULITMATE CONSUMER.
  18. THE FOUR SYSTEMS OF CHANNEL RELATIONSHIPS
    • CORPORATION DISTRIBUTION SYSTEMS
    • CONTRACTUAL DISTRIBUTION SYSTEMS
    • ANDMINSTERED DISTRIBUTION SYSTEMS
    • SUPPLY CHAINS
  19. CORPORATE DISTRIBUTION SYSTEM
    A DISTRIBUTION SYSTEM IN WHICH ALL OF HTE ORGANIZATIONS IN THE CHANNEL OF DISTRIBUTION ARE OWNED BY ONE FIRM.
  20. SUPPLY CHAIN
    • SUPPLIERS PLANTS
    • MANUFACTURERS
    • WHOLESALERS
    • RETAILERS
    • CONSUMERS
  21. PROMOTION MIX
    • THE COMBINATION OF PROMOTIONAL TOOLS AND ORGANIZATION USES; THE TRADITIONAL MIX INCLUDES
    • PRODUCT
    • ADVERTISING
    • PERSONAL SELLING
    • SALES PROMATION
    • PUBLIC RELATIONS
  22. STEPS IN A PROMOTIONAL CAMPAIGN
    • IDENTIFY A TARGET MARKET
    • DEFINE OBJECTIVES
    • DETERMINE PROMOTIONAL BUDGET
    • DEVELOP A UNIFYING MESSAGE
    • IMPLEMENT THE PLAN
    • EVALUATE THE PLAN
  23. INTEGRATED MARKETING COMMUNICATION
    A TECHNIQUE THAT COMBINES ALL THE PROMOTIONAL TOOLS INTO ONE COMPREHENSIVE, UNIFIED PROMOTIONAL STRATEGY.
  24. ADVERTISING IN THE FIRM
    PAID, NON-PERSONAL COMMUNICATION THROUGH VARIOUS MEDIA BY ORGANIZATIONS AND INDIVIDUALS WHO ARE IN SOME WAY INDENTIFIED IN THE MESSAGE.
  25. MAJOR GOALS OF ADVERTISING
    • INFORM
    • PERSUADE
    • REMIND
  26. PRODUCT PLACEMENT
    PUTTING PRODUCTS INTO TV SHOWS AND MOVIES WHERE THEY WILL BE SEEN.
  27. INFOMERCIALS
    A FULL LENGTH TV PROGRAM DEVOTED EXCLUSIVELY TO PROMOTING GOODS OR SERVICES.
  28. STEPS IN SELLING
    • PROSPECTING
    • QUALIFYING
    • PROSPECT

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