Individuals and firms involved
in the process of making a
product or service available for
use or consumption by consumers
or industrial users.
What is a marketing channel?
100
An intermediary that performs a
variety of marketing channel
functions, including selling,
stocking, delivering a full product
assortment, and financing.
What is an industrial distributor?
100
Relates the expense of marketing effort to the marketing results obtained.
What is a sales response function?
100
An analysis that uses percentage points of market share as the common basis of comparison to allocate marketing resources effectively for different product lines within the same firm.
What are share points?
100
Allows consumers to buy products by interacting with various advertising media without a face-to-face meeting with a salesperson.
What is a direct marketing channel?
200
Involves the blending of different
communication and delivery channels
that are mutually reinforcing in
attracting, retaining, and building
relationships with consumers who
shop and buy in traditional
intermediaries and online.
What is multichannel marketing?
200
Employs the Internet to make
goods and services available for
consumption or use by consumers
or business buyers.
What is an electronic marketing channel?
200
It is the search for growth opportunities from among current and new markets as well as current and new products.
What is diversification analysis?
200
It is one of Porter’s generic business strategies that requires products to have significant points of difference to target one or only a few market segments.
What is a differentiation focus strategy?
200
A level of distribution density whereby a
firm selects a few retail outlets in a
specific geographical area to carry
its products.
What is selective distribution?
300
It is a practice whereby one firm’s
marketing channel is used to sell
another firm’s products.
What is a strategic channel alliance?
300
Professionally managed and
centrally coordinated marketing
channels designed to achieve
channel economies and
maximum marketing impact.
What are vertical marketing systems?
300
This is a strategy that focuses on reducing expenses and, in turn, lowers product prices while targeting a broad array of market segments.
What is a cost leadership strategy?
300
It is one of Porter’s generic business strategies that involves controlling expenses and, in turn, lowering product prices targeted at a narrow range of market segments.
What is a cost focus strategy?
300
It is the search for growth opportunities from among current and new markets as well as current and new products.
What is diversification analysis?
400
A contractual arrangement between a parent
company (a franchisor) and an
individual or firm (a franchisee) that
allows the franchisee to operate a
certain type of business under an
established name and according to
specific rules.
What is franchising?
400
An arrangement whereby a firm
reaches different buyers by
employing two or more different
types of channels for the same
basic product.
What is dual distribution?
400
An aid to implementing a marketing plan, consisting of four columns: (1) the task; (2) the person responsible for completing that task; (3) the date to finish the task; and (4) what is to be delivered.
What is an action item list?
400
Independent firms or individuals whose principal function is to bring buyers and sellers together to make sales.
Who are brokers?
400
It is a person who is able and willing to cut red tape and move the program forward.
What is a product or program champion?
500
One channel member believes
another channel member is
engaged in behavior that
prevents it from achieving its
goals.
What is channel conflict?
500
Channel conflict that arises when
a channel member bypasses
another member and sells or
buys products direct.
What is disintermediation?
500
Seeks growth opportunities by finding the optimum balance between marketing efficiencies versus R&D-manufacturing efficiencies.
What is synergy analysis?
500
A level of distribution density whereby
only one retail outlet in a specific
geographical area carries the
firm’s products.
What is exclusive distribution?
500
It is the application of modern measurement technologies to understand, quantify, and optimize marketing spending.