Channel Management
The path a product takes from the manufacturer to the customer.
What is a distribution channel?
A name, term, design, or symbol that identifies a product or company.
What is a brand?
The process of promoting, selling, and distributing a product or service.
What is marketing?
Any way a company communicates with customers to inform, persuade, or remind them about a product.
What is promotion?
The process of dividing a market into groups of customers with similar needs.
What is market segmentation?
A business that helps move products from the producer to the consumer, like a wholesaler or retailer.
What is an intermediary?
This type of brand is created by the manufacturer, like Nike or Apple.
What is a manufacturer brand?
The four P’s of marketing: Product, Price, Place, and ___?
What is Place?
Advertising, sales promotion, personal selling, and public relations are all types of this.
What is the promotional mix?
Segmenting customers based on where they live (city, region, country).
What is geographic segmentation?
Selling products directly to customers without using intermediaries.When a company uses several types of channels (like retail stores, online, and wholesalers) to sell the same product.
What is direct selling?
A brand that is owned and sold by a retailer or wholesaler, like Target’s “Up & Up.”
What is a private label brand?
A plan that a business uses to attract and satisfy customers.
What is a marketing strategy/plan?
A short-term incentive, like coupons or discounts, used to encourage customers to buy a product.
What is the promotional mix?
Segmenting customers based on age, gender, income, or education level.
What is demographic segmentation?
When a company uses several types of channels (like retail stores, online, and wholesalers) to sell the same product.
What is multichannel distribution?
The value a brand adds to a product in the minds of consumers.
What is brand equity?
The type of research that collects data from first-hand sources, like surveys and interviews.
What is primary research?
The type of promotion that involves face-to-face interaction with a customer.
What is personal selling?
Segmenting customers based on lifestyle, personality, or values.
What is psychographic segmentation?
The term for managing the relationships and processes that ensure products are available at the right place, time, and quantity.
What is channel management?
A strategy where a company uses one brand name for multiple products in the same product line.
What is brand extension?
The concept of dividing a market into smaller groups of customers with similar needs or characteristics.
What is market segmentation?
A marketing strategy that uses storytelling, social media, and word-of-mouth to build awareness without traditional advertising
What is guerrilla marketing?
When a company targets a very specific, small portion of the market with a customized marketing approach.
What is niche marketing?