Managing the Channels
What is the channel of distribution?
includes all of the businesses through which products or services pass on the way to the consumer
Event Triangle
formed by the interaction of the event, the sponsors, and the fans
Piracy
the theft of copyrighted material
Soft Data
data based on an educated guess
Media
the channels of communication used to send a message to the target market
Net Neutrality
a requirement that Internet service providers (ISPs) treat all Internet traffic the same
In the event triangle, what does the event do for the fans?
The event receives money from the fans to provide the entertainment
Differentation
when a product is customized to appeal to different markets
External Databases
data collected from outside the business
Publicity
Unpaid media attention, whether negative or positive, about a business and its products, services, or events
What is the role of the event originator?
to produce and oversee the entire event
Corporate Sponsorship
using the name of a product or business as part of the name of an event venue
Polyglots
people who speak many languages
What two factors limit marketing research?
the humans involved in the design of the research and
the humans who provide the information that is collected
What is the main goal of promotion?
to increase sales
In-Concert Movie
contains film of actual concert performances
Why do businesses purchase sponsorships?
to increase sales and profits
How long before the Olympics is the site chosen?
7 years
What is using technology to “dig up” data?
Data mining
What are the four components of an effective ad?
Attraction, Interest, Desire, and Action
What is an example of a vertical merger mentioned in 7.3?
AT&T and Time Warner
What is an example of a corporate sponsorship mentioned in 10.1?
San Diego Padres play in Petco Park
When was Title IX passed?
1972
What are the characteristics of a cohort?
The characteristics of the people in a cohort may include income or spending levels, age, ethnicity, geographic location, or credit rating
When a sales promotion is directed at the final consumer...
consumer sales promotion