Marketing Channels and Supply Chain Management
The decisions and activities that make products available to consumers when and where they want to purchase them
What is distribution?
An organization that purchases products for the purpose of reselling them to ultimate consumers
What is a retailer?
Coordination of promotion and other marketing efforts for maximum informational and persuasive impact on customers
What is integrated marketing communications?
Paid nonpersonal communication about an organization and its products transmitted to a target audience through mass media
What is advertising?
Paid personal communication that attempts to inform customers and persuade them to buy products in an exchange situation
What is personal selling?
An agreement whereby the products of one organization are distributed through the marketing channels of another
What is strategic channel alliance?
Retailers that are a fraction of the size of conventional discount stores and typically offer very low prices on smaller size name-brand nonperishable household items
What is an extreme-value store?
The individual, group, or organization that decodes a coded message
What is receiver?
The group of people at whom advertisements are aimed
What is target audience?
Developing a database of potential customers
What is prospecting?
Using all available outlets to distribute a product
What is intensive distribution?
Independent intermediaries that represent two or more sellers and usually offer customers complete product lines
What is manufacturers' agents?
The limit on the volume of information a communication channel can handle effectively
What is channel capacity?
The advertising budget for a specific time period
What is advertising appropriation?
Developing a list of qualified applicants for sales positions
What is recruiting?
Combining two or more stages of the marketing channel under one management
What is vertical channel integration?
Intermediaries that bring buyers and sellers together temporarily
What is a broker?
Communication to build and maintain relationships by informing and persuading one or more audiences
What is promotion?
Budgeting for an advertising campaign as specified by a high-level executive in the firm
What is arbitrary approach?
Sales-promotion techniques in which a consumer receives a specified amount of money for making a single product purchase
An agreement in which a supplier furnishes a product to a channel member with the stipulation that the channel member must purchase other products as well
What is tying agreement?
Marketing products to ultimate consumers through face-to-face sales presentations at home or in the workplace
What is direct selling?
Promoting a product directly to consumers to develop strong consumer demand that pulls products through the marketing channel
What is pull policy?
Communication efforts used to create and maintain favorable relations between an organization and its stakeholders
What is public relations?
Extra compensation to salespeople for pushing a line of goods
What is premium money?