Chapter 8: How Marketing Channels Can Be Used to
Create Value for Customers
Create Value for Customers
This channel partner obtains large quantities of products from producers, store them, and break them down into cases and other smaller units more convenient for retailers to buy, a process called “breaking bulk.”
What is wholesalers?
This type of communication mix involves paying to disseminate a message that identifies a brand (product or service) or an organization being promoted to many people at one time.
What is advertising?
____ ______ _______ or search marketing for short, is designed to get Internet traffic to a firm’s website by making it more visible in search engine results.
What is Search Engine Marketing?
The profit an organization hopes to make given
the amount of assets, or money, it has tied up in a product.
What is Return on Investment (ROI)
This type of retailer by contrast, carry a wide variety of household and personal merchandise such as clothing and jewelry.
What is Department Store?
_________ is an umbrella term for marketing products interactively using newer media and the Internet.
What is Digital Marketing?
______ _______ ______ is the process of using social networking websites to engage potential customers and market and sell products to them by posting information that’s valuable to people.
What is Social Media Marketing?
The point where the total cost equals total revenue.
What is Breakeven Point?
These retailers are are stores that sell a variety of discount merchandise that consists of seconds, overruns, and the previous season’s stock other stores have liquidated.
What is Off-Price Retailer?
________ typically refer to financial support for events, venues, or experiences and provide the opportunity to target specific groups.
Making a site more visible so that it shows up at the top, or closer to the top, of the rankings is called ________ ________ ________.
What is Search Engine Optimization (SEO)
Refers to people's sensitivity to price changes, which affects the demand for a product.
What is Price Elasticity?
This strategy focuses on creating demand for a product among consumers so that businesses agree to sell the product.
What is Pull Strategy?
___________ includes information that an organization wants its public (customers, employees, stakeholders, general public) to know.
What is Public Relations (PR)?
_______ _______ is the most widely used digital analytics tool.
What is Google Analytics.
The price the seller expects to charge throughout the
product life cycle.
What is Everyday Low Prices?
A channel that includes one or more intermediaries—say, a wholesaler, distributor, or broker or agent.
What is indirect channel?
_______ _________ ________ is an approach designed to deliver a consistent message to a target market using different types of media such as TV, radio, magazines, the Internet, mobile phones, professional selling, and social media.
What is the term in the textbook/powerpoint where Firms don’t want to come across like they are just trying to hawk products and not being themselves.
What is Strive for Authenticity?
When you are meeting, or equal, competitors’ prices.
What is Maintaining the Status Quo?