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86 terms

Chapter 14 Distributing and promoting products

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advertising
a paid nonpersonal message communicated to a select audience through a mass medium
advertising agency
an independent firm that plansproduces, and places advertising for its clients
agent
a middleman that expedites exchanges, represents a buyer or a seller, and often is hired permanently on a commission basis
automatic vending
the use of machines to dispense products
brand advertising
advertising that is used to sell a particular brand of product; same as selective-demand advertising
broker
a middleman that specializes in a particular commodity, represents either a buyer or a seller, and is likely to be hired on a temporary basis
buying allowance
a temporary price reduction to resellers for purchasing specified quantities of a product
captioned photograph
a picture accompanied by a brief explanation
carrier
a firm that offers transportation services
catalog marketing
marketing in which an organization provides a catalog from which customers make selections and place orders by mail or telephone
category killer
a very large specialty store that concentrates on a single product line and competes on the basis of low prices and product availability
chain retailer
a company that operates more than one retail outlet
channel of distribution
a sequence of marketing organizations that directs a product from the producer to the ultimate user; same as marketing channel
community shopping center
a planned shopping center that includes one or two department stores and some specialty stores, along with convenience stores
consumer sales promotion method
a sales promotion method designed to attract consumers to particular retail stores and to motivate them to purchase certain new or established products
convenience store
a small food store that sells a limited variety of products but remains open well beyond normal business hours
cooperative advertising
an arrangement whereby a manufacturer agrees to pay a certain amount of the retailer's media cost for advertising the manufacturer's product
coupon
reduces the retail price of a particular item by a stated amount at the time of purchase
creative selling
selling products to new customers and increasing sales to present customers
department store
a retail store that (1) employs 25 or more persons and (2) sells at least home furnishings, appliances, family apparel, and household linens and dry goods, each in a different part of the store
direct marketing
the use of computers, telephones, and nonpersonal media to show products to customers, who can then purchase them by mail, telephone, or online
direct selling
the marketing of products to ultimate consumers through face-to-face sales presentations at home or in the workplace
direct-response marketing
marketing that occurs when a retailer advertises a product and makes it available through mail or telephone orders
discount store
a self-service general merchandise outlet that sells products at lower-than-usual prices
exclusive distribution
the use of only a single retail outlet for a product in a large geographic area
feature article
a piece (of up to 3,000 words) prepared by an organization for inclusion in a particular publication
frequent-user incentive
a program developed to reward customers who engage in repeat (frequent) purchases
full-service wholesaler
a middleman that performs the entire range of wholesaler functions
functional middleman
a middleman that helps in the transfer of ownership of products, but does not take title to the products
general merchandise wholesaler
a middleman that deals in a wide variety of products
independent retailer
a firm that operation only one retail outlet
institutional advertising
advertising designed to enhance a firm's image or reputation
integrated marketing communications
coordination of promotion efforts for maximum informational and persuasive impact on customers
intensive distribution
the use of all available outlets for a product
inventory management
the process of managing inventories in such a way as to minimize inventory costs, including both holding costs and potential stock-out costs
lifestyle shopping center
an open air environment shopping center with upscale chain specialty stores
limited-line wholesaler
a middleman that stocks only a few product lines, but carries numerous product items within each line
limited-service wholesaler
a middleman that assumes responsibility for a few wholesale services only
marketing channel
a sequence of marketing organizations that directs a product from the producer to the ultimate user; same as channel of distribution
marketing intermediary
a marketing organization that links a producer and user within a marketing channel; same as middleman
materials handling
the actual physical handling of goods, in warehousing as well as during transportation
merchant middleman
a middleman that actually takes title to products by buying them
merchant wholesaler
a middleman that purchases goods in large quantities and then sells them to other wholesalers or retailers and to institutional, farm, government, professional, or industrial users
middleman
a marketing organization that links a producer and user within a marketing channel; same as marketing intermediary
missionary salesperson
a salesperson—generally employed by a manufacturer—who visits retailers to persuade them to buy the manufacturer's products
neighborhood shopping center
a planned shopping center consisting of several small convenience and specialty stores
news release
a typed page of about 300 words provided by an organization to the media as a form of publicity
nonstore retailing
a type of retailing whereby consumers purchase products without visiting a store
off-price retailer
a store that buys manufacturers' seconds, overruns, returns, and off-season merchandise for resale to consumers at deep discounts
online retailing
presenting and selling products through computer connections
order getter
a salesperson who is responsible for selling a firm's products to new customers and increasing sales to present customers
order processing
activities involved in receiving and filling customers' purchase orders
order taker
a salesperson who handles repeat sales in ways that maintain positive relationships with customers
personal selling
personal communication aimed at informing customers and persuading them to buy a firm's products
physical distribution
all those activities concerned with the efficient movement of products from the producer to the ultimate user
point-of-purchase display
promotional material placed within a retail store
premium
a gift that a producer offers the customer in return for buying its product
press conference
a meeting at which invited media personnel hear important news announcements and receive supplementary textual materials and photographs
primary-demand advertising
advertising whose purpose is to increase the demand for all brands of a product within a specific industry
promotion
communication about an organization and its products that is intended to inform, persuade, or remind target market members
promotion mix
the particular combination of promotion methods a firm uses to reach a target market
public relations
communication activities used to create and maintain favorable relations between an organization and various public groups, both internal and external
publicity
communication in news-story form about an organization, its products, or both
rebate
a return of part of the purchase price of a product
regional shopping center
a planned shopping center containing large department stores, numerous specialty stores, restaurants, movie theaters, and sometimes even hotels
retailer
a middleman that buys from producers or other middlemen and sells to consumers
sales promotion
the use of activities or materials as direct inducements to customers or salespersons
sales support personnel
employees who aid in selling but are more involved in locating prospects, educating customers, building goodwill for the firm, and providing follow-up service
sample
a free product given to customers to encourage trial
selective distribution
the use of only a portion of the available outlets for a product in each geographic area
selective-demand advertising
advertising that is used to sell a particular brand of product; same as brand advertising
specialty-line wholesaler
a middleman that carries a select group of products within a single line
supermarket
a large self-service store that sells primarily food and household products
superstore
a large retail store that carries not only food and nonfood products ordinarily found in supermarkets, but also additional product lines
supply-chain management
long-term partnership among channel members working together to create a distribution system that reduces inefficiencies, costs, and redundancies while creating a competitive advantage and satisfying customers
technical salesperson
a salesperson who assists a company's current customers in technical matters
telemarketing
the performance of marketing-related activities by telephone
television home shopping
selling in which products are displayed to television viewers, who can then order them by calling a toll-free number and paying by credit card
trade sales promotion method
a sales promotion method designed to encourage wholesalers and retailers to stock and actively promote a manufacturer's product
trade salesperson
a salesperson—generally employed by a food producer or processor—who assists customers in promoting products, especially in retail stores
trade show
an industry-wide exhibit at which many sellers display their products
traditional specialty store
a store that carries a narrow product mix with deep product lines
warehouse club
a large-scale members-only establishment that combines features of cash-and-carry wholesaling with discount retailing
warehouse showroom
a retail facility in a large, low-cost building with large on-premises inventories and minimal service
warehousing
the set of activities involved in receiving and storing goods and preparing them for reshipment
wholesaler
a middleman that sells products to other firms