Study sets matching "chapter 13 basic marketing"

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Study sets matching "chapter 13 basic marketing"

Basic Marketing Chapter 13
Promotion
Personal selling
mass selling
Advertising
Communicating information between the seller and potential bu…
direct spoken communication between sellers and potential cus…
Communicating with large numbers of potential customers at th…
Any paid form of nonpersonal presentation of ideas, goods, or…
Promotion
Communicating information between the seller and potential bu…
Personal selling
direct spoken communication between sellers and potential cus…
38 terms
Basic Marketing Chapter 13
Promotion
Personal selling
mass selling
Advertising
Communicating information between the seller and potential bu…
direct spoken communication between sellers and potential cus…
Communicating with large numbers of potential customers at th…
Any paid form of nonpersonal presentation of ideas, goods, or…
Promotion
Communicating information between the seller and potential bu…
Personal selling
direct spoken communication between sellers and potential cus…
6 terms
BASIC MARKETING--CHAPTER 13
Advertising
Publicity
Pushing
Pulling
Any paid form of nonpersonal presentation of ideas, goods, or…
Any unpaid from of nonpersonal presentation of ideas, goods,…
Means using normal promotion effort--personal selling, advert…
Means getting customers to ask intermediaries for the product.
Advertising
Any paid form of nonpersonal presentation of ideas, goods, or…
Publicity
Any unpaid from of nonpersonal presentation of ideas, goods,…
34 terms
Marketing Chapter 13 Vocabulary
Atmosphere
Automatic Vending
Buyer
Category Killers
The overall impression conveyed by a store's physical layout,…
The use of machines to offer goods for sale.
A department head who selects the merchandise for his or her…
Specialty discount stores that heavily dominate their narrow…
Atmosphere
The overall impression conveyed by a store's physical layout,…
Automatic Vending
The use of machines to offer goods for sale.
Chapter 13 Marketing
Market
Marketing
Distribution
Financing
a group of customers with similar wants and needs and have th…
process of creating, promoting, and presenting a product to m…
getting goods to customers.
getting the money necessary to set up and run the business. A…
Market
a group of customers with similar wants and needs and have th…
Marketing
process of creating, promoting, and presenting a product to m…
Chapter 13 Marketing Essentials
feature-benefit selling
physical features
referrals
rapport
Matching the characteristics of a product to a customer's nee…
Attributes that helps explain how a product is constructed an…
Names of other potential customers who might buy a similar pr…
A positive relationship - a connection between people.
feature-benefit selling
Matching the characteristics of a product to a customer's nee…
physical features
Attributes that helps explain how a product is constructed an…
Marketing Chapter 13
role conflict
missionary salesperson
trade salesperson
prospector
a situation in which someone faces competing expectations fro…
a salesperson who calls on people who make decisions about pr…
someone who calls on retailers and provides them assistance w…
a salesperson whose primary responsibility is prospecting, or…
role conflict
a situation in which someone faces competing expectations fro…
missionary salesperson
a salesperson who calls on people who make decisions about pr…
Marketing Chapter 13
Brand Equity
What four dimensions are Brand Equity…
Differentiation
Relevance
The set of assets and liabilities linked to a brand that add…
1. Differentiation 2. Relevance 3. Esteem 4. Knowledge
A brand's ability to stand apart from competitors
A real and perceived appropriateness of the brand to a big co…
Brand Equity
The set of assets and liabilities linked to a brand that add…
What four dimensions are Brand Equity…
1. Differentiation 2. Relevance 3. Esteem 4. Knowledge
19 terms
Marketing 120 - Chapter 13
communication gap
customer service
delivery gap
distributive fairness
A type of service gap; refers to the difference between the a…
Specifically refers to human or mechanical activities firms u…
A type of service gap; the difference between the firm's serv…
Pertains to a customer's perception of the benefits he or she…
communication gap
A type of service gap; refers to the difference between the a…
customer service
Specifically refers to human or mechanical activities firms u…
chapter 13 basic of electricity
define electric current
conductor
non - conductor
active electrode
Flow of electricity along a conductor.
A material that allows heat and electricity to pass through it.
Unable to conduct electricity (non-metals)
...
define electric current
Flow of electricity along a conductor.
conductor
A material that allows heat and electricity to pass through it.
Chapter 13 - Marketing
Break-even point
Channel of distribution
Demographics
Direct distribution
The point at which total revenues, or sales, equal total cost…
A pathway to direct products to consumers
Facts about the population
Distribution of goods or services from the producer directly…
Break-even point
The point at which total revenues, or sales, equal total cost…
Channel of distribution
A pathway to direct products to consumers
Marketing Chapter 13
Salesperson
Personal Selling
Role of the sales force
6 Steps of sales force management
Represents a company to customers by prospecting and communic…
Personal presentations by a sales force to make sales and bui…
Link the company with its customers and coordinate marketing…
Design a salesforce structure, recruiting and selecting sales…
Salesperson
Represents a company to customers by prospecting and communic…
Personal Selling
Personal presentations by a sales force to make sales and bui…
Chapter 13 - Marketing
Marketing
Marketing Concept
Customer Relationship Management (CRM)
Marketing Mix
The activity, set of institutions, and processes for creating…
A three-part business philosophy: (1) a customer orientation,…
The process of learning as much as possible about customers a…
The ingredients that go into a marketing program: product, pr…
Marketing
The activity, set of institutions, and processes for creating…
Marketing Concept
A three-part business philosophy: (1) a customer orientation,…
24 terms
Chapter 13 (marketing): Service Marketing
The growth and the importance of service
Characteristics of service
Intangibility
Inseparability of production and consu…
A service as an intangible product that invovles a deed, a pe…
It has 6 basic characteristics: intangibility, inseparability…
When there is an intangible product involved, there are fewer…
Another important characteristic of services that creates cha…
The growth and the importance of service
A service as an intangible product that invovles a deed, a pe…
Characteristics of service
It has 6 basic characteristics: intangibility, inseparability…
18 terms
Chapter 13 Marketing
after the approach
B2B
Greeting Approach
False
When should a salesperson determine a retail customer's needs…
Is it easier to determine a customer's personal interest in a…
Creates a positive atmosphere and lets the customer know the…
It is ok to ask a customer his/her height and weight in a ret…
after the approach
When should a salesperson determine a retail customer's needs…
B2B
Is it easier to determine a customer's personal interest in a…
22 terms
Chapter 13 - Marketing
market
marketing
aware
gender
A group of customers who share common wants and needs
The process of creating, promoting, and presenting a product…
Having or showing realization, perception, or knowledge
A sex, or the behavioral, cultural, or psychological traits t…
market
A group of customers who share common wants and needs
marketing
The process of creating, promoting, and presenting a product…
Marketing Essentials Chapter 13
Feature Benefit Selling
Product Features
Physical Features
Extended Product Features
matching the characteristics of a product to a customers need…
basic, physical, or extended attributes of the product or pur…
tangible attributes that help explain how a product is constr…
intangible attributes related to the sale of a product that c…
Feature Benefit Selling
matching the characteristics of a product to a customers need…
Product Features
basic, physical, or extended attributes of the product or pur…
98 terms
Marketing Chapter 13
multichannel promotional strategy
integrated marketing communication (IMC)
word-of-mouth communication
communication model
A marketing communication strategy where they combine traditi…
A strategic business process that marketers use to plan, deve…
When consumers provide information about products to other co…
The process whereby meaning is transferred from a source to a…
multichannel promotional strategy
A marketing communication strategy where they combine traditi…
integrated marketing communication (IMC)
A strategic business process that marketers use to plan, deve…
Marketing Chapter 13
price
value
value equation
value pricing
money or other considerations (including other products and s…
how much value consumers place on the benefits they receive f…
perceived benefits/price
practice of simultaneously increasing product and service ben…
price
money or other considerations (including other products and s…
value
how much value consumers place on the benefits they receive f…
8 terms
Vocabulary Basics Chapter 13
amazed
confident
donate
effort
surprised
sure
give
hard work
amazed
surprised
confident
sure
35 terms
Marketing - Chapter 13
adoption process
brand
Brand equity
brand extension
Stages consumers go through in learning about a new product,…
Name, term, sign, symbol, design, or some combination that id…
Added value that a respected, well-known brand name gives to…
Strategy of attaching a popular brand name to a new product i…
adoption process
Stages consumers go through in learning about a new product,…
brand
Name, term, sign, symbol, design, or some combination that id…
30 terms
Marketing Chapter 13
Personal selling
Salesperson
Sales force management
Territorial sales force structure
Personal presentations by the firm's sales force for the purp…
An individual who represents a company to customers by perfor…
Analyzing, planning, implementing, and controlling sales forc…
A sales force organization that assigns each salesperson to a…
Personal selling
Personal presentations by the firm's sales force for the purp…
Salesperson
An individual who represents a company to customers by perfor…
Marketing- Chapter 13
Marketing
Product
Place: Distribution Channels
Place: Product Placement
Process of creating value for customers and building relation…
Bundle of value that satisfies customer needs or wants
systems for moving goods and services from producers to consu…
The paid display or use of products in television shows, movi…
Marketing
Process of creating value for customers and building relation…
Product
Bundle of value that satisfies customer needs or wants
13 terms
Marketing Chapter 13
Retailing
Independent retailer
Corporate chain
Contractual systems
All activities involved in selling, renting and providing goo…
convenience, quality personal service
Multiple outlets... centralized decision making, bargaining powe…
Independently owned stores band together to act like a chain…
Retailing
All activities involved in selling, renting and providing goo…
Independent retailer
convenience, quality personal service
103 terms
Marketing Chapter 13
Integrated Marketing Communication (IMC)
Multichannel Promotional Strategy
Word of Mouth Communication
Communication Model
A strategic business process that marketers use to plan, deve…
A marketing communication strategy where they combine traditi…
When consumers provide information about products to other co…
The process whereby meaning is transferred from a source to a…
Integrated Marketing Communication (IMC)
A strategic business process that marketers use to plan, deve…
Multichannel Promotional Strategy
A marketing communication strategy where they combine traditi…
26 terms
Marketing Chapter 13
marketing channel
channel members
discrepancy of quantity
discrepancy of assortment
a set of interdependent organizations that eases the transfer…
all parties in the marketing channel who negotiate with one a…
the difference between the amount of product produced and the…
the lack of all the items a customer needs to receive full sa…
marketing channel
a set of interdependent organizations that eases the transfer…
channel members
all parties in the marketing channel who negotiate with one a…
Business Basics Chapter 13 (The Art and Science of Marketing)
Consumer ________ arise(s) from a gap…
________ utility is the benefit provid…
In addition to the exchange of value,…
Which of the following helps determine…
Needs
Place
Lasting Relationships
Utility
Consumer ________ arise(s) from a gap…
Needs
________ utility is the benefit provid…
Place
Chapter 13: Marketing: Helping Buyers Buy
Marketing
The Marketing Concept
Customer Relationship Management (CRM)
Product
The activities buyers and sellers perform to facilitate mutua…
A three-part business philosophy that includes customer orien…
The process of learning as much as possible about present cus…
Any physical good, service, or idea that satisfies a want or…
Marketing
The activities buyers and sellers perform to facilitate mutua…
The Marketing Concept
A three-part business philosophy that includes customer orien…
14 terms
Chapter 13 Marketing
market
marketing
relationship marketing
marketing mix
A group of buyers and sellers of a particular good or service
the activity, set of institutions, and processes for creating…
a strategy that focuses on keeping and improving relationship…
A unique blend of product, place, promotion, and pricing stra…
market
A group of buyers and sellers of a particular good or service
marketing
the activity, set of institutions, and processes for creating…
Marketing Chapter 13
Retailing
Form of ownership
level of service
merchandise line
All activities involved in selling, renting, and providing pr…
distinguishes retail outlets based on whether retailers, corp…
used to describe the degree of service provided to the customer
describes how many different types of products a store carrie…
Retailing
All activities involved in selling, renting, and providing pr…
Form of ownership
distinguishes retail outlets based on whether retailers, corp…
45 terms
CHAPTER 13: Retailing and Multichannel Marketing
retailing
four factors manufacturers consider wh…
1) choosing retail partners
channel structure
the set of business activities that add value to products and…
1) choosing retail partners ... 2) identifying types of retailer…
- how likely it is for certain retailers to carry their produ…
the level of difficulty a manufacturer has in getting retaile…
retailing
the set of business activities that add value to products and…
four factors manufacturers consider wh…
1) choosing retail partners ... 2) identifying types of retailer…
Marketing Chapter 13
supply chain
supply chain management
supply chain agility
supply chain integration
the connected chain of all of the business entities, both int…
a management system that coordinated and integrates all of th…
an operational strategy focused on inducing inventory velocit…
when multiple firms or business functions in a supply chain c…
supply chain
the connected chain of all of the business entities, both int…
supply chain management
a management system that coordinated and integrates all of th…
14 terms
Marketing Essentials - Chapter 13
service approach
greeting approach
merchandise approach
approaching the customer
the salesperson asks the customer if he or she needs assistan…
the salesperson simply welcomes the customer to the store
the salesperson makes a comment or asks questions about a pro…
greeting the customer face-to-face
service approach
the salesperson asks the customer if he or she needs assistan…
greeting approach
the salesperson simply welcomes the customer to the store
Vocabulary Basics Chapter 13
amazed
confident
donate
effort
surprised
sure
give
hard work
amazed
surprised
confident
sure
Marketing Chapter 13
Selling Point
Service Approach
Rational Motive
Cold Canvassing
Created by noting the function of a product feature and expla…
the salesperson asks the customer if he or she needs assistance
is a conscious, logical reason for purchase. (product dependa…
potential customers are selected at random
Selling Point
Created by noting the function of a product feature and expla…
Service Approach
the salesperson asks the customer if he or she needs assistance
19 terms
Marketing 360 Chapter 13
communication gap
customer service
delivery gap
distributive fairness
A type of service gap; refers to the difference between the a…
Specifically refers to human or mechanical activities firms u…
A type of <em>service gap;</em> the difference between the fi…
Pertains to a customer's perception of the benefits he or she…
communication gap
A type of service gap; refers to the difference between the a…
customer service
Specifically refers to human or mechanical activities firms u…
5 terms
Marketing 1 Chapter 13 Vocabulary
service approach method
greeting approach method
merchandise approach method
nonverbal communication
salesperson asks if the customer needs assistance
salesperson welcomes the customer to the store
salesperson makes a comment or ask questions about a product…
expression through body language (facial expressions, hand mo…
service approach method
salesperson asks if the customer needs assistance
greeting approach method
salesperson welcomes the customer to the store
16 terms
Marketing Vocab Chapter 13
Merchandising
Feature-benefit selling
Product features
Extended product features
coordinating sales and promotional plans with buying and pric…
matching the characteristics of a product to a customer's nee…
basic, physical, or extended attribute of a product or purchase
intangible attribute related to the sale of a product that cu…
Merchandising
coordinating sales and promotional plans with buying and pric…
Feature-benefit selling
matching the characteristics of a product to a customer's nee…
28 terms
Marketing Chapter 13
integrated marketing communication (IMC)
direct marketing
social media
television
a strategic business process that marketers use to plan, deve…
utilizing the models of marketing communication-- tactic used…
used in the many-to-many model which is based on consumers ta…
an example of medium on the communication model
integrated marketing communication (IMC)
a strategic business process that marketers use to plan, deve…
direct marketing
utilizing the models of marketing communication-- tactic used…
21 terms
Marketing Essentials Chapter 13
Merchandising
Feature Benefit Selling
Product Features
Physical Features
involves coordination of sales and promotional plans with buy…
matching the characteristics of a product to a customers need…
basic, physical, or extended attributes of the product or pur…
tangible attributes that help explain how a product is constr…
Merchandising
involves coordination of sales and promotional plans with buy…
Feature Benefit Selling
matching the characteristics of a product to a customers need…
6 terms
Marketing Chapter 13
Retailing
Retailer
Shopper Marketing
Showrooming
All the activities involved in selling goods or services dire…
A business whose sales come primarily from retailing
Focusing the entire marketing process on turning shoppers int…
The shopping practice of coming into retail store showrooms t…
Retailing
All the activities involved in selling goods or services dire…
Retailer
A business whose sales come primarily from retailing
Marketing chapter 13
Total benefits of distribution
Selecting channels
Types of channels
Types of distribution
Break bulk, provide assortment, hold inventory, offer service…
How do customers want to purchase it? Ideal market exposure?…
Direct, mixed, indirect
Intensive, selective, exclusive
Total benefits of distribution
Break bulk, provide assortment, hold inventory, offer service…
Selecting channels
How do customers want to purchase it? Ideal market exposure?…
Chapter 13 Marketing
Personal selling
Salesperson
Role of sales force
Sales force management
Peesknal presentations by the firms sales force for making sa…
Prospecting, communicating,selling,servicing,info gathering,…
Link between company and customers, coordinate marketing and…
Analyzing,planning,implementing, and controlling sales force…
Personal selling
Peesknal presentations by the firms sales force for making sa…
Salesperson
Prospecting, communicating,selling,servicing,info gathering,…
41 terms
Marketing Chapter 13
Price
Barter
Special fees and surcharges
Price equation
The money or other considerations (including other products a…
The practice of exchanging products and services for other pr…
Buyers are more willing to pay extra fees than a higher list…
All the factors that increase or decrease the final price of…
Price
The money or other considerations (including other products a…
Barter
The practice of exchanging products and services for other pr…
Marketing Chapter 13
self-service retailer
Limited Service Retailer
Full Service Retailer
Specialty Stores
a type of retail service where customers select their own pro…
The retailer offers some level of service to the consumer wit…
The retailer handles nearly all aspects of the purchasing pro…
Retailers that sells a specific product range, and associated…
self-service retailer
a type of retail service where customers select their own pro…
Limited Service Retailer
The retailer offers some level of service to the consumer wit…
marketing chapter 13
integrated marketing communication
multichannel promotional strategy
word-of-mouth communication
Communication model
a strategic business process that marketers use to plan, deve…
a marketing communication strategy where they combine traditi…
When consumers provide information about products to other co…
The process whereby meaning is transferred from a source to r…
integrated marketing communication
a strategic business process that marketers use to plan, deve…
multichannel promotional strategy
a marketing communication strategy where they combine traditi…
Marketing Chapter 13
Demand Curve *
Factors important in estimating demand…
Price (Factors important in estimating…
Consumer Tastes (Factors important in…
Shows the maximum number of products that consumers will buy…
Price ... Consumer Tastes... Price & Availability of competitive pr…
Price is a major factor in determining demand ... ... Price and de…
If product is consistent with consumer tastes demand will be…
Demand Curve *
Shows the maximum number of products that consumers will buy…
Factors important in estimating demand…
Price ... Consumer Tastes... Price & Availability of competitive pr…
Marketing Chapter 13
Brokers
Category Management
Manufacturer's Agents
Merchant Wholesalers
Independent firms or individuals whose principal function is…
Assigns a manager the responsibility for selecting all produc…
Work for several producers and carry noncompetitive, compleme…
Independently owned firms that take title to the merchandise…
Brokers
Independent firms or individuals whose principal function is…
Category Management
Assigns a manager the responsibility for selecting all produc…
Marketing Chapter 13
supermarket
convenience store
superstore
category killer
a large, low-cost, low margin, high volume, self service stor…
a small store located near a residential area that is open lo…
a store much larger than a regular supermarket that offers a…
a giant specialty store that carries a very deep assortment o…
supermarket
a large, low-cost, low margin, high volume, self service stor…
convenience store
a small store located near a residential area that is open lo…
Chapter13 Marketing
brand
Brand Loyalty measures in 3 stages
Brand recognition
brand preference
Name, term, sign, symbol, design, or some combination that id…
brand recognition... brand preference... and brand insistence.
Consumer awareness and identification of a brand.
Consumer choice of a product on the basis of a previous exper…
brand
Name, term, sign, symbol, design, or some combination that id…
Brand Loyalty measures in 3 stages
brand recognition... brand preference... and brand insistence.
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