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28 Cards in this Set
- Front
- Back
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What is a marketing channel and the channel members? |
-ways the product or service gets to the people -Manufacturer, Distrubitor, Retailer |
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Indirect vs Direct distribution |
Direct- Consumer (online: Etsy) Indirect- Brick & Mortar/Retail Store |
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What is Channel Power, Captain, Conflict |
Power- to delivery its product to market is typically composed of a number of parties that each add value to the product by bringing it closer to potential consumers. Captain- the individual or organization responsible for managing a particular distribution channel and overseeing channel partnerships. Conflict- occurs when manufacturers (brands) disintermediate their channel partners, such as distributors, retailers, dealers, and sales representatives, by selling their products directly to consumers through general marketing methods and/or over the Internet. |
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What is intensive distribution? |
from of distribution aimed at maximum market coverage |
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Selective Distribution |
achieved by screening dealers and retailers to elimnate all but a few in a single area |
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Exclusive Distribution |
entails only one or a few dealers within a given area |
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Compenents to a Marketing Strategy |
-4 P's Place Price Product Promotion -Target Market |
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Factors that Affect Channel Choice |
Market Factors Product Factors Producer Factors |
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Identify IMC |
Integrated Marketing Communication advertising, word of mouth...etc |
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Competetive Advantage Vs. Emotional Advantage |
competitive advantage-an advantage over competitors gained by offering consumers greater value Emotional Advantage- Emotional benefits are specifically attached to brands, their particular features, and advertising. |
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Types of Promotion |
advertising public relations sales promotion personal selling gorilla digital |
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what is gorilla marketing? |
innovative, unconventional, and low-cost marketing techniques aimed at obtaining maximum exposure for a product. |
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why does marekting care about channel of communication? |
to hear if what they are doing is helping get the message across to their target market |
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what are the goals of promotion? |
informing persuading reminding connecting |
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What is the AIDA model? |
attention interest desire action |
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factors that affect the AIDA model |
nature of product stages in the product life cycle target market characteristics type of buying decision available funds push and pull strategies |
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pioneering advertising |
intended to stimulate primary demand for a new product or product catergory |
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competitve advertising |
when a product enters the growth phase of the product life cycle and other companies begin to enter the market |
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instituional advertising |
safeguard against negative consumer attidudes and to enhance the companys credibility among consumers who already favor its position |
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comparative advertising |
directly or indirectly compares two or more competing brands on one or more specific attributes |
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USP |
Unique Selling Proposition |
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Why use sales promotion rather than mass marketing? |
Coupons and Rebates Contests and Sweepstakes Point-Of-Purchase |
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Process of Personal Selling |
1. Prospecting/Qualifying 2. Approach 3. Presentation 4. Demonstration 5. Handling Objectives 6. Closing 7. Follow Up |
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What is Price? |
that which is given up in an exchange to acquire a good or service. |
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what affects price? |
markup pricing break even pricing stages in the product life cycle competition, price matching, and customer loyalty |
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what are the pricing objectives? |
sales oreinted pricing objective status quo pricing objective profit oriented pricing objective |
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supply |
the quanity of a product that will be offered to the market by a supplier at various prices for a specified time |
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demand |
the quantity of a product that will be sold in the market at various prices for a specfied period |
