Chapter 12

Industrial Distributers

Independent wholesalers that buy related product lines from many manufactures and sell them to industrial users.

Publicity

Information about a company or product that appears in the news media and is not directly paid for by the company.

Sales Promotion

Marketing events or sales efforts-not including advertising, personal selling, and public relations-that stimulate buying.

Marketing Intermediaries

Organizations that assist in moving goods and services from producers to end users.

Manufacturers' Representatives

Salespeople who represent noncompeting manufactures; function as independent agents rather than as salaried employees of the manufacturers.

Promotion

The attempt by marketers to inform, persuade, or remind consumers and industrial users to engage in the exchange process.

Sales Prospects

The companies and people who are most likely to buy a seller's offerings.

Distribution Channel

The series of marketing entities through which goods and services pass on their way from producers to end users.

Product Placement

a public relations strategy that involves getting a product, service, or company name to appear in a movie, television show, radio program, magazine, newspaper, video game, video or audio clip, book, or commercial for another product; on the internet; or at special events.

Distribution

Efficiently managing the acquisition of raw materials to the factory and the movement of products from the producer to industrial users and consumers.

Wholesalers

Firms that sell finished goods to retailers, manufacturers, and institutions.

Retailer

Firms that sell goods to consumers and to industrial users for their own consumption.

Brokers

Go-betweens that bring buyers and sellers together.

Agents

Sales representatives of manufacturers and wholesalers.

Reach

The number of of different target consumers who are exposed to a commercial at least once during a specific period, usually four weeks.

Prospecting

The process of looking for sales prospects.

Audience Selectivity

An advertising medium's ability to reach a precisely defined market.

Merchant Wholesalers

An institution that buys goods from manufacturers (takes ownership) and resells them to businesses, government agencies, other wholesalers, or retailers.

Public Relations

Any communication or activity designed to win goodwill or prestige for a company or person.

Personal Selling

A face-toface sales presentation to a prospective customer.

Manufacture

A producer; an organization that converts raw materials to finished products.

Advertising

Any paid form on nonpersonal presentation by an identified sponsor.

Advertising Media

the channels through which advertising is carried to prospective customers; includes newspapers, magazines, radio, television, outdoor advertising, direct mail, and the internet.