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.
