Entre Chapter 6: Distribution, Promotion, Selling

Distribution

Component of the marketing mix that involves the locations and methods used to make products available to consumers.

Personal Selling

Direct communication between a prospective buyer and a sales representative.

Service Businesses

Electricians, Restaurant Owners, and Lawyers.

Self-Promotion

Includes activities such as giving away t-shirts, hats, and supplies.

Physical Distribution

Includes transportation, storage, handling, and packaging of products.

Direct Channel

Moves the product directly from the manufacturer to the consumer.

Intermediaries

People or businesses that move products between the manufacturer and the consumer.

Product Features

Physical characteristics of a product or service.

Emotional Buying Decisions

Purchase decisions based on the desire to have a specific product or service.

Rational Buying Decisions

Purchase decisions based on the logical reasoning of customers.

Retailer

Purchases goods from either a manufacturer or wholesaler to sell to consumers.

Wholesaler

Purchases goods in larger quantities to sell to either consumers or retailers.

Channels of Distribution

Routes that products and services take from the time they are produced to the time they are consumed.

Public Relations

The act of establishing a favorable relationship with customers and the general public.

Cost per Action

The charge to the advertiser is based on a consumer action: purchasing, completing a form, registering.

Cost per Click

The charge to the advertiser is based on consumers clicking on the ad.

Cost per Mil

The charge to the advertiser is based on exposure.

Indirect Channel

Uses intermediaries that move products between the manufacturer and the consumer.

Telemarketing

Using the phone to market your product or service.

Sales Promotion

An incentive offered to customers in order to increase sales.

Trick Banner

A banner ad that looks like a dialog box with buttons (can appear to be an error message).

Banner Ad

A graphic image or animation displayed within a box across the top or down the side of a web page.

Pop-Up Ad

A new window that opens in front of the current one, displaying an advertisement.

Publicity

A nonpaid form of communication that calls attention to your business through media coverage.

Advertising

A paid form of communication sent out by a business about a product or service.

Rebate

A refund offered to people who purchase a product.

Press Release

A written statement meant to inform the media of an event or product.

Product Benefits

Advantages that could result from using the product or service.

Wallpaper Ad

An ad which changes the background of the page being viewed.

Floating Ad

An ad which moves across the screen of a web page.