Marketing 304
large retailers like walmart have enormous channel control due to their size and power. which type of channel arrangement does this represent
Administered VMS
most common type of contractural VMS
a franchise
channel level
a layer of intermediaries that performs some work in bringing the products and its ownership closer to find the final buyer
what is just in time logistics system
allows producers and retailers to carry small inventories to last for only a few days of operations
first step in marketing channel design
analyzing consumer needs
four steps to designing marketing channels in their correct order
analyzing consumer needs, setting channel objectives, identifying major channel alternatives, and evaluating the alternatives
deficient products
bad tasting and ineffective such as medicine
after presentation and demonstration step in sales process, salesperson should next
be prepared to handle objections
embrace ethical values
building relationships and enhancing consumer confidence in the integrity of marketing by affirming these core values, honesty, responsibility, fairness, respect, transparency, and citizenship
push strategy
companies who direct their promotional activities to channel members
consumer oriented
company should view and organize its marketing activities from the consumers point of view
strategic planning
considers future company needs
social marketing
considers the future welfare of consumers
vertical marketing system
consists of producers, wholesalers, and retailers acting as a unified system
sherwin williams sells paint through company owned retail stores. they have established
corporate VMS
two elements in developing advertising strategy
creating advertising messages and selecting advertising media
direct marketing
delivers a personalized and immediate message to a specific customer or customer community
common trade promotion tools
discounts, free goods, allowances, and free advertising specialty items
online marketers taking business from traditional brick and mortar retailers is an example of
disintermdiation
deceptive packaging
exaggerating package contents through subtle design, using misleading labeling
deceptive pricing
falsely advertising factory or wholesale prices or a large price reduction from phony high retail list price
social selling
fastest growing sales trend today
four elements of a compensation plan for salespeople
fixed amount, variable amount, expenses, and fringe benefits
horizontal channel conflict
ford dealer complaining that another Ford dealer is advertising in its territory
wheeler lea act
gave federal trade commission power to regulate unfair or deceptive acts or practices
objectives of trade promotions
generating business leads, stimulating purchases, rewarding customers, and motivating salespeople
pleasing products
give high immediate satisfaction but might hurt consumers in the long run
premium
goods offered free or at low cost as incentive to buy the product
supervision management
helping salespeople to work smart by doing the right things in the right ways is the goal of what
desirable products
high immediate satisfaction and high long run benefits such as tasty and nutritious breakfast food
marketing logistics includes
inbound logistics, outbound logistics, and reverse logistics
advertising objective used when introducing a new product
informative
producers of convenience products typically use
intensive distribution
three strategies to use to find number of channel members is
intensive, selective, and exclusive
food deserts
lack of supermarkets in low income areas
corporate identity materials
logos, stationery, brochures, signs, business forms, cards, buildings, uniforms, and company cars are all examples of
salutary products
low immediate appeal but might benefit consumers in the long run, bike helmets, insurance products
what is true about personal selling
many customers are unable to distinguish the salesperson from the company
why do marketers use channels and channel intermediaries
marketing channel members are able to transform the assortments of products made by producers into the assortments wanted by consumers
slice of life
message execution style shows one or more typical people using the product in a normal setting
deceptive promotion
misrepresenting the products features or performance or luring customers to the store for a bargain that is out of stock
length of a channel is indicated by
number of intermediary levels
conventional distribution channel
one or more independent producers, wholesalers, retailers, and consumers
advertising objective best suited for building selective demand
persuasive
promotional tools used in PR
press releases, sponsorships, events, and web pages
which statement is true regarding the selection of qualified channel members
producers vary in their ability to attract qualified marketing intermediaries
do no harm
promotes the idea of a code of ethics that calls on marketers to adopt an ethical norm
what technology could make the entire supply chain intelligent and automated
radio frequency identification
innovative marketing
requires that a company continuously seek real product and marketing improvements
foster trust in the marketing system
striving for good faith and fair dealing so as to contribute toward the efficacy of the exchange process as well as avoiding deception in product design, pricing, communication, and delivery or distribution
what channel partners in a company supply chain are upstream from a manufacturer or producer
suppliers
sense of mission marketing
the company should define its mission in broad social terms rather than narrow product terms
what is true about sales promotions
the growing use of sales promotion has resulted in promotion clutter
which of the following about PR is correct
the lines between PR and advertising are becoming more and more blurred
three advertising appeals are
to be meaningful, to be believable, and to be distinctive
goal of pull strategy
to build customer demand
goal of integrated marketing communications
to deliver clear, consistent, and compelling messages about the organization and its brands
reminder marketing
used for mature, well known brands
four major functions of marketing logistics
warehousing, inventory management, transportation, and logistics information management
four major functions of logistics
warehousing, inventory management, transportation, logistics information management
redlining
when major retailers draw a red ling around disadvantaged neighborhoods and avoiding putting stores there
