DSM Chapter 10, 12, 13

A _________________________________ coordinates successive stages of production and distribution through the size and power of one of the parties.

Administered Vertical Marketing System

_______________________________ is creating, inspiring, and sharing brand messages and conversations with and among consumers across a fluid mix of paid, owned, earned, and shared channels.

Brand Content Management

Which of the following statements is true regarding marketing channels and channel​ intermediaries? A.Distribution channel decisions involve only​ short-term commitments to other firms. B.Distribution systems cannot be used to give a company a competitive advantage. C.Very few producers use marketing channel intermediaries. D.Using marketing channel intermediaries means producers give up some control over how and to whom they sell their products. E.Marketing channel decisions have no effect on other marketing decisions.

D.Using marketing channel intermediaries means producers give up some control over how and to whom they sell their products.

Which of the following statements is true regarding channel​ organization? A. Channel organization is always based on formal interactions guided by strong organizational structures. B. Once a channel is organized and​ set, it rarely changes. C. Channel members should act alone in their own​ short-run best interests before considering the interests of other channel members. D. In a​ well-organized channel, conflicts rarely occur. E. Channel members are dependent on each other for the overall success of the channel.

E. Channel members are dependent on each other for the overall success of the channel.

Which of the following statements is true regarding the selection of qualified channel​ members? A. Firms select only qualified channel members in their immediate geographical area. B. Established brands have no trouble finding and keeping qualified channel members. C. To find and select qualified channel​ members, firms simply refer to a national online database. D. Selecting qualified channel members is largely controlled by government regulation. E. Producers vary in their ability to attract qualified marketing intermediaries.

E. Producers vary in their ability to attract qualified marketing intermediaries.

________________________ is building and maintaining national or local community relationships.

Public Affairs

What is a direct marketing channel?

a marketing channel that has no intermediary level

When channel functions are shifted to​ intermediaries, the intermediaries must charge more to cover the costs of their work. In dividing the work of the​ channel, the various functions should be assigned to the channel members who can what?

add the most value for the cost

In developing _______________________________ and​ programs, the company must make decisions​ regarding: 1. organization of the advertising​ function; and 2. adaptation of advertising strategies and programs to the complexities of international markets.

advertising strategies

Product Publicity (definition)

an activity of public relations that involves the publicizing of specific products.

What is a third-party logistics provider?

an independent logistics provider that performs any or all of the functions required to get a client's product to market

Advertising (definition)

any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor

Integrated marketing communications must deliver company and brand messages that are​ what?

clear, consistent, and compelling

What are the three major types of VMS?

corporate, contractual, and administered (VMS's)

Press relations is a function in which companies _______________________________

create and place newsworthy information in the news media to attract attention to a person, product, or service

What does the Fantasy style show/create?

creates a fantasy around the product or its use

Advertising Strategy consists of what two major elements?

creating advertising messages and selecting advertising messages.

What is Brand Content Management?

creating, inspiring, and sharing brand messages and conversations with and among consumers across a fluid mix of paid, owned, earned, and shared channels.

A ______________________________ uses a single firm to set up two or more marketing channels to reach one or more customer segments

multichannel distribution system

What does the Slice of Life Style show?

one or more typical people using the product in a normal setting

Most companies today see their intermediaries as​ first-line customers and focus on​ ______________________ to forge​ long-term relationships with channel members.

partner relationship management

Musical Style shows what?

people or cartoon characters singing about the product

The _________________________ is setting the promotion budget at a certain percentage of current or forecasted sales or as a percentage of the unit sales price

percentage of sales method

Personal Selling (definition)

personal presentation by the firm's sales force for the purpose of making sales and building customer relationships

A ______________________ is a promotion strategy that calls for spending a lot on consumer advertising and promotion to induce final consumers to buy the product, creating a demand vacuum that vacuums the product through the channel.

pull strategy

A ______________________ is a promotion strategy that calls for using the sales force and trade promotion to move the product through channels. The producer promotes the product to channel members, which in turn promote it to final consumers.

push strategy

What is the Percentage-of-Sales method?

setting the promotion budget at a certain percentage of current or forecasted sales or as a percentage of the unit sales price

What is the affordable method?

setting the promotion budget at the level management thinks the company can afford

What is the Competitive Parity Method?

setting the promotion budget to match competitors' outlays

The _________________________ shows one or more typical people using the product in a normal setting

slice of life style

Intensive Distribution (definition)

stocking the product in as many outlets as possible

A layer of intermediaries that performs some of the work in bringing the product and its ownership closer to the final buyer is considered to be what?

the Channel Level

What are the five promotion mix tools used by marketers to communicate customer​ value?

​Advertising, public​ relations, personal​ selling, sales​ promotion, and direct and digital marketing

What are the four steps to designing marketing channels in their correct​ order?

Analyzing consumer​ needs, setting channel​ objectives, identifying major channel​ alternatives, and evaluating the alternatives.

A _________________________________ consists of independent firms at different levels of production and distribution joining together through contracts.

Contractual Vertical Marketing System

Analyzing consumer​ needs, setting channel​ objectives, identifying major channel​ alternatives, and evaluating the alternatives are the four steps to what?

Designing Marketing Channels

The cutting out of marketing channel intermediaries by product or service producers or the displacement of traditional resellers by radical new types of intermediaries is called what?

Disintermediation

A _________________________________ is a channel arrangement in which two or more companies at one level join together to follow a new marketing opportunity.

Horizontal Marketing System

___________________________________ is the logistics concept that emphasizes teamwork—both inside the company and among all the marketing channel organizations—to maximize the performance of the entire distribution system.

Integrated Logistics Management

Selecting, managing, and motivating individual channel members and evaluating their performance over time is what?

Marketing Channel Management

Warehousing, inventory​ management, transportation, and logistics information management are the Four major functions of what?

Marketing Logistics

___________________________________ is planning, implementing, and controlling the physical flow of materials, final goods, and related information from points of origin to points of consumption to meet customers' requirements at a profit.

Marketing Logistics

________________________ is a function in which companies create and place newsworthy information in the new media to attract attention to a person, product, or service.

Press Relations

__________________________ is building good relations with the company's various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events.

Public Relations

​______________________________ is used by companies to build good relations with​ consumers, investors, the​ media, and their communities.

Public Relations

What are the four important decisions made when developing an advertising​ program? (IN ORDER)

Setting advertising​ objectives, setting the advertising​ budget, developing advertising​ strategy, and evaluating advertising effectiveness

___________________________________ is managing upstream and downstream value-added flows of materials, final goods, and related information among suppliers, the company, resellers, and final consumers.

Supply Chain Management

A _________________________________ is a channel structure in which producers, wholesalers, and retailers act as a unified system. One channel member owns the others, has contracts with them, or has so much power that they all cooperate.

Vertical Marketing System

When one channel member owns the others, has contracts with them, or has so much power that they all cooperate it is considered what kind of marketing system?

Vertical Marketing System

What are the four major functions of Marketing​ Logistics?

Warehousing, inventory​ management, transportation, and logistics information management

Press Relations (definition)

a function in which companies create and place newsworthy information in the new media to attract attention to a person, product, or service.

Channel Level (definition)

a layer of intermediaries that performs some of the work in bringing the product and its ownership closer to the final buyer.

A set of interdependent organizations that help make a product or service available for use or consumption by the consumer or business user is the definition for what?

a marketing channel

What is a Marketing Channel?

a set of interdependent organizations that help make a product or service available for use or consumption by the consumer or business user.

Sales Promotion (definition)

a short-term incentive to encourage the purchase or sale of a product or service

When assigning functions to channel​ members, it is important for producers to​ do what?

assign functions to the channel members that can add the most value for the cost

In this digital​ age, the lines between​ advertising, public​ relations, and other content are becoming more what?

blurred

Public Affairs (definition)

building and maintaining national or local community relationships

Lobbying (definition)

building and maintaining relationships with legislators and government officials to influence legislation and regulation.

What does the mood or image style meant to do?

builds a mood or image around the product or service, such as beauty, love, intrigue, or serenity.

The _________________________ is setting the promotion budget to match competitors' outlays.

competitive parity method

A ____________________________________________ channel consists of one or more independent producers, wholesalers, and retailers, each a separate business seeking to maximize its own profits, perhaps even at the expense of profits for the system as a whole.

conventional distribution (channel)

Direct Marketing (definition)

direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships.

Exclusive Distribution (definition)

giving a limited number of dealers the exclusive right to distribute the company's products in their territories

What does the Lifestyle style show?

how a product fits in with a particular lifestyle

Marketing Logistics involves what 3 types of Logistics?

inbound​ logistics, outbound​ logistics, and reverse logistics.

What does a Contractual Vertical Marketing System consist of?

independent firms at different levels of production and distribution joining together through contracts.

An __________________________ is a marketing channel containing of one or more intermediary levels

indirect marketing channel

Under the concept of __________________________________________________, the company carefully integrates its many communication channels to deliver a​ clear, consistent, and compelling message about the organization and its brands.

integrated marketing communications​ (IMC)

The _________________________ is developing the promotion budget by 1) defining specific promotion objectives, 2) determining the tasks needed to achieve these objectives, and 3) estimating the costs of performing these tasks. The sum of these costs is the proposed promotion budget.

objective and task method

In developing advertising​ strategies, marketers must make decisions regarding what?

organizing the advertising​ function and adaptation to international markets

What is Marketing Channel Management?

selecting, managing, and motivating individual channel members and evaluating their performance over time.

Disintermediation (definition)

the cutting out of marketing channel intermediaries by product or service producers or the displacement of traditional resellers by radical new types of intermediaries.

Advertising Strategy (definition)

the strategy by which the company accomplishes its advertising objectives

Selective distribution (definition)

the use of more than one but fewer than all of the intermediaries who are willing carry the company's products.

A ________________________________ performs any or all of the functions required to get a client's product to market.

third party logistics provider

Multichannel Distribution System (definition)

uses a single firm to set up two or more marketing channels to reach one or more customer segments.