MKTG6162 Final Exam
Paid Media
marketing communication channels requiring that the marketer pay someone else for customer access
Owned Media
marketing communication channels that the marketer's organization has complete control over. The content created on an organization's website is an example of owned media.
Digital Advertising
the creation and execution of an advertisement via any form of digital media
Customer Communities
websites where customers come and share stories about their vendor experiences
Reward Power
A channel member's ability to coerce vendors by offering them incentives.
Legitimate Power
A channel member's ability to influence other members based on contracts or other formal agreements.
Referent Power
A channel member's ability to influence other members based on respect, admiration, or reverence.
Expert Power
A channel member's utilization of its unique competencies and knowledge to influence others in the channel.
Indirect Channel
A channel that contains one or more intermediary levels.
Direct Channel
A channel that has no intermediaries and operates strictly from product to end-user consumer or business user.
Supply Chain
A complex logistics network characterized by high levels of coordination and integration among its members
Franchise Organization
A contractual relationship between a franchisor, who is the grantor of the franchise, and the franchisee, who is the independent entity entering into an agreement to perform at the standards required by the franchisor.
Landing Page
A distinctive type of page on an organization's website designed for the sole purpose of getting a customer to take an action that increases the expected value of the customer to the organization.
Intensive Distribution
A distribution stategy designed to saturate every possible intermediary, especially retailers.
Selective Distribution
A distribution strategy in which goods are distributed only to a limited number of intermediaries.
Tying Contract
A formal requirement by the seller of an intermediary to purchase a supplementary product to qualify to purchase the primary product the intermediary wishes to buy.
Accumulating Bulk
A function performed by intermediaries that involves taking product from multiple sources and sorting it into different classifications for sales through the channel.
Retargeting
A method of displaying ads for a given product on different websites (not associated with the product) only after a customer has visited the website for the related product.
AIDA Model
A model designed to illustrate the hierarchy of effects in the context of customer response to marketing communications. It states that the effects build in this order: Attention (or awareness), Interest, Desire, and Action.
Microsites
A more focused site from a company's primary site that addresses specific topics such as new product introductions or targeted products within a large product.
Cost per Click
A set amount that a marketing manager pays each time a customer clicks on a link.
Cost per Impression
A set amount that a marketing manager pays each time a customer is exposed to the promotion.
Breaking Bulk
A shipping method used by manufacturers to better match quantities needed in terms of the space constraints and inventory turnover requirements of their buyers.
Enterprise Resource Planning (ERP) systems
A software application designed to integrate information related to logistics processes throughout the organization.
Partner Relationship Management (PRM) Strategies
A strategic alliance that includes connectivity of inventory, billing systems and market research among marketing channel members.
Omnichannel Retailing
A strategy utilizing a variety of channels in a customer's shopping experience, including research before a purchase. These channels include physical stores, online stores, mobile stores, mobile app stores, telephone sales, and any other method of transacting with a customer.
Channel of Distribution
A system of interdependent relationships among a set of organizations that facilitates the exchange process.
Personal Selling
A two-way communication process between salesperson and buyer with the goals of securing, building, and maintaining long-term relationships with profitable customers.
Branded Mobile Apps
A type of owned media that can effectively communicate with customers through offering numerous valuable functions and benefits that cause the customer to willingly decide to download the app.
Facilitating Functions
Activities that help fulfill completed transactions and also maintain the viability of the channel relationships.
In-App Ads
Ads displayed within mobile apps.
Display Ads
Ads put out by. companies for advertising on the internet that include banner ads and interstitials
Coercive Power
An explicit or implicit threat that a channel captain will invoke negative consequences on a channel member if it does not comply with the leader's request or expectations
Sales Promotion
An inducement for an end-user consumer to buy a product or for a salesperson or someone else in the channel to sell it.
Just-In-Time (JIT) inventory control system
An inventory management system designed to balance levels of overstock and stock-out in an effort to reduce warehousing costs.
Value Network
An overarching system of formal and informal relationships within which the firm participates to procure, transform, and enhance, and ultimately suppy its offerings in final form within a market space.
Electronic Commerce (e-commerce)
Any action that uses electronic media to communicate with customers; facilitate the inventory, exchange, and distribution of goods and services; or facilitate payment
Retailing
Any business activity that creates value in the delivery of goods and services to consumers for their personal, nonbusiness consumption and is an essential component of the supply chain.
Vertical Integration
Buying a controlling interest in other intermediaries.
Transportation and Storage
Commonly provided intermediary functions for producers that do not perform these functions themselves.
Promotional Strategies
Decisions about which combination of elements in the promotion mix is likely to best communicate the offering to the marketplace and achieve an acceptable ROI for the marketer.
Social Network Ads
Digital ads displayed on various forms of social media
Native Ads
Digital ads that are designed to fit the format and style of content that is offered through the website on which the ad is being displayed
Channel Conflict
Disagreements among channel members that can result in their relationship becoming strained or even falling apart.
Exclusive Distribution
Distribution strategy built on prestige, scarcity, and premium pricing in which a producer only distributes its products to one or very few vendors.
Slotting Allowance (Shelf fee)
Extra incentives paid to wholesalers or retailers by the manufacturer for placing a particular product into inventory.
Convenience Goods
Frequently purchased, relatively low-cost products for which customers have little interest in seeking new information about or considering other product options.
Impulse Goods
Goods whose sales rely on the consumer seeing the product, feeling an immediate want, and being able to purchase now.
Interstitials
Graphic, visually interesting internet advertisements that move across the web page.
Outsourcing (third-party logistics, 3PL)
Handing over one or more of its core internal functions, such as most or all of its supply chain activities, to other (third-party) comopanies that are experts in those areas allows the firm to better focus on its core business.
Agent Intermediaries
Intermediaries who do not take title to the product during the exchange process.
Merchant Intermediaries
Intermediaries who take title to the product during the exchange process.
Banner Ads
Internet advertisements that are small boxes containing graphics and text, and have a hyperlink embedded in them.
Market Makers
Online platforms connecting buyers and sellers within particular industries.
Social Networks
Online platforms that connect people through friendships, mutual interest, or some other characteristic.
Network Organization (Virtual Organization)
Organizations that eliminate many in-house business functions and activities in favor of focusing only on those aspects for which it is best equipped to add value.
Intermediaries
Organizations that play a role in the exchange process between producers and consumers.
Search Ads
Paid advertisements featured in Internet search engine results based on analysis of keywords entered in the search field.
Advertising
Paid form of relatively less personal marketing communications often through a mass medium to one or more target markets.
Shopping Goods
Products that require consumers to do research and compare across product dimensions like color, size, features, and price.
Digital and Social Media Marketing
Promotion through the use of digital technologies such as desktops, laptops, tablets, and smartphones that does not involve a salesperson, allowing customers to connect directly with a company. Also known as interactive marketing.
Pull Strategy
Promotional and distribution strategy in which the focus is on stimulating demand for an offering directly from the end user.
Push Strategy
Promotional and distribution strategy in which the focus is on stimulating demand within the channel of distribution
Push Strategy
Promotional and distribution strategy in which the focus is on stimulating demand within the channel of distribution.
Promotional Campaign
Promotional expenditures for a particular creative execution aimed at a particular product or product line during a specified time period.
Earned Media
Refers to the case where either a customer or a commercial entity (such as a news media organization) chooses to act as a marketing communication channel for the dissemination of information associated with the marketer's organization at no cost.
M-Commerce
Sales generated from a mobile device
Blog
Serves as a repository of content that an organization creates to provide information of interest to customers in the form of blog posts, which can be one or more paragraphs in length and written to stand on their own or be thematically connected to other posts.
Public Relations (PR)
Systematic approach to influencing attitudes, opinions, and behaviors of customers and others.
Website Stickiness
The ability of a website to initially attract a large number of visitors, entice them to hang around longer than usual, and increase their likelihood of returning in the future.
Internal Marketing
The application of marketing concepts and strategies inside an organization
Contractual VMS
The binding of otherwise independent entities in the vertical marketing system legally through contractual agreements.
Retailer Cooperative
The binding of retailers across a variety of product categories to gain cost and operating economies of scale in the channel.
Value Co-Creation
The combining of capabilities among members of a value network to create value.
Channel Power
The degree to which any member of a marketing channel can exercise influence over the other members of the channel.
Promotion Mix
The elements of promotion, including advertising, sales promotion, public relations (PR), personal selling, direct marketing, and interactive marketing.
Physical Distribution (logistics)
The integrated process of moving input materials to the producer, in-process inventory through the firm, and finished goods out of the firm through the channel of distribution
Corporate VMS
The investment of a channel member in backward or forward vertical integration by buying controlling interests in other intermediaries.
Channel Captain (Channel Leader)
The lead player in an administered vertical marketing system (VMS).
Mobile Marketing
The marketing of value offerings through a mobile communication device.
Digital Marketing
The marketing of value offerings through the use of digital technologies (for example, desktops, laptops, tablets, and smartphones).
Distribution intensity
The number of intermediaries involved in distributing the product.
Materials Requirement Planning (MRP)
The overall management of the inbound materials from suppliers to facilitate minimal production delays
Outbound Logistics
The process of a product's movement from production by the manufacturer to purchase by the end-user consumer
Creating Assortments
The process of accumulating products from several sources to then make those products available down the channel as a convenient assortment for consumers.
Sorting
The process of classifying products for sale through different channels
Reducing Transactions
The process of lowering the number of purchasing transactions carried out by a firm by utilizing the services of intermediaries.
Supply Chain Management
The process of managing the aspects of the supply chain
Reverse Logistics
The process of moving goods back to the manufacturer or intermediary after purchase.
Inbound Logistics
The process of sourcing materials and knowledge inputs from external suppliers to the point at which production begins.
Search Engine Optimization (SEO)
The set of different actions that can be undertaken by an organization to positively influence the placement of their digital assets (i.e. website) in relevant search engine results.
Disintermediation
The shortening or collapsing of marketing channels due to the elimination of one or more intermediaries.
Geolocation Marketing
The use of geographic data to drive marketing messaging and other marketing decisions.
Promotion
Various forms of communication to inform, persuade, or remind.
Vertical Marketing System (VMS)
Vertically aligned networks behaving and performing as a unified system.
Exclusive Dealing
When a supplier creates a restrictive agreement that prohibits intermediaries that handle its product from selling competing firms' products.
Stock-Out
When an item is not in stock
Wholesaler Cooperative
When retailers contract for varying degrees of exclusive dealings with a particular wholesaler.
Administered VMS
When the channel control of a vertical marketing system is determined by the size and power of one of its channel members.
