Term
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Definition
| Name, term, sign, symbol, or some combination that identifies the products of one firm while differentiating them from that of the competition |
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Term
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Definition
| Consumer awareness and identification of a brand |
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Term
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Definition
| Consumer reliance on previous experiences with a product to choose that item again |
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Term
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Definition
| Consumer refusal of alternatives and extensive search for desired merchandise |
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Term
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Definition
| Products characterized by plain labels, no advertising, and the absence of brand names |
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Term
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Definition
| Brand name owned by a manufacturer or other producer |
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Term
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Definition
| Brand offered by a wholesaler or retailer |
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Term
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Definition
| National brand sold exclusively by a retail chain |
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Term
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Definition
| Single brand name that identifies several related products |
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Term
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Definition
| Single brand that uniquely identifies a product |
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Term
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Definition
| Added value that a respected, well-known brand name gives to a product in the marketplace |
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Term
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Definition
| Marketer responsible for a single brand |
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Term
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Definition
| Product management system in which a category manager--with profit and loss responsibility--oversees a product line |
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Term
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Definition
| Part of a brand, consisting of letters, numbers, or words, that can be spoken and that identifies and distinguishes a firm's offerings from those of its competitors |
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Term
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Definition
| Symbol or pictorial design that distinguishes a product |
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Term
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Definition
| Brand for which the owner claims exclusive legal protection |
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Term
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Definition
| Visual Components that contribute to the overall look of a brand |
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Term
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Definition
| Branding component that carries an item's brand name or symbol, the name and address of the manufacturer or distributor, information about the product, and recommended uses |
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Term
| Universal Product Code (UPC) |
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Definition
| Numerical bar code system used to record product and price information |
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Term
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Definition
| Strategy of attaching a popular brand name to a new product in an unrelated product category |
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Term
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Definition
| Development of individual offerings that appeal to different market segments while remaining closely related to the existing product line |
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Term
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Definition
| Practice that expands a firm's exposure in the marketplace |
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Term
| Market Penetration Strategy |
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Definition
| Strategy that seeks to increase sales of exsisting products in existing markets |
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Term
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Definition
| Consumers' perceptions of a product's attributes, uses, quality, and advantages and disadvantages relative to competing brands |
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Term
| Market Development Strategy |
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Definition
| Strategy that concentrates on finding new markets for existibg products |
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Term
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Definition
| Introduction of new products into identifiable or established markets |
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Term
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Definition
| Developing entirely new products for new markets |
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Term
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Definition
| Loss of sales of an existing product due to competition from a new product in the same line |
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Term
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Definition
| People who purchase new products almost as soon as the products reach the market |
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Term
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Definition
| Process by which new goods or services are accepted in the marketplace |
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Term
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Definition
| Marketer responsible for an individual product or product line; also called a brand manager |
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Term
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Definition
| Method for subjecting a product idea to additional study before actual development by involving consumers through focus groups, surveys, in-store polling, and the like |
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Term
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Definition
| Responsibility of manufacturers and marketers for injuries and damages caused by their products |
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Term
| Marketing Intermediary (Middleman) |
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Definition
| Wholesaler or retailer that operates between producers and comsumers or business users |
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Term
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Definition
| Channel intermediary that takes title to the goods and it handles and then distributes these goods to retailers, other distributors, or business or B2B customers |
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Term
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Definition
| Marketing channel that moves goods directly from a producer to the business purchaser or ultimate user |
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Term
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Definition
| Strategy designed to establish direct sales contact between producer and final user |
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Term
| Manufacturers' Representative |
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Definition
| Agent wholesaling intermediary that represents manufaturers of related but noncompeting products and receives a commission on each sale |
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Term
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Definition
| Network that moves products to a firm's targer market through more than one marketing channel |
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Term
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Definition
| Channel designed to return goods to their producers |
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Term
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Definition
| Distribution of a product through all available channels |
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Term
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Definition
| Distribution of a product through a limited number of channels |
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Term
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Definition
| Distribution of a product through a single wholesaler or retailer in a specific geographic region |
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Term
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Definition
| Exclusive geographic selling region of a distributor |
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Term
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Definition
| Arrangement that requires a marketing intermediary to carry items other than those they want to sell |
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Term
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Definition
| Dominant and controlling member of a marketing channel |
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Term
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Definition
| Products manufactured abroad under license from a U.S. firm and then sold in the U.S. market in competition with what that firm's own domestic output |
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Term
| Vertical Marketing System (VMS) |
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Definition
| Planned channel system designed to improve distribution efficiency and cost effectiveness by integrating various functions throughout the distribution chain |
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Term
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Definition
| Process through which a firm attempts to control downstream distribution |
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Term
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Definition
| Process through which a manufacturer attempts to gain greater control over inputs in its production process, such as raw materials |
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Term
| Corporate Marketing System |
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Definition
| VMS in which a single owner operates the entire marketing channel |
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Term
| Administered Marketing System |
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Definition
| VMS that achieves channel coodination when a dominant channel member exercises its power |
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Term
| Contractual Marketing System |
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Definition
| VMS that coordinates channel activities through formal agreements among participants |
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Term
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Definition
| Group of retailers that establish a shared wholesaling operation to help them compete with chains |
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Term
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Definition
| Contractual arrangement in which a wholesaler or retailer agrees to meet the operating requirements of a manufacturer or other fanchiser |
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Term
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Definition
| Complete sequence of suppliers and activities that contribute to the creation and delivery of merchandise |
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Term
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Definition
| Controlling part of the supply chain that involves raw materials, inbound logistics, and warehouse and storage facilities |
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Term
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Definition
| Controlling part of the supply chain that involves finished product storage, outbound logistics, marketing and sales, and customer service |
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Term
| Radio-frequency Identification (RFID) |
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Definition
| Technology that uses a tiny chip with identification information that can be read by a scanner using radio waves from a distance |
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Term
| Enterprise Resource Planning (ERP) System |
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Definition
| Software system that consolidates data from among a firm's various business units |
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Term
| Third-party (contract) Logistics Firm |
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Definition
| Company that specializes in handling logistics activities for other firms |
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Term
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Definition
| Condition that results when individual operations achieve their objectives but intefere with progress toward broader organizational goals |
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Term
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Definition
| Businesses that provide transportation services as for-hire carriers to the general public |
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Term
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Definition
| Combination of transport modes, such as rail and highway carriers (piggyback), air and highway carriers (birdyback), and water to air carriers (fishyback), to improve customer service and achieve cost advantages |
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Term
| Vendor-Managed Inventory (VMI) |
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Definition
| Inventory management system in which the seller--based on an existing agreement with the buyer--determines how much of a product is needed |
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Term
| Materials Handling System |
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Definition
| Set of activities that move production inputs and other goods within plants, warehouses, and transportation terminals |
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Term
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Definition
| Process of combining serveral unitized loads into a single, well-prodected load for shipment |
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Term
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Definition
| Hypothesis that each new type of retailer gains a competitive foothold by offering lower prices than current suppliers charge; the result of reducing or eliminating services |
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Term
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Definition
| Offering within a product line such as a specific size of liquid detergent |
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Term
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Definition
| Amount a retailer adds to the cost of a product to determine its selling price |
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Term
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Definition
| Amount by which a retailer reduces the original selling price of a product |
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Term
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Definition
| Group of retail stores planned, coordinated, and marketed as a unit |
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Term
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Definition
| Combination of physical characteristics and amentities that contribute to a store's image |
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Term
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Definition
| Store that appeals to customers on accessible location, long hours, rapid checkout, and adequate parking |
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Term
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Definition
| Store that combines carefully defined product lines, services, and reputation to persuade shoppers to spend considerable effort there |
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Term
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Definition
| Retailer that offers a large assortment within a single product line or within a few related product lines |
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Term
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Definition
| Store offering huge selections and low prices in a single product line |
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Term
| General Merchandise Retailer |
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Definition
| Store that carries a wide variety of product lines, stocking all them in some depth |
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Term
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Definition
| Large store that handles a variety of merchandise, including clothing, household goods, appliances, and furniture |
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Term
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Definition
| Store that stocks a wider line of goods than a department store, usually without the same depthof assortment within each line |
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Term
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Definition
| Store that charges low prices but may not offer services such as credit |
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Term
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Definition
| Giant one-stop shopping facility offering wide selections of grocery items and general merchandise at discount prices, typically filling up 200,000 or more aquare feet of selling space |
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Term
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Definition
| Large store, usually smaller than a hypermarket, that combines groceries with discount store merchandise |
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Term
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Definition
| Situation in which similar merchandise is available from multiple retail outlets, resulting in the blurirng of distinctions between types of retailers and merchandies offered |
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Term
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Definition
| Retailing practice of combining dissimilar product lines to boost sales volume |
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Term
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Definition
| Channel intermediary that takes title to goods it handles and then distributes these goods to retailers, other distributors, or B2B customers |
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Term
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Definition
| Comprehensive term that describes wholesalers as well as agents and brokers |
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Term
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Definition
| Independently oened wholesaling intermediary that takes title to the goods it handles; also known as an industrial distributor in the business goods market |
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Term
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Definition
| Full-function merchant wholesaler that markets specialized lines of merchandise to retail stores |
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Term
| Truck Wholesaler (Truck Jobber) |
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Definition
| Limited-function merchant wholesaler that markets perishable food items |
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Term
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Definition
| Limited-function merchant wholesaler that accepts orders from customers and forwards these orders to producers, which then ship directly to the customers who placed the orders |
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Term
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Definition
| Limited-function merchant wholesaler that distributes catalogs instead of sending sales personnel to contact customers |
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Term
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Definition
| Agent wholesaling intermediary who takes possession of goods shipped to a central market for sale, acts as the producer's agent, and collects an agreed-upon fee at the time of the sale |
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Term
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Definition
| Agent wholesaling intermediary that does not take title to or possession of goods in the course of its promary function, which is to bring together buyers and sellers |
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Term
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Definition
| Agent wholesaling intermediary for the entire marketing program of a firm's product line |
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Term
| Manufacturers' Representative |
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Definition
| Agent wholesaling intermediary that represents manufacturers of related but noncompeting products and receives a commission on each sale |
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Term
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Definition
| Direct communications, other than personal sales contracts, between buyer and seller, designed to generate sales, information requests, ot store or Web site visits |
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Term
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Definition
| Source of the message communicated to the receiver |
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Term
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Definition
| Communication of information, advice, or a request by the sender to the receiver |
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Term
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Definition
| Steps through which an indiviual reaches a purchase decision: attention, interest, desire, and action |
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Term
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Definition
| Translating a message into understandable terms |
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Term
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Definition
| Receiver's interpretation of a message |
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Term
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Definition
| Receiver's response to a message |
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Term
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Definition
| Any stimulus that distracts a receiver from a receving message |
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Term
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Definition
| Medium through which a message is delievered |
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Term
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Definition
| Desire for a general product category |
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Term
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Definition
| Desire for a specific brand within a product category |
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Term
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Definition
| Occurs when consumers regard a firm's products as different in some way from those of competitors |
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Term
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Definition
| Subset of the marketing mix in which marketers attempt to achieve the optimal blending of the elements of personal and nonpersonal selling to achieve promotional objectives |
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Term
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Definition
| Interpersonal influence process involving a seller's promotional presentation conducted on a person-to-person basis with the buyer |
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Term
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Definition
| Promotion that includes advertising, product placement, sales promotion, direct marketing, public relations, and guerilla marketing--all conducted without being face-to-face with the buyer |
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Term
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Definition
| Paid, nonpersonal communication through various media about a business firm, not-for-profit organization, product, or idea by a sponsor identified in a message intended to inform or persuade members of a particular audience |
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Term
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Definition
| Form of promotion in which a marketer pays a motion picture or television program owner a fee to display a product prominently in the film or show |
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Term
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Definition
| Marketing activities other than personal selling, advertising, guerrilla marketing, and public relations that stimulate consumer purchasing and dealer effectiveness |
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Term
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Definition
| Sales promotion that appeals to marketing intermediaries rather than to consumers |
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Term
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Definition
| Direct communications, other than personal sales contacts, between buyer and seller, designed to generate sales, information requests, or stoer or Web site visits |
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Term
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Definition
| Firm's communication and relationship with its various publics |
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Term
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Definition
| Nonpersonal stimulation of demand for a good, service, place, idea, person, or organization by unpaid placement of significant news regarding the product in a print or broadcast medium |
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Term
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Definition
| Unconventional, innovative, and low-cost marketing techniques designed to get consumers' attention in unusual ways |
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Term
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Definition
| Attempt by a firm that is not an official sponsor of an event or activity to link itself to the event or activity |
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Term
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Definition
| Communications in the form of sales letters, postcards, brochures, catalogs, and the like conveying messages directly from the marketer to the customer |
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Term
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Definition
| Promotional presentation involving the use of the telephone on an outbound basis by salespeople or on an inbound basis by customers who initiate calls to obtain information and place orders |
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Term
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Definition
| Television direct marketing in which a variety of products are offered and consumers can order them directly by phone or online |
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Term
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Definition
| Paid 30-minute or longer product commercial that resembles a regular television program |
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Term
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Definition
| Promotional effort by the seller to stimulate final-user demand, which then exerts pressure on the distribution channel |
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Term
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Definition
| Promotional effort by the seller directed to members of the marketing channel rather than final users |
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Term
| Percentage-of-sales Method |
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Definition
| Method of promotional budgeting in which a dollar amount is based on a percentage of past or projected sales |
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Term
| Fixed-sum-per-unit Method |
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Definition
| Method of promotional budgeting in which a predetermined amount is allocated to each sales or production unit |
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Term
| Meeting Competition Method |
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Definition
| Method of promotional budgeting that simply matches competitors' outlays |
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Term
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Definition
| Development of a promotional budget based on evaluation of the firm's promotional objectives |
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Term
| Direct Sales Results Test |
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Definition
| Method for measuring promotional effectiveness based on the specific impact on sales revenues for each dollar of promotional spending |
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Term
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Definition
| Method for measuring promotional effectiveness by concentrating on quantifiable indicators of effectiveness such as recall and readership |
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Term
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Definition
| Measurement technique that relates the cost of an ad to every thousand people who view it |
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Term
| Cost Per Response (Click-through) |
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Definition
| Direct marketing technique that relates the cost of an ad to the number of people who click it |
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Term
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Definition
| Percentage of visitors to a Web site who make a purchase |
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Term
| Public Service Announcement (PSA) |
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Definition
| Advertisement aimed at achieving socially oriented objectives by focusing on causes and charitable organizations that are included in print and electronic media without charge |
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Term
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Definition
| Nonpersonal selling of a particular good or service |
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Term
| Institutional Advertising |
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Definition
| Promotion of a concept, an idea, a philosophy, or the goodwill of an industry, company, organization, person, geographic location, or government agency |
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Term
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Definition
| Promotion that seeks to develop initial demand for a good, service, organization, person, place, idea, or cause |
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Term
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Definition
| Promotion that attempts to increase demand for an existing good, service, organization, person, place, idea, or cause |
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Term
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Definition
| Advertising that reinforces previous promotional activity by keeping the name of a good, service, organization, person, place, idea, or cause before the public |
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Term
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Definition
| Strategy that emphasizes messages with direct or indirect promotional comparisons between competing brands |
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Term
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Definition
| Advertising by stores that sell goods or services directly to the consuming public |
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Term
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Definition
| Strategy in which a retailer shares advertising costs with a manufacturer or wholesaler |
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Term
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Definition
| Two-way promotional messages transmitted through communication channels that induce message recipients to participate actively in the promotional effort |
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Term
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Definition
| Series of different but related ads that use a single theme and appear in different media within a specified time period |
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Term
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Definition
| Strip messages placed in high-visability areas of frequently visited Web sites |
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Term
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Definition
| Setting the timing and sequence for a series of advertisements |
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Term
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Definition
| Firm whose marketing specialists help advertisers plan and prepare advertisements |
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Term
| Nonmarketing Public Relations |
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Definition
| Organizational messages about general management issues |
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Term
| Marketing Public Relations (MPR) |
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Definition
| Narrowly focused public relations activities that directly support marketing goals |
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Term
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Definition
| Nonpersonal stimulation of demand for a good, service, place, idea, person, or organization by unpaid placement of significant news regarding the product in a print or broadcast medium |
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Term
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Definition
| Promotional technique in which marketing partners share the cost of a promotional campaign that meets their mutual needs |
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Term
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Definition
| Advertising research that assesses how well a particular medium delivers an advertiser's message, where and when to place the advertisement, and the size of the audience |
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Term
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Definition
| Adveritsing research that tests consumer reactions to an advertisement's creative message |
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Term
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Definition
| Research that evaluates an ad during its development stage |
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Term
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Definition
| Research that assesses advertising effectiveness after it has appeared in a print or broadcast medium |
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Term
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Definition
| Methods of testing alternate ads by dividing a cable TV audience or a publication's subscribers in two, using two different ads, and then evaluating the relative effectiveness of each |
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Term
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Definition
| Techniques for collecting information about online Web site visitors in which small text files are automatically downloaded to a user's computer to gather such data as length of visit and the site visited next |
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Term
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Definition
| Exaggerated claims of a product's superiority, or the use of subjective or vague statements that may not be literally true |
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Term
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Definition
| Personal selling conducted in retail and some wholesale locations in which customers come to the sellers place of business |
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Term
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Definition
| Sales presentations made at prospective customers' locations on a face-to-face basis |
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Term
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Definition
| Personal selling that relies on lists of family members and friends of the salesperson, who organizes a gathering of potential customers for a demonstration of products |
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Term
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Definition
| Sales method in which sales personnel place phone calls to prospects and try to conclude the sale over the phone |
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Term
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Definition
| Sales method in which prospects call a seller to obtain information, make reservations, and purchase goods and services |
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Term
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Definition
| Selling by phone, mail, and electronic commerce |
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Term
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Definition
| Regular contacts between sales representative and customers over an extended period to establish a sustained buyer-seller relationship |
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Term
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Definition
| Meeting customer needs by listening to them, understanding their problems, paying attention to details, and following through after the sale |
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Term
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Definition
| Selling multiple, often unrelated, goods and services to the same customer based on knowledge of that customer's needs |
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Term
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Definition
| Selling situation in which several sales associates or other members of the organization are employed to help the lead sales representative reach all those who influence the purchase decision |
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Term
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Definition
| Network of strategic partners, suppliers, and others who recommend a firm's goods or services |
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Term
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Definition
| Selling, mostly at the wholesale and retail levels, that involves identifying customer needs, pointing them out to customers, and completing orders |
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Term
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Definition
| Personal selling in which a considerable degree of analytical decision making on the buyer's part results in the need for skillful proposals of solutions for the customer's needs |
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Term
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Definition
| Indirect selling method in which salespeople promote goodwill for the firm by educating customers and providing technical or operational assistance |
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Term
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Definition
| Programs that reward salespeople for superior performance |
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Term
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Definition
| Personal selling functin of identifying potential customers |
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Term
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Definition
| Determining a prospect's needs, income, and purchase authority as a potential customer |
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Term
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Definition
| Saleperson's initial contact with a prospective customer |
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Term
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Definition
| Use of information collected during the prospecting and qualifying stages of the sales process and during previous contacts with the prospect to tailor the approach and presentation to match the customer's needs |
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Term
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Definition
| Personal selling function of describing a products major features and relating them to a customer's problems or needs |
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Term
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Definition
| Contacting a prospect without a prior appointment |
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Term
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Definition
| Stage in the personal selling process in which the customer has the opportunity to try out or otherwise see how a good or service works before purchase |
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Term
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Definition
| Expression of sales resistance by the prospect |
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Term
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Definition
| Stage of the personal selling process in which the salesperson asks the customer to make a purchase decision |
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Term
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Definition
| Postsale activities that often determine whether an individual who has made a recent purchase will become a repeat customer |
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Term
| National Accounts Organization |
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Definition
| Promotional effort in which a dedicated sales team is assigned to a firm's major customers to provide sales and service needs |
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Term
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Definition
| Number of representatives who report to first-level sales managers |
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Term
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Definition
| Theory that motivation depends on an individual's expectations of his or her ability to perform a job and how that performance relates to attaining a desired reward |
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Term
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Definition
| Incentive compensation directly related to the sales or profits achieved by a salesperson |
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Term
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Definition
| Fixed compensation payment made periodically to an employee |
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Term
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Definition
| Level of expected sales for a territory, product, customer, or salesperson against which actual results are compared |
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Term
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Definition
| Marketing activities other than personal selling, advertising, and publicity that enhance consumer purchasing and dealer effectiveness |
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Term
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Definition
| Sales promotion technique that offers a discount on the purchase price of goods or services |
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Term
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Definition
| Cash given back to the consumers who send in proof of purchase for one or more products |
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Term
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Definition
| Free distribution of a product in an attempt to obtain future sales; process of selecting survey respondents or research participants |
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Term
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Definition
| Specifically packaged item that gives the purchaser a larger quantity at the regular price |
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Term
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Definition
| Item given free or at a reduced cost with purchases of other products |
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Term
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Definition
| Sales promotion technique that requires entrants to complete a task, such as solving a puzzle or answeing questions on a quiz, for the chance to win a prize |
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Term
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Definition
| Sales promotion technique in which prize winners are selected by chance |
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Term
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Definition
| Sales promotion technique that places the advertiser's name, address, and advertising message on useful articles that are then distributed to target consumers |
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Term
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Definition
| Sales promotion that appeals to marketing intermediaries rather than to consumers |
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Term
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Definition
| Financial incentive offered to wholesalers and retailers that purchase or promote specific products |
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Term
| Point-of-purchase (POP) Advertising |
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Definition
| Display or other promotion placed near the site of the actual buying decision |
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Term
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Definition
| Product exhibition organizaed by industry trade associates to showcase goods and services |
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Term
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Definition
| Cash reward paid to retail salespeople for every unit of a product they sell |
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