MKT 3210 Exam 4 Vocabulary
Chapter 11:
Physical distribution – the activities that move finished goods from manufacturer to
final customers, including order processing, warehousing, materials handling,
transportati
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MKT 3210 Exam 4 Vocabulary
Chapter 11:
Physical distribution – the activities that move finished goods from manufacturer to
final customers, including order processing, warehousing, materials handling,
transportation, and inventory control
Direct channel – a channel of distribution in which a manufacturer of a product or
creator of a service distributes directly to the end customer
Channel intermediaries – firms or individuals such as wholesalers, agents, brokers, or
retailer who help move a product from the producer to the consumer or business user.
And older term for intermediaries is middlemen
Breaking bulk – dividing larger quantities of goods into smaller lots in order to meet the
needs of buyers
Create assortments – to provide a variety of production one location to meet the needs
of buyers
Transportation and storage – occurs when retailers and other channel members move
the goods from the production point to other locations where they can hold them until
consumers want them
Facilitation functions – functions of channel intermediaries that make the purchase
process easier for customers and manufacturers
Risk-taking functions – the change retailers take on the loss of a product when they buy
a product from a manufacturer because the product sits on the shelf because no customers
want it
Communication and transaction functions – happens when channel members develop
and execute both promotional and other types of communication among members of the
channel
Disintermediation (of the channel distribution) – the elimination of some layers of the
channel distribution to cut cost and improve the efficiency of the channel
Knowledge management – a comprehensive approach to collecting, organizing, storing,
and retrieving a firm’s information assets
Intranet – an internal corporate communication network that uses Internet technology to
link company departments, employees, and databases
Online distribution piracy – the theft and unauthorized repurposing of intellectual
property via the internet
Wholesaling intermediaries – firms that handle the flow of products form the
manufacturer to the retailer or business user
Independent intermediaries – channel intermediaries that are not controlled by any
manufacturer but instead do business with many different manufactures and many
different customers
Merchant wholesalers – intermediaries that buy goods from manufactures and sell to
retailers and other B2B customers
Take title – to accept legal ownership of a product and assume the accompanying rights
and responsibilities of ownership Full-service merchant wholesalers – wholesales that provide a wide range of service for
the customers, including delivery, credit, product-use assistance, repairs, advertising, and
other promotional support
Limited-service merchant wholesalers – wholesalers that provide fewer services for
their customers
Merchandise agents or brokers – channel intermediaries that provide service in
exchange for commissions but never take title to the product
Channel levels – the number of distinct categories of intermediaries that make up a
channel of distribution
Dual or multiple distribution systems – a system where producers, dealers,
wholesalers, retailers, and customers participate in more than one type of channel
Hybrid marketing system – a marketing system that uses a number of different channels
and communication methods to serve a target market
Subscription boxes – new business model for distribution that supplies surprises by
sending out a box each month filled with items you never knew you wanted but you just
have to have
Slotting allowance – a fee paid in exchange for agreeing to place a manufacturer’s
products on a retailer’s valuable shelf space
Product diversion – the distribution of a product through one or more channels not
authorized for use by the manufacturer or the product
Diverter – an entity that facilitates the distribution of a product through one or more
channels not authorized for use by the manufacturer of the product
Distribution planning – the process of developing distribution objectives, evaluating
internal and external environmental influences on distribution, and choosing a
distribution strategy
Distribution intensity – the number of intermediaries at each level of the channel
Conventional marketing system – a multiple-level distribution channel in which
channel members work independently of one another
Vertical marketing system (VMS) – a channel of distribution in which there is formal
cooperation among members at the manufacturing, wholesaling, and retailing levels
Administered VMS – a vertical marketing system in which channel members remain
independent but voluntarily work together because of the power of a single channel
member
Corporate VMS – a vertical marketing system in which a single firm owns
manufacturing, wholesaling, and retailing operations
Contractual VMS – a vertical marketing system in which cooperation is enforced by
contracts that spell out each member’s rights and responsibilities and how they will
cooperate
Retailer cooperative – a group of retailers that establishes a wholesaling operation to
help them compete more effectively with the large chains
Franchise organizations – a contractual vertical marketing system that includes a
franchiser who allows an entrepreneur to use the franchise name and marketing plan for a
fee
Horizontal marketing system – an agreement within a channel of distribution in which
two or more firms at the same channel level work together for a common purpose Intensive distribution – selling a product through all suitable wholesalers or retailers
that are willing to stock and sell the product
Exclusive distribution – selling a product only through a single outlet in a particular
region
Gray market – a distribution channel in which a product’s sale to a customer may be
technically legal, but is set at a minimum considered inappropriate by the manufacturer of
the related product; often emerge around high-end luxury goods sold through exclusive
distribution
Selective distribution – distribution using fewer outlets than intensive distribution more
than elective distribution
Channel leader – the dominant firm that controls the channel
Channel power – the ability of one channel member to influence, control, and lead the
entire channel based on one or more sources of power
Channel cooperation – occurs when producers, wholesalers, and retailers depend on one
another for success
Channel conflict – incompatible goals, poor communication, and disagreement over
roles, responsibilities, and functions among firms at different levels of the same
distribution channel that may threaten a manufacturer’s distribution strategy
Logistics – the process of designing, managing, and improving the movement of products
through the supply chain
Reverse logistics – includes product returns, recycling and material reuse, and waste
disposal
Order processing – the series of activities that occurs between the time an order comes
into the organization and the time a product goes out the door
Enterprise resource planning (ERP) systems – a software system that integrates
information from across the entire company, including finance, order fulfillment,
manufacturing, and transportation, and then facilitates sharing of the data throughout the
firm
Warehousing – storing goods in anticipation of sale or transfer to another member of the
channel of distribution
Distribution center – a warehouse that stores goods for short periods of time and that
produces other functions such as breaking bulk
Materials handling – the moving of products into, within, and out of warehouses
Transportation – the mode by which the products move among channel members
Inventory control – activities to ensure that goods are always available to meet
consumers’ deadlines
Level loading – a manufacturing approach intended to balance the inventory holding
capabilities and production capacity constraints of a manufacturer for a particular product
through the implementation of a consistent production schedule, employed both during
and beyond periods of peak demand
Stock-outs – zero-inventory situations resulting in lost sales and customer dissatisfaction
Just in time (JIT) – inventory management and purchasing processes that manufacturers
and resellers use to reduce inventory to very low levels and ensure that deliveries from
suppliers arrive only when needed Supply chain – all the activities necessary to turn raw materials into a good or service
and put it in the hands of the consumer or business customer
Inventory turnover – the number of times a firm’s inventory completely cycles through
during a defined time frame
Supply chain management – the management of flows among firms and the supply
chain to maximize total profitability
Insourcing – a practice in which a company contracts with a specialist firm to handle all
or part of its supply chain operations
Chapter 12
Retailing – the final step in the distribution channel in which organizations sell goods
and services to consumers for their personal use
Wheel-of-retailing hypothesis – a theory that explains how retail firms change,
becoming more upscale as they go through their life cycle
Experimental merchandising – tactic whose intent is to convert shopping from a
passive activity into a more interactive one, but better engaging the customer
Destination retailer – firm that consumers view as a distinctive enough to become loyal
to it. Consumers go out of their way to shop there
Omnichannel marketing – a retail strategy that provides a seamless shopping
experience, whether the customer is shopping online from a desktop or mobile device, by
telephone or in a brick and mortar store
Point-of-sale system (POS) – retail computer system that collect sales data and are
hooked directly into the store’s inventory-control system
Perpetual inventory unit control system – retail computer system that keeps a running
total on sales, returns, transfers to other stores, and so on
Automatic reordering system – retail reordering system that is automatically activated
when inventories reach a certain level
Beacon marketing – a retail marketing strategy in which beacon devices are placed
strategically throughout a store and emit a Bluetooth signal to communicate with
shoppers as the browse through the store
Digital wallets – the use of Bluetooth that connects with customer smartphones and
allows customers to pay for items without cash or even swiping a credit card
Experiential shoppers – shoppers who shop because it satisfies their experiential needs,
that is, their desire for fun
Retailtainment – the use of retail strategies that enhance the shopping experience and
create excitement, impulse purchases, and an emotional connection with the brand
Shrinkage – losses experienced by retailers as a result of shoplifting, employee theft, and
damage to merchandise
Organized retail crime (ORC) – retail shoplifting by organized gangs of thieves that get
away with thousands of dollars in goods in a single day
Retail borrowing – the consumer practice of purchasing a product with the intent to
return the nondefective merchandise for a refund after it has fulfilled the purpose for
which it was purchased Consumer profiling – the act of tailoring the level of customer service based on a
customers’ perceived ability to pay
Service retailer – organization that offers consumers services rather than merchandise
Merchandise mix – the total set of all products offered for sale by a retailer, including all
product lines sold to all consumer groups
Combination stores – retailers that offer consumers food and general merchandise in the
same store
Supercenters – large combination stores that combine economy supermarkets with other
lower-priced merchandise
Merchandise assortment – the range of products a store sells
Merchandise breadth – the number of different product lines available
Merchandise depth – the variety of choices available for each specific product line
Convenience stores – neighborhood retailers that carry a limited number of frequently
purchased items and cater to consumers willing to pay a premium for the ease of buying
close to home
Supermarkets – food stores that carry a wide selection of edibles and related products
Box stores – food stores that have limited selection of items, few brands per item, and
few refrigerated items
Specialty stores – retailers that carry only a few product lines but offer good selection
within the lines that they sell
Category killer – a very large specialty store that carries a vast selection of products in
its category
Leased departments – departments within a larger retail store that an outside firm rents
Variety stores – stores that carry a variety of inexpensive items
General merchandise discount stores – retailers that offer a broad assortment of items
at low prices with minimal service
Off-price retailers – retailers that buy excess merchandise from well-known
manufacturers and pass the savings in to customers
Warehouse clubs – discount retailers that charge a modest membership fee to consumers
who buy a broad assortment of food and nonfood items in bulk and in a warehouse
environment
Factory outlet store – a discount retailer, owned by a manufacturer, that sells off
defective merchandise and excess inventory
Department stores – retailers that sell abroad range of items and offer a good selection
within each product line
Bifurcated retailing – with the decline of middle-of-the-market retailing, both mass
merchandising and niche retailing dominate the retail market
Hypermarkets – retailers with the characteristics of both warehouse stores and
supermarkets; hypermarkets are several times larger than other store and offer virtually
everything form grocery items to electronics
Pop-up stores – retail stores, such as Halloween costume stores, that pop up one day
then disappear after a period of one day to a few months
Nonstore retailing – any method used to complete an exchange with a product end user
that does not require a customer visit to the store
B2C ecommerce – online exchanged between companies and individual customers M-commerce – promotion al other ecommerce activities transmitted over mobile phones
and other mobile devices, such as smartphones and personal digital assistants
Virtual experiential marketing – an online marketing strategy that uses enhancements,
including colors, graphics, layout, and design, interactive videos, contests, games, and
giveaways, to engage experiential shoppers online
Shopping cart abandonment – occurs when ecommerce customers leave an ecommerce
site with unpurchased items in their cart
Direct selling – an interactive sales processing which a salesperson presents a product to
one individual or a small group takes orders, and delivers the merchandise
Green River Ordinances – community regulations that prohibit door-to-door selling
unless prior permission is given by the household
Party plan system – a sales technique that relies heavily on people getting caught up in
the group spirit, buying things they wouldn’t normally buy if they were alone
Multilevel or network marketing – a system in which a master distributor recruits other
people to become distributors, sells the company’s product to the recruits, and receives a
commission on all the merchandise sold by the people recruited
Pyramid schemes – an illegal sales technique that promises consumers or investors large
profits from recruiting others to join the program rather than from any real investment or
sale of goods to the public
Intangibles – experience-based products
Services – intangible products that are exchanged directly between the producer and the
customer
Intangibility – the characteristic of a service that means customers can’t see, touch, or
smell good service
Perishability – the characteristic of a service that makes it impossible to store for later
sale or consumption
Capacity management – the process by which organizations adjust their offerings in an
attempt to match demand
Variability – the characteristic of a service that means that even the same service
performed by the same individual for the same customer can vary
Service encounter – the actual interaction between the customer and the service provider
Disintermediation – the elimination of some layers of the channel of distribution to cut
costs and improve the efficiency of the channel
Servicescape – the actual physical facility where the service is performed, delivered, and
consumed
SERVQUAL – a multiple-item scale used to measure service quality across dimensions
of tangibles, reliability, responsiveness, assurance, and empathy
Gap analysis – a marketing research method that measures the difference between a
customer’s expectation of a service quality and what actually occurred
Place marketing – marketing activities that seek to attract new businesses, residents, or
visitors to a town, state, country, or some other site
Idea marketing – marketing activities that seek to gain market share for a concept,
philosophy, belief, or issue by using elements of the marketing mix to create or change a
target market’s attitude or behaviorChapter 13:
Integrated marketing communication (IMC) – a strategic business process that
marketers use to plan, develop, execute, and evaluate coordinated, measurable,
persuasive brand communication programs over time to targeted audiences
Multichannel promotion strategy – a marketing communication strategy where they
combine traditional advertising sales promotion, and public relations activities with
online buzz building activities
Word of mouth communication – when consumers provide information about products
to other consumers
Communication model – the process whereby meaning is transferred from a source to a
receiver
Source – an organization or individual that sends a message
Encoding – the process of translating an idea into a form of communication that will
convey meaning
Message – the communication in physical form that goes from a sender to a receiver
Medium – a communication vehicle through which a message is transmitted to a target
audience
Receiver – the organization or individual that intercepts and interprets the message
Decoding – the process by which a receiver assigns meaning to the message
Noise – anything that interferes with effective communication
Feedback – receivers’ reactions to the message
Promotion mix – the communication elements that the marketers controls
Mass communication – related to TV, radio, magazines, and newspapers
Hierarchy of effects – a series of steps prospective consumers move through, from initial
awareness of a product to brand loyalty
Top-down budgeting techniques – allocation of the promotion budge based on
management’s determination of the total amount to be devoted to marketing
communication
Percentage-of-sales method – a method for promotion budgeting that is based on a
certain percentage of either last year’s sales or estimates of the present year’s sales
Competitive-parity method – a promotion budgeting method in which an organization
matches whatever competitors are spending
Bottom-up budgeting techniques – allocation of the promotion budget based on
identifying promotion goals and allocating enough money to accomplish them
Objective-task method – a promotion budgeting method in which an organization first
defines the specific communication goals it hopes to achieve and then tries to calculate
what kind of promotion efforts it will take to meet their goals
Push strategy – the company tries to move its products through the channel by
convincing channel members to offer them
Pull strategy – the company tried to move its products through the channel by building
desire for the products among consumers, thus convincing retailers to respond to this
demand by stocking these items
Advertising – nonpersonal communication from an identified sponsor using the mass
media TV Everywhere (authenticated streaming) – the use of an internet-enabled device, like
a tablet or smartphone, to stream content from a cable or satellite provider
Product advertising – advertising messages that focus on a specific good or service
Institutional advertising – advertising messages that promote the activities, personality,
or point of view of an organization or company
Corporate advertising – advertising that promotes the company as a whole instead of a
firm’s individual products
Advocacy advertising – a type of public service advertising where an organization seeks
to influence public opinion on an issue because it has some stake in the outcome
Public service advertising (PSAs) – advertising run by the media for non-profit
organizations or to champion a particular cause without change
Retail and local advertising – advertising that informs consumers about store hours,
location, and products that are available or on sale
Advertising campaign – a coordinated, comprehensive plan that carries out promotion
objectives and results in a series of advertisements placed in media over a period of time
Limited-service agency – an agency that provides one or more specialized services such
as media buying or creative development
Full-service agency – an agency that provides most or all of the services needed to
mount a campaign, including research, creation of ad copy and art, media selection, and
production of the final messages
Account executive – a member of the account management department who supervises
the day-to-day activities of the account and is the primary liaison between the agency and
client
Account planner – a member of the account management department who combines
research and account strategy to act as the voice of the consumer in creating effective
advertising
Creative services – the agency people who dream up and produce the ads
Research and marketing services – the advertising agency department that collects and
analyzes information that will help account executives develop a sensible strategy and
assist creatives in getting consumer reactions to different versions of ads
Media planners – agency personnel who determine which communication vehicles are
the most effective and efficient to deliver the ad
Do-it-yourself ads (DIY ads) – product ads that are created by consumers
Corrective advertising – advertising that clarifies or quantifies previous deceptive
advertising campaigns
Puffery – claims made in advertising of product superiority that cannot be proven true or
untrue
Greenwashing – a practice in which companies promote their products as
environmentally friendly when in truth the brand provides little ecological benefit
Creative strategy – the process that turns a concept into an advertisement
Creative brief – a guidelines or blueprint for the marketing communication program that
guides the creative process
Advertising appeal – the central idea or theme of an advertising message
Unique selling proposition (USP) – an advertising appeal that focuses on one clear
reason why a particular product is superior Reminder advertising – advertising aimed at keeping the name of a brand in people’s
minds to be sure consumers purchase the product as necessary
Teaser ad or mystery ad – ads that generate curiosity and interest in a to-be-introduced
product by drawing attention to an upcoming ad campaign without mentioning the
product
Execution format – the basic structure of the message, such as comparison,
demonstration, testimonial, slice of life, and lifestyle
Comparative advertising – advertising that compares one brand with a second named
brand
Slice of life advertising – presents a dramatized scene from everyday life
Lifestyle advertising – show a person(s) attractive to the target market inn appealing
setting with the advertised product as part of the scene, implying that the person who
buys it will attain the lifestyle
Tonality – the mood or attitude the message conveys
Fear appeals – advertisements that highlight the negative consequences of not using a
product by either focusing on physical harm or social disapproval
Jingles – original words and music written specifically for advertising executions
Slogans – simple, memorable linguistic device linked to a brand
Pretesting – a research method that seeks to minimize mistakes by getting consumer
reactions to ad messages before they appear in the media
Media planning – the process of developing media objectives, strategies, and tactics for
use in an advertising campaign
Posttesting – research conducted on consumers’ responses to actual advertising messages
they have seen or heard
Unaided recall – a research technique conducted by telephone survey or personal
interview that asks whether a person remembers seeing an ad during a specified period
without giving the person the name of the brand
Aided recall – a research technique that uses clues to prompt answers from people about
advertisements they might have seen
Attitudinal measures – a research technique that probes a consumer’s beliefs or feelings
about a product before and after being exposed to messages about it
Branded entertainment – a form of advertising in which marketers integrate products
into entertainment venues
Advergaming – brand placements in video games
Native advertising – an execution strategy that mimics the content of the website where
the message appears
Support media – media such as directories or out-of-home media that may be used to
reach people who are not reached by mass-media advertising
Out-of-home media – communication media that reach people in public places
Digital signage – out-of-home media that use digital technology to change the message
at will
Place-based media – advertising media that transmit messages in public places where
certain types of people congregate
Digital media – media that are digital rather than analog, including websites, mobile or
cellular phones, and digital video Owned media – internet sites that are owned by an advertiser
Paid media – internet media that are paid for by an advertiser
Earned media – word-of-mouth or buzz using social media where the advertiser has no
control
Banners – internet advertising in the form of rectangular graphics at the top or bottom of
webpages
Buttons – small banner-type advertisements that can be placed anywhere on a webpage
Pop-up ad – an advertisement that appears on the screen while a web page load or after it
has loaded
Spam – the use of electronic media to send unsolicited messages in bulk
Permission marketing – email advertising in which online consumers have the
opportunity to accept or refuse the unsolicited email
Search engines – internet programs that search for documents with specified key words
Search marketing – marketing strategies that involve the use of internet search engines
Ad fraud – the use of automated browsers to falsify the number or views or clickthrough that the advertisers must pay for
Ad blocking – the use of powerful ad-blocking software created to stop ad fraud by
stripping ads from the website at the network level
Mobile hijacking – the use of automated browsers to falsify the number of views or
click-throughs the advertiser must pay for
Search engine marketing (SEM) – search marketing strategy in which marketers pay
for ads or better positioning
Sponsored search ads – paid ads that appear at the top or beside the internet search
engine results
Mobile advertising – a form of advertising that is communicated to the consumer via a
handset
Text message advertising – delivering ads to consumers as mobile phone text messages
Monetize – the act of turning an asset into money
In-app advertising – to monetize free mobile phone apps, developers use advertising to
create revenue and to engage the consumer
QR code advertising – uses smartphone GPS technology to deliver ads and other
information to consumers in stores and in other locations
Video sharing – uploading video recordings on to internet sites so that thousands or even
millions of other internet users can see them
Vlogs – video recording shared on the internet
Media schedule – the plan that specifies the exact media to use and when to use it
Reach – the percentage of the target market that will be exposed to the media vehicle
Frequency – the average number of times a person in the target group will be exposed to
the message
Gross rating points (GRPs) – a measure used for comparing the effectiveness of
different media vehicles; average reach x frequency
Cost per thousand (CPM) – a measure used to compare the relative cost effectiveness of
different media vehicles that have different exposure rates
Sales promotion – programs designed to build interest in or encourage purchase of a
product during a specified period Rebates – sales promotions that allow the customer to recover part of the product’s cost
from the manufacturer
Frequency programs – consumer sales promotion programs that offer a discount or free
product for multiple purchases over time
Premiums – items offered free to people who have purchased a product
Product sampling – distributing free trial-size versions of a product to consumers
Trade sales promotions – promotions that focus on members of the trade
Merchandising allowance – reimburses the retailer for in-store support of the product
Case allowance – a discount to the retailer or wholesalers based on the volume of
product ordered
Co-op advertising – a sales promotion where the manufacturer and the retailer share the
cost
Trade shows – events at which many companies set up elaborate exhibits to show their
products, give away samples, distribute product literature, and troll for new business
contacts
Promotional products – goodies such as mugs, t-shirts, and magnets given away to
build awareness for a sponsor
Point or purchase (POP) displays – in-store displays and signs
Push money – a bonus paid by a manufacturer to a sales person, customer, or distributor
for selling its product
Chapter 14:
Groundswell – a social trend in which people use technology to get the things they need
from each other rather than from traditional institutions like corporations
Social media – internet-based platforms that allow users to create their own content and
share it with others who access these sites
Social networks – online platforms that allow a user to represent himself or herself via a
profile on a website and provide and receive links to other members of the network to
share input about common interests
Brand community – a group of social network users who share an attachment to a
product or brand, interact with each other and share information about the brand
Twitter – a free microblogging service that lets users post short text message with a
maximum of 140 characters
Virtual worlds – online, highly engaging digital environments where avatars live and
interact with other avatars in real time
Avatars – graphic representations of users of virtual worlds
Virtual goods – digital products consumers buy for use in online contexts
Product review sites – social media sites that enable people to post stories about their
experience with goods and services
Location-based social networks – networks that integrate sophisticated GPS technology
that enables users to alert friends of their exact whereabouts via their mobile phones Augmented reality (AR) – a view of a physical, real worlds that is enhanced or altered
by computer-generated sounds, videos, graphic, or GPS data
Direct marketing – any direct communication to a consumer or business recipient
designed to generate response in the form of an order, a request for further information,
or a visit to a store or other place of business for purchase of a product
Catalog – a collection of products offered for sale in book form, usually consisting of
product descriptions accompanied by photos of items
Direct mail – a brochure or pamphlet that offers a specific good or service at one point in
time
Telemarketing – the use of the telephone to sell directly to consumers and business
customers
Direct-response advertising – a direct marketing approach that allows the consumer to
respond to a message by immediately contacting the provider to ask questions or order
the product
Direct-response TV (DRTV) – advertising on TV that seeks a direct response, including
short commercials of less than two minutes, 30-minute or longer infomercials, and home
shopping networks
Infomercials – half-hour or hour-long commercials that resemble a talk show but
actually are sales pitches
M-commerce – promotional and other e-commerce activities transmitted over mobile
phones and other mobile devices, such as smartphones and personal digital assistants
Personal selling – marketing communication by which a company representative
interacts directly with a customer or prospective customer to communicate about a good
or service
Partner relationship management (PRM) – similar to a CRM, the PRM system allows
both selling and buying firms to share some of their information
Voice-over internet protocol (VoIP) – communication systems that use data networks
to carry voice calls
Telecommute – working with fellow employees from a distant location using internet
communication technology such as VoIP
Virtual office – the use of internet technology to work and participate from a distant
physical office
Order taker – a salesperson whose primary function is to facilitate transactions that the
customer initiates
Technical specialist – a sales support person with a high level of technical expertise who
assists in product demonstrations
Missionary salesperson – a salesperson who promotes the firm and tries to simulate
demand for a product but does not actually complete a sale
New-business salesperson – the person responsible for finding new customers and
calling on them to present the company’s products
Order getter – a salesperson who works to develop long-term relationships with
particular customers or to generate new sales
Team selling – the sales function when handled by a team that may consist of a
salesperson, a technical specialist, and others Key account – a very large customer organization with the potential for providing
significant sales revenue
Cross-functional team – a form on selling team where the team includes individuals
from various areas of the firm
Multilevel selling – a form of team selling in which the team consists of company
personnel from various managerial levels, each calling on their counterpart in the
customer organization
Transactional selling – a form of personal selling that focuses on making an immediate
sale with little or no attempt to develop a relationship with the customer
Relationship selling – s form of personal selling that involves securing, developing, and
maintaining long-term relationships with profitable customers
Creative selling process – the process of seeking out potential customers, analyzing
needs, determining how product attributes might provide benefits for the customer, and
then communicating that information
Prospecting – a part of the selling process that includes identifying and developing a list
of potential or prospective customers
Preapproach – a part of the selling process that includes developing information about
prospective customers and planning the sales interview
Approach – the first step of the actual presentation in which the sales person tries to
learn more about the customer’s needs, create a good impression, and built rapport
Sales presentation – the part of the selling process in which the salesperson directly
communicates the value proposition to the customer and invites two-way communication
Close – the stage of the selling process in which the salesperson actually asks the
customer to buy the product
Follow-up – activities after the sale that provide important services to customers
Input measures – efforts that go into selling, such as the number and type of sales calls,
expense account management, and a variety of non-selling activities, such as customer
follow-up work
Output measures – the results of the salesperson’s efforts
Public relations (PR) – communication function that seeks to build good relationships
with an organization’s publics, including consumers, stockholders, and legislators
Publicity – unpaid communication about an organization that appears in the mass media
Crisis management – the process of managing a company’s reputation when some
negative event threatens the organization’s image
Public relations campaign – a coordinated to communicate with one or more of the
firm’s publics
Press release – information that an organization distributes to media intended to win
publicity
Video news release (VNR) – similar to a press release, an organization sends a report to
the media in a firm format
Internal PR – PR activities aimed at employees of an organization
Investor relations – PR activities such as annual and quarterly reports aimed at a firm’s
investors
Lobbying – talking with and providing information to government officials to influence
their activities relating to an organization Speech writing – writing a speech on a topic for a company executive to deliver
Corporate identity – materials such as logos, brochures, building design, and stationary
that communicate an image of the organization
Media relations – a PR activity aimed at developing close relationships with the media
Sponsorships – PR activities through which companies provide financial support to help
find an event in return for publicized recognition of the company’s contribution
Special events – activities that are planned and implemented by a PR department
Brand ambassadors – loyal customers of a brand recruited to communicate and be
salespeople with other consumers for a brand they care a great deal about
Guerrilla marketing – marketing activity in which a firm ambushes consumers with
promotional content in places they are not expecting to encounter this kind of activity
Ambient advertising – advertising placed where advertising isn’t normally or hasn’t
ever been seen
Buzz – word-of-mouth communication that customers view s authentic
Buzz marketing – marketing activities designed to create a conversation, excitement,
and enthusiasm, about a brand
Tryvertising – advertising by sampling that is designed to create buzz about a product
F-commerce – e-commerce that takes place on Facebook
Brand polarization – the gap between good buzz and bad buzz
Viral marketing – marketing activities that aim to increase brand awareness or sales by
consumers passing a message along to other consumers
Sock puppeting – a practice where a company executive or other biased source poses as
someone else to plug a product in social media
Paid influencer programs – another form of sock puppeting in which bloggers are paid
or rewarded in some way for attempting to start online conversations about a brand
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