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runs steadily throughout the year and therefore is suited to products and services that
are consumed continually at relatively steady rates and that require a steady level of
persuasive or reminder advertising
continuous advertising
independent firms at different levels of the supply chain join together through contracts
to obtain economies of scale and coordination and to reduce conflict
contractual marketing channel
equals the price less the variable cost per unit. variable used to determine the
break-even point in units
contribution per unit
those for which the consumer is not willing to spend any effort to evaluate prior to
purchase
convenience goods
types of retailers that provides a limited number of items at a convenient location in a
small store with speedy checkout
convenience stores
the parent company has complete control and can dictate the priorities and objectives of
the supply chain; it may own facilities such as manufacturing plants, warehouse
facilities, retail outlets, and design studios
corporate marketing channel
a pricing strategy that involves first determining the costs of producing or providing a
product and then adding a fixed amount above that total to arrive at the selling price
cost-based pricing
provides a stated discount to consumers on the final selling price of a specific item; the
retailer handles the discount
coupons
a type of conclusive and quantitative research that systematically manipulates one or
more variables to determine which variables have a causal effect on another variable
experiment
when a channel member uses its expertise as leverage to influence the actions of
another channel member
expertise power
producing goods in one country and selling them in another
exporting
when the buyer seeks information outside his/her personal knowledge base to help
make the buying decision
external information source
costs that remain essentially at the same level, regardless of any changes in the volume
of production
fixed costs
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a research technique in which a small group of persons comes together for an intensive
discussion about a particular topic, with the conversation guided by a trained moderator
using an unstructured method of inquiry
Focus group interview
a contractual agreement between a franchisor and a franchisee that allows the
franchisee to operate a business using a name and format developed and supported by
the franchisor
franchising
?
free samples
measure of how often the audience is exposed to a communication within a specified
period of time
frequency
retailers that offer low prices, limited service, and a broad variety of merchandise
full-line discount stores
the buying center participant who controls information or access to decision makers and
influencers
gatekeeper
gross domestic product - the market value of the goods and services produced by a
country in a year; the most widely used standardized measure of output
GDP
groups of people of the same generation (similar purchase behaviors)
generational cohorts
the grouping of consumers on the basis of where they live
geographic segmentation
refers to the processes by which goods, services, capital, people, information, and ideas
flow across national borders
globalization
?
Goals and tools of IMC
a purchase decision process in which consumers engage with little conscious effort
habitual decision making
a pricing strategy that relies on the promotion of sales, during which prices are
temporarily reduced to encourage purchases
high/low pricing
requests for a file made by web browsers and search engines. They are commonly
misinterpreted as a metric for website success; however, the number of hits typically is
much larger than the number of people visiting a website
hits
...
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identifiable
the number of times an advertisement appears in front of the user
impressions
a buying decision made by customers on the spot when they see the merchandise
impulse goods/buying
A marketing channel in which several independent members—a manufacturer, a
wholesaler, and a retailer—each attempts to satisfy its own objectives and maximize its
profits, often at the expense of the other members.
independent marketing channel
?
industry survey
a market for a product/service that is price insensitive; that is, relatively small changes
in price will not generate large changes in the quantity demanded
inelastic
the buying center participant whose views influence other members of the buying center
in making the final decision
influencer
the buying center participant who first suggests buying the particular product/service
initiator
