COB 300D-Exam 2 |92 Complete Questions and Answers
Direct marketing channel - -company sells directly to consumers
-Retailer Channel - -Producer --> Retailers --> Consumers
-Car manufacturers
-Wholesaler Channel - -Producer --> Wholesalers --> Retailers --> Consumers
-Need to pay more retailer slotting fees to get more self space
-Agent retail channel - -Producer ---> Agent ---> wholesaler ---> retailer --->
Consumer
-Diamond Companies
-Selective distribution - -A few companies can sell the product
-Rolex
-Exclusive distribution - -only one retailer sells the firms products
-Car dealers
-Machine dealer
Prevents competition
-Intensive distribution - -stocking the product in as many outlets as possible
-Paper towels
-independent retailer - -a retailer owned by a single person or partnership and not
operated as part of a larger retail institution
-Boutique
-Mom & Pop
-Specialty Retailers - -emphasize narrow and deep assortments
-downtown shops
-Contractual Systems - -franchises
-15-20% of merchandise in determined by store owner
-Self-service - --vending machines, red-box, gas station
-Limited Service - -Reactive service, only help when asked
-Walmart
-Full service - -Proactive service & post-sale services
-Bloomingdales
-Stores vary in the ______ and _______ of their merchandise lines - -Breadth and
depth
-Premium Retailers - -focused on customer and brand orientation
-Emergent Retailers - --React quickly to price changes
, -cost and sales orientation
-99cent stores, car dealership, furniture sales
-Hybrid retailers - --trying to be a little bit of everything
-Big-box retailers
-Coupons - -- goal is to increase demand
- buy 1 get 1 free
-Deals - --creating DEALS for your customers to create trials for a product
-Premiums - -increase quantity to try to gain more customers
-Contests - --Encourages customers to buy more by completing a game
- increased loyalty
-Sweepstakes - --Goal is to gather contact information from customers
-Samples - -- Encourages trial of your product
-Loyalty Program - --Encourages repeat purchases
-Point-of-purcahse displays - --create awareness and trial
-Rebates - --provide company with contact information
-Product placement - --introduce products to your target market
-Publicity tools - -An announcement coming out of your organization but a media
outlet plays it without paying them
- news releases
- news conferences
- announce new "amazing" product
-Sponsorship - -careful choice of an event your target market will attend to sponsor
-Social responsibility - -choosing causes to supports financially that your target
market cares about
-A Direct marketing benefit - -can change message for each target group
-Value of direct marketing - -create orders
generate leads
increase website traffic
-Promotional Mix - -the combination of promotional tools—including advertising,
public relations, personal selling, sales promotion, and social media—used to reach
the target market and fulfill the organization's overall goals
Direct marketing channel - -company sells directly to consumers
-Retailer Channel - -Producer --> Retailers --> Consumers
-Car manufacturers
-Wholesaler Channel - -Producer --> Wholesalers --> Retailers --> Consumers
-Need to pay more retailer slotting fees to get more self space
-Agent retail channel - -Producer ---> Agent ---> wholesaler ---> retailer --->
Consumer
-Diamond Companies
-Selective distribution - -A few companies can sell the product
-Rolex
-Exclusive distribution - -only one retailer sells the firms products
-Car dealers
-Machine dealer
Prevents competition
-Intensive distribution - -stocking the product in as many outlets as possible
-Paper towels
-independent retailer - -a retailer owned by a single person or partnership and not
operated as part of a larger retail institution
-Boutique
-Mom & Pop
-Specialty Retailers - -emphasize narrow and deep assortments
-downtown shops
-Contractual Systems - -franchises
-15-20% of merchandise in determined by store owner
-Self-service - --vending machines, red-box, gas station
-Limited Service - -Reactive service, only help when asked
-Walmart
-Full service - -Proactive service & post-sale services
-Bloomingdales
-Stores vary in the ______ and _______ of their merchandise lines - -Breadth and
depth
-Premium Retailers - -focused on customer and brand orientation
-Emergent Retailers - --React quickly to price changes
, -cost and sales orientation
-99cent stores, car dealership, furniture sales
-Hybrid retailers - --trying to be a little bit of everything
-Big-box retailers
-Coupons - -- goal is to increase demand
- buy 1 get 1 free
-Deals - --creating DEALS for your customers to create trials for a product
-Premiums - -increase quantity to try to gain more customers
-Contests - --Encourages customers to buy more by completing a game
- increased loyalty
-Sweepstakes - --Goal is to gather contact information from customers
-Samples - -- Encourages trial of your product
-Loyalty Program - --Encourages repeat purchases
-Point-of-purcahse displays - --create awareness and trial
-Rebates - --provide company with contact information
-Product placement - --introduce products to your target market
-Publicity tools - -An announcement coming out of your organization but a media
outlet plays it without paying them
- news releases
- news conferences
- announce new "amazing" product
-Sponsorship - -careful choice of an event your target market will attend to sponsor
-Social responsibility - -choosing causes to supports financially that your target
market cares about
-A Direct marketing benefit - -can change message for each target group
-Value of direct marketing - -create orders
generate leads
increase website traffic
-Promotional Mix - -the combination of promotional tools—including advertising,
public relations, personal selling, sales promotion, and social media—used to reach
the target market and fulfill the organization's overall goals
