types of distribution
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, intensive: snacks
selective: limited, ex. rolex
exclusive: only at specific store
someone who has direct interaction with customers is a
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direct marketing channel: no intermediary levels, company sells directly to
consumers
- use sales force or internet
ex: Mary kay cosmetics sells products thru home and office sales parties,
online websites, social media. GEICO sells directly to customers via internet,
mobile, telephone channels
horizontal marketing systems
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two or more companies at one level join together to follow a new marketing
opportunity. by working together companies can combine their financial,
production, marketing resources to accomplish more than any one company
could alone. may join forces w competitors or non competitors on temporary
or permanent basis or create separate company
also work well globally, ex: airlines alliances
, what is a detailed product idea called?
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new product development starts with idea generation then idea screening.
ideas that pass screening stage continue through PRODUCT CONCEPT
DEVELOPMENT
-a detailed version of the new product idea is stated in meaningful customer
terms
- includes concept testing: new product concepts are tested w a group of
target consumers to determine whether the concepts have a strong consumer
appeal
what is an acquisition?
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refers to the buying of a whole company, a patent, or a license to produce
someone else's product (alternative to new product development); one way a
firm obtains new products
elements of marketing communications mix
Give this one a try later!
Give this one a try later!
, intensive: snacks
selective: limited, ex. rolex
exclusive: only at specific store
someone who has direct interaction with customers is a
Give this one a try later!
direct marketing channel: no intermediary levels, company sells directly to
consumers
- use sales force or internet
ex: Mary kay cosmetics sells products thru home and office sales parties,
online websites, social media. GEICO sells directly to customers via internet,
mobile, telephone channels
horizontal marketing systems
Give this one a try later!
two or more companies at one level join together to follow a new marketing
opportunity. by working together companies can combine their financial,
production, marketing resources to accomplish more than any one company
could alone. may join forces w competitors or non competitors on temporary
or permanent basis or create separate company
also work well globally, ex: airlines alliances
, what is a detailed product idea called?
Give this one a try later!
new product development starts with idea generation then idea screening.
ideas that pass screening stage continue through PRODUCT CONCEPT
DEVELOPMENT
-a detailed version of the new product idea is stated in meaningful customer
terms
- includes concept testing: new product concepts are tested w a group of
target consumers to determine whether the concepts have a strong consumer
appeal
what is an acquisition?
Give this one a try later!
refers to the buying of a whole company, a patent, or a license to produce
someone else's product (alternative to new product development); one way a
firm obtains new products
elements of marketing communications mix
Give this one a try later!
