MKTG 3340 - Final Exam
Study online at https://quizlet.com/_hwae2k
1. Possession Utility: The value of making an item easy to purchase through the provision of credit cards or
financial arrangements
Make the purchases easier
The benefit customers get from a company's product once they have purchased
2. Possession Utility: CarMax provides financing or leasing and taking used cars as trade ins to encourage
customers to purchase from them
Stores allow several payment and credit options
Having airline tickets delivered by a travel agency
Allowing several payment and credit options
3. Depth: Number of items within each product line
Store carries a large assortment of each item
Limited Line Stores: considerable assortment of related items (ex-Sports Authority)
Single-Line Stores: tremendous depth in one primary line (ex-Victoria Secret)
4. Limited Service: Customer does most functions.
Salespeople available for assistance in some departments.
Provides some services such as credit and merchandise return but not things like alterations .
Walmart, Kmart, Target
5. Specialty Outlet: Type of full service outlet. Provide many services to their customers to sell more distinctive,
higher-margin products and retain their customers
Focus on type of product, such as Best Buy (electronics) or Staples (office supplies) at very competitive prices
Limited and single line stores
Considered category killers because they dominate the market
, MKTG 3340 - Final Exam
Study online at https://quizlet.com/_hwae2k
6. Category Killer: An outlet that specializes in a specific product line that dominates the market
7. Direct Mail: "store that comes to the door"
Can eliminate the cost of a store and clerk (Dell is a large retailer but doesn't have a store)
Can improve marketing efficiency through segmentation and targeting
(Non-Store Retailing)
8. Telemarketing: Using phone to interact with and sell directly to consumers
Often viewed as more efficient at targeting consumers compared to direct mail
Ex's- insurance companies, brokerage firms, & newspapers have used this form of retailing as a way to cut costs but
still maintain access to their customers
(Non-Store Retailing)
9. Maintained Markup: Difference between retailer cost and final selling price
Also called Gross Margin
10. Rack Jobber: Type of limited service wholesaler
They:
Furnish racks or shelves that display merchandise in retail stores
Perform all channel functions
Sell on consignment to retailers
Exs-
sell hosiery, toys, housewares, health and beauty items
11. IMC Program: The concept of designing marketing communication programs that coordinate all promotion-
al activities (advertising, personal selling, public relations, sales promotion and direct marketing) to provide a consistent
message to all audiences
When fully balanced across all audiences it becomes an integrated marketing communication
Study online at https://quizlet.com/_hwae2k
1. Possession Utility: The value of making an item easy to purchase through the provision of credit cards or
financial arrangements
Make the purchases easier
The benefit customers get from a company's product once they have purchased
2. Possession Utility: CarMax provides financing or leasing and taking used cars as trade ins to encourage
customers to purchase from them
Stores allow several payment and credit options
Having airline tickets delivered by a travel agency
Allowing several payment and credit options
3. Depth: Number of items within each product line
Store carries a large assortment of each item
Limited Line Stores: considerable assortment of related items (ex-Sports Authority)
Single-Line Stores: tremendous depth in one primary line (ex-Victoria Secret)
4. Limited Service: Customer does most functions.
Salespeople available for assistance in some departments.
Provides some services such as credit and merchandise return but not things like alterations .
Walmart, Kmart, Target
5. Specialty Outlet: Type of full service outlet. Provide many services to their customers to sell more distinctive,
higher-margin products and retain their customers
Focus on type of product, such as Best Buy (electronics) or Staples (office supplies) at very competitive prices
Limited and single line stores
Considered category killers because they dominate the market
, MKTG 3340 - Final Exam
Study online at https://quizlet.com/_hwae2k
6. Category Killer: An outlet that specializes in a specific product line that dominates the market
7. Direct Mail: "store that comes to the door"
Can eliminate the cost of a store and clerk (Dell is a large retailer but doesn't have a store)
Can improve marketing efficiency through segmentation and targeting
(Non-Store Retailing)
8. Telemarketing: Using phone to interact with and sell directly to consumers
Often viewed as more efficient at targeting consumers compared to direct mail
Ex's- insurance companies, brokerage firms, & newspapers have used this form of retailing as a way to cut costs but
still maintain access to their customers
(Non-Store Retailing)
9. Maintained Markup: Difference between retailer cost and final selling price
Also called Gross Margin
10. Rack Jobber: Type of limited service wholesaler
They:
Furnish racks or shelves that display merchandise in retail stores
Perform all channel functions
Sell on consignment to retailers
Exs-
sell hosiery, toys, housewares, health and beauty items
11. IMC Program: The concept of designing marketing communication programs that coordinate all promotion-
al activities (advertising, personal selling, public relations, sales promotion and direct marketing) to provide a consistent
message to all audiences
When fully balanced across all audiences it becomes an integrated marketing communication
