All the activities involved in selling goods or services directly to final consumers for their personal, nonbusiness use is
Retailing
Retailer
Shopper marketing
Wholesailing
Using in-store promotions and advertising to exted brand equity to "the last mile" and encourage favorable point-of.purchase decisions
Category killer
Corporate chains
Showrooming
A retail store that carries a narrow product line with a deep assortment within that line
Speciality store
Supermarket
Superstore
Factory outlet
A giant speciality store that carries a very deep assortment of particular line
Service retailer
Independent off-price retailer
Wholesaler
An off-price retailing operation that is owned and operated by a manufacturer and normally carries the manufacturer's surplus, dicontinued, or irregular goods
Off-price retailer
An off-price retailer that sells a limited selection of brand name groooocery items, appliances, clothing, and other goods at deep discounts to members who apy annual membership fees
Warehouse club
Merchant wholesaler
A contractual association between a manufacturer, wholesaler, or service organization (a franchisor) and independent businesspeople who buy the right to own and operate one or more units in the franchise system.
Franchise organization
Franchise
Convenience store
A wholesaler who does not take title to goods and whose function is to bring buyers and sellers together and assist in negotiation
Broker
Business buyer
Wholesaler management
A wholesaler who represents buyers or sellers on a relatively permanent basis, performs only a few functions, and does not take title to goods
Agent
The specific blend of promotion tools that the company uses to engage consumers, persuasively communicate customer value, and build customer relationships
Promotion mix
Marketing mix
Integrated marketing communications (IMC)
Advertising objective
Which of the followings is NOT part of the promotion mix
Customer management
Advertising
Sales promotion
Direct and social-media marketing
Engaging and interacting directly with carefully targeted individual consumers and consumer communities to both obtain an immediate response and cultivate lasting customer relationships
Personal selling
Public relations
Pull strategy
If a company wants to integrate and coordinate its many communications channels to deliver a message, they should focus on
Marketing management
Marketing coordination
Salesperson
Which of the following statements is TRUE?
push strategy focuses on using the sales force and trade promotion to promote the product to channel members, while pull strategy prefers to spend a lot on consumers advertising and promotion to make consumers buy the product
pull strategy focuses on using the sales force and trade promotion to promote the product to channel members, while push strategy prefers to spend a lot on consumers advertising and promotion to make consumers buy the product
Roses are red, violets are blue, I'm going to fail but what you gonna do?
None of them
The strategy by which the company accomplishes its advertising objectives. It consists of two major elements: creating advertising messages and selecting advertising media
Advertising strategy
Advertising media
Percentage-of-sales method
Developing the promotion budget by (1) defining specific objectives, (2) determining the tasks that must be performed to achieve these objectives, and (3) estimating the costs of performing these tasks. The sum of these costs is the proposed promotion budget
Objective-and-task method
Competitive-parity method
Advertising agency
Brand content management
A term that has come to represent the merging of advertising objectives. It consists of two major elements: creating advertising messages and selecting advertising media
Madison & Vine
Push and pull strategies
Multichannel marketing
Viral marketing
Setting the promotion budget at a certain percentage of current or forecasted sales or as a percentage og the unit sales price
Advertising budget
Affordable method
Manufacturers' and retailers' branches and offices
Creating, inspiring, and sharing brand messages and conversations with and among consumers across a fluid mix of paid, owned, earned and shared channels
Advertising management
Advertising control
