| A | B |
|---|
| Promotion | aspect of the marketing mix concerned with the most effective techniques for communicating information about and selling a product |
| Positioning | process of establishing an identifiable product image in the minds of consumers |
| Advertising | promotional tool consisting of paid, nonpersonal communication used by an identified sponsor to inform an audience about a product |
| Advertising Media | variety of communication devices for carrying a seller’s message to potential customers |
| Media Mix | combination of advertising media chosen to carry a message about a product |
| Personal Selling | promotional tool in which a salesperson communicates one-on-one with potential customers |
| Examples of Personal Selling | order processing, creative selling, door-to-door sales |
| Publicity | promotional tool in which information about a company, product, or event is transmitted by the general mass media to attract public attention |
| Public Relations | company-influenced information directed at building goodwill with the public or dealing with unfavorable events |
| Promotional Mix | combination of tools used to promote a product |
| Examples of Media Mix | TV, Direct Mail, Radio, Internet, Newspapers, Magazines, Outdoor |
| Distribution Channel | network of interdependent companies through which a product passes from producer to end user |
| Direct Channel | distribution channel in which a product travels from producer to consumer without intermediaries |
| Intermediary | individual or firm that helps to distribute a product |
| Wholesaler | intermediary who sells products to other businesses for resale to final consumers |
| Retailer | intermediary who sells products directly to consumers |
| How do wholesalers add value? | usually provide storage, delivery, and additional value-adding services, including credit, marketing advice, and merchandising services, such as marking prices and setting up displays. |
| Department Store | large product-line retailer characterized by organization into specialized departments |
| Supermarket | large product-line retailer offering a variety of food and food-related items in specialized departments |
| Specialty Store | retail store carrying one product line or category of related products |
| Bargain Retailer | retailer carrying a wide range of products at bargain prices |
| Discount House | bargain retailer that generates large sales volume by offering goods at substantial price reductions |
| Factory Outlet | bargain retailer owned by the manufacturer whose products it sells |
| Wholesale Club | bargain retailer offering large discounts on brand-name merchandise to customers who have paid annual membership fees |
| Convenience Store | retail store offering easy accessibility, extended hours, and fast service |
| Electronic Retailing (Online Retailing) | Nonstore retailing in which information about the seller’s products and services is connected to consumers’ computers, allowing consumers to receive the information and purchase the products in the home |
| Physical Distribution | activities needed to move a product efficiently from manufacturer to consumer |
| Warehousing | physical distribution operation concerned with the storage of goods |
| Private Warehouse | warehouse owned by and providing storage for a single company |
| Public Warehouse | independently owned and operated warehouse that stores goods for many firms |
| Modes of Transportation | Trucks, Planes, Drones, Railroads, Water Carriers, Digital Transmission |
