Final Review
Review for Test 3
MKTG 3781
Chapter 15
Buyers vs. Sellers Market: -making things convienent
-Buyers market: supply is less then demand, there is more competition, more competition -Sellers: demand is less then supply, there is less competition (monopoly), manufacturers Factors affecting channel choice: -Before deciding those answer these questions: 1. target market 2. market goals 3. find -6 C’s: Cost, Capital Requirements, Control, Coverage, Character, Continuity
-Intensive: as many as possible
-Selective: only some stores
-Exclusive : certain specific stores, select places
Channel Management-Locating, Selecting, Motivating, Terminating, and
Controlling Middlemen
Difference between agent middlemen and Merchant middlemen -Agent Middlemen: represent the principal rather than themselves, small risk -Merchant Middlemen: take title to the goods and buy and sell on their own account, big risk
Chapter 16
Sales Promotions: -Marketing activities that stimulate consumer purchases and improve retailer or middlemen effectiveness and cooperation
-short term efforts directed to the consumer or retailer to achieve specific objectives -in markets with media limitations, budget allowed for sales promos may have to be increased -product sampling
-Price discrimination
-Off peak pricing
International Communications Process: -(ven diagram), encoding, message channel, decoding, receiver, feedback, information source, Noise
Legal constraints: -comparitive advertising, advertising of specific products, control of advertising on tv, accessibility to broadcast media, limitations on length and number of commercials, internet services, special taxes that apply to advertising
Tactical Considerations Avaliability, cost, coverage, lack of market data, newspapers, magazines, radio and tv, cable tv, direct mail, the Internet, Social media, mobile phone applications, other media
Difference between frequency and
MKTG 3781
Chapter 15
Buyers vs. Sellers Market: -making things convienent
-Buyers market: supply is less then demand, there is more competition, more competition -Sellers: demand is less then supply, there is less competition (monopoly), manufacturers Factors affecting channel choice: -Before deciding those answer these questions: 1. target market 2. market goals 3. find -6 C’s: Cost, Capital Requirements, Control, Coverage, Character, Continuity
-Intensive: as many as possible
-Selective: only some stores
-Exclusive : certain specific stores, select places
Channel Management-Locating, Selecting, Motivating, Terminating, and
Controlling Middlemen
Difference between agent middlemen and Merchant middlemen -Agent Middlemen: represent the principal rather than themselves, small risk -Merchant Middlemen: take title to the goods and buy and sell on their own account, big risk
Chapter 16
Sales Promotions: -Marketing activities that stimulate consumer purchases and improve retailer or middlemen effectiveness and cooperation
-short term efforts directed to the consumer or retailer to achieve specific objectives -in markets with media limitations, budget allowed for sales promos may have to be increased -product sampling
-Price discrimination
-Off peak pricing
International Communications Process: -(ven diagram), encoding, message channel, decoding, receiver, feedback, information source, Noise
Legal constraints: -comparitive advertising, advertising of specific products, control of advertising on tv, accessibility to broadcast media, limitations on length and number of commercials, internet services, special taxes that apply to advertising
Tactical Considerations Avaliability, cost, coverage, lack of market data, newspapers, magazines, radio and tv, cable tv, direct mail, the Internet, Social media, mobile phone applications, other media
Difference between frequency and