Supply Chain: The various firms, both internal and external to the company, involved in performing the activities required to create and deliver the product to consumers or industrial users

Logistics: The activities that focus on getting the right amount of the right products to the right place at the right time at the lowest possible cost

Integrates and coordinates all activities across firms in a supply chain for the purpose of creating and delivering products that provide value to customers

Benefit: Enhancing customer value becomes beneficial as customers gain power in the marketplace

Marketing Channel/Channel of Distribution: A set of individuals and firms involved in the process of making a product available for use or consumption. Part of the supply chain from producer to business user or consumer

Strategy: Channel members can provide a variety of products in one location

Definition: Difference between array of products a producer makes and consumer wants to buy

Difference between amount of product a producer makes and the amount consumers want to buy

Channel members can buy in bulk and sell smaller quantities to many different customers

Contact Efficiency: Every supplier and customer only needs one point of contact with the distributor

Could have knowledge about product that would help sell them

Time Utility - provide products when customers are ready to buy them

Place utility - provide products where customers want to purchase them

Form utility - enhance good or service to make it more appealing to buyers

Possession Utility - efforts by intermediaries to help buyers take possession of a good or service so they can enjoy the product (financing & delviery)

Selective: Relies in few selected retail customers in a territory (BMW)

Intensive: Designed to place products in as many outlets as possible

Channel control is important - manufacturers want the distribution channels to do what it wants

Channel Captain is dominant firm that coordinates, directs, and supports other channel members

Independent/Conventional: members work indepedently of each other

Administered: No common ownerships or contractual relationships, dominant partner controls

Contractual: Independent firms integrate efforts contractually to obtain greater functional economies with each other (wholesaler-sponsored voluntary chains, retail coops, and franchising

Corporate: Parent company owns multiple levels of channel and has full control

Dual distribution: Using multiple channels to get products to end users

Multichannel/omnichannel: blending of channels tor reinforce each other, building relationships with both (i.e. online and traditional)

Definition: Paid form of non-personal communication about an organization, good, service, person, or idea by an identified sponsor

Product Advertising: Focus on selling particular good or service

Pioneering institutional - what a company is, what it does, where it is locate

Reminder institutional - bring company's name to attention of target market again

Emotional: satisfy emotional desires - fear/safety, humor, happiness, love/sex, comfort, nostalgia

Considers advantages and disadvantages of various types of media

Flighting schedule - runs in spurts throughout the year, heavy followed by light

Pulse - combines continuous and flighting, steady base level with surges

Reach - number of different people or households reached as percentage of market

Frequency - Average number of times a person in the target audience is exposed to a message or advertisement

Low-cost unconventional means to convey message and break clutter of traditional media

Communication management that seeks to influence feelings, opinions, or beliefs held by customers, prospective customers, stockholders, suppliers, employees, and other publics about a company and its products

Consumer education - provide education information beyond the goods/services you offer

Crisis management - needs to start before a crisis actually happens

Non-personal, indirectly paid presentation of an organization, product, person, or idea

Short-term inducement of value offered to arouse interest in buying a product

Marketing communication activities, other than advertising, personal, selling, and public relations.

Two-way flow of communication between buyer and seller designed to influence a person's or group's purchase decision

Critical for many push strategies, B2B products, expensive and complex products, and products that require personal touch

Most successful at gaining sale and increasing customer satisfaction

Follow Up - Check with customer for feedback and offer support

Close the Sale - gain commitment of purchase, but realize when not to push to keep relationship

Presentation - assess needs, customize, be prepared for FAQ, listen, and ask questions

Approach - first contact, gain attention, stimulate interest, transition to presentation

Any communication by marketers that informs, persuades, reminds, and builds relationships with customers to influence an opinion or elicit a response

Strength - Efficient means for reaching large numbers of people

Weakness - High absolute cost and difficult to receive feedback

Weakness - Easily abused, can lead to promotion wars, easily duplicated

Strength - Immediate feedback, very persuasive, can select audience, can give complex information

Weakness - Extremely expensive per exposure, messages may differ between salespeople

Strength - Messages can be prepared quickly and facilitates relationship with customer

Weakness - Declining customer response & Database management is expensive

Shift from one-way to customer controlled- customized, many-to-many

Consumer-generated media makes it easier to connect with each other

Paid media such as advertising, personal selling, direct marketing, sales promotions

Owned media - brands publish own content to maximize brand value

Designing marketing communications programs that coordinate all promotional activities to ensure a consistent message at every contact point where a company meets the conusmer

Plan for optimal use of the elements of promotion which is customer-focused

Uses direct communication with consumer to generate response such as order, request for further information, or visit to retail site

Face-to-face, direct mail, catalogs, telephone, direct response advertising

Fastest growing form of promotion as customer information databases are more available

Ethical - Companies need to think about what they should be collecting, not just can