Complete List of Terms and Definitions for E-Marketing Exam

Terms Definitions
iacet he/she lies(down)
Diversification New market, New Product


•Stapel Scale

 

ØUses
a single adjective as a substitute for the semantic differential when it is
difficult to create pairs of bipolar adjectives.

vTends
to be easier to conduct and administer than a semantic differential scale.

 Store Name
 +3 +2 +1 <Wide Selection> -1 -2
-3
Based on the strength of
your belief, select a minus number if you disagree with the adjective, or
select a positive number if you agree with the adjective.








Mission companies essential purpose to differentiate from others
Intrant International corporate network that allows employees W/I an org. to talk with each other & gain access to corporate info.
organizational buyers manufacturers, wholesalers, retailers, and government agencies that buy goods and services for their own use or for resalenote-organization buyers include all buyers except the ultimate, end consumer
price money or other considerations exchanged for the ownership or use of a good or service
selection The process of collecting information about applicants and using that information to make hiring decisions.
Advertising any paid form of nonpersonal presentation of ideas, goods, or services by an identified sponsor.
prospecting the process of locating potential customers for a product or service
marketing research The systematic design, collection, analysis and reporting of data relevant to a specific marketing situation facing an organization.
hospitality companies often hire disguised shoppers to pose as customers and report back on their experience mystery shoppers


Scanner-based
Research


 A system for gathering information from a single group of
respondents by continuously monitoring the advertising, promotion, and pricing
they are exposed to and the things they buy.
piggybacking more than one transportation method used to get a product where it needs to go (can be helped by things like loading truck trailers directly onto trains, etc.)
Affordable, percentage-of-sales, competitive parity, objective-task methods of budget setting
Product Development   Fulfilling marketing objectives by developing new products or ungrading existing ones
buying allowance A temporary price reduction to resellers for purchasing specified quantities of a product
Limited-Service research suppliers marketing research firm that specializes in selected activities
Field/telephone interviews
data processing
focus groups
4 P's of marketing Product, Price, Placement, Promotion
ABC Segmentation Supply chain processes where customers are placed in groups of A, B, or C according to their overall long term value to the firm and to the extent to which the firm can serve their desires.
Product Competition When firms offering different products compete to satisfy the same consumer needs and wants.
Product The needs satisfying offering from a firm
enviromental scanning collection and interpretation of info about forces, events, and relationships in the external enviroment that may affect the future organization or implementation of the marketing plan
Attitude a learned predisposition to behave a favorable or unfavorable manner towards something
scheduling ads evenly within a given periods continuity
experimental research gathering primary data by selecting matched groups of subjects giving them different treatments, controlling related factors and checking for differences in group responses
service the result of applying human or mechanical efforts to people or objects
environmental forces in a marketing decision; the uncontrollable factors involving social, economic, technological, competitive, and regulatory forces.
differentiation strategy requires products to have significant points of difference in product offerings, brand image, higher quality, advanced technology, or superior service to charge a higher price while targeting broad array of marketing segments
The process of getting performance reports, research results, and forecasts to the right decision maker at the right time. Distributing Information
cooperative advertising manufacturer pays a percentage of the retailer's local advertising expense for advertising the manufacturer's products
trademark A brand that is registered with the U.S. Patent and Trademark Office and is thus legally protected from use by any other firm.
Pre-Experimental Designs offer little or no control over extraneous factors
cheap
lead to new hypotheses 
Company demand is the company's estimated share of market demand at alternative levels of company marketing effort in a given time period
Marketing Channels  individuals and firms involved in the process of making a product or service available for use or consumption by consumers or industrial users 
Category Management an approach to managing the assortment of merchandise in which a manager is assigned the responsibility for selecting all products that consumers in a market segment might view as substitutes for each other, with the objective of maximizing sales and profits in the category
field service firm A firm that specializes in interviewing respondents on a subcontracted basis.
scrambled merchandising The addition of unrelated products and product lines to an existing product mix, particularly fast-moving items that can be sold in volume
value chain The series of departments that carry out value-creating activities to design, produce, market deliver, and support a firm's products.
Off-price retailer that is either owned and run by entrepreneurs or is a division of a larger retail corporation. Independent off-price retailer
product placement advertising combines the efforts of marketers with movie makers
Physical Function Enable flow of goods from manufacturer to consumer.
True Panel Studies compared with a longitudinal study using different samples for the various measurements, is also capable of generating more data directly pertaining to the research purpose, for the following reasons:
Societal Marketing Concept A principle of enlightened marketing that holds that a company should make good marketing decisions by considering consumers wants, the company requirements, consumers long-run interests and societys long run interests (taking society interest into account)
What is Primary Data? Data from competitors and consumers
Using teams of people from sales, marketing, engineering, finance, technical support, and even upper management to service large, complex accounts Team Selling
Sales promotion Is the use of short-term incentives to purchase, such as free offers, sampling and selling, competitions and self-liquidators
cause related marketing a type of sponsorship involving the association of a for profit company and a nonprofit organization; through the sponsorship, the company's product or service is promoted, and money is raised for the nonprofit
Business Products pg 214 Components(items that become part of the final product) or support products(used to assist in producing other goods and services including: Installations, Accessory equipment, Supplies, industrial services. 
Shopping Center regular or strip mall- a group of stores this owned or managed by a single poperty
Economic needs concerned with making the best use of a consumer's time and money -as the consumer judges it.
Decline stage The last stage of a product's life cycle, during which sales fall rapidly
total revenue total money recieved from the sale of the product
concept test testing a new product idea, before it has been created
collect data from a variety of sources and store it in a one accessible location. Data Warehouses
Sender, encoding, message, media, decoding, receiver, response, feedback Elements in the Communication Model
Adding value the process by which firms add to the price consumers are prepared to pay for a product
Fixed Cost Sum of the expenses of the firm that are stable and do not change with the quantity of a product that is produced and sold
 
 
Marketing Information System (MIS) 		which is an organized way of continually gathering, accessing,and analyzing information that marketing managers need to make ongoing decisions

accessing multimedia data


data warehouses


decision support systems


marketing models
unit variable cost variable cost expressed on a per unit basis
why is personal selling important often a company’s largest single operating expense; one person out of ten in the total labor force is involved in sales
The amount by which revenues from a given customer over time will exceed the company's cost if attracting, selling, and servicing that customer Customer lifetime value
- no matter hw much is spent of advertising, returns arestill deminishing Advertising Response Function
True or False A monopoly is a kind of market in which one supplier offers a unique product. TRUE
when is supply chain conflict more pronounced? when supply chain members are indepedant entities.
What are some discriminating questions? 1. How customers who buy a particular brand differ from those who do not buy that particular brand?2. How do students whop score well on exam differ from those who score poorly?3. How do customers with a high probability of buying product X differ demographically, behaviorally, ect from those not buying product X?
Were there differences in the ad themes across prime target markets versus subprime target markets? Yes.
The prime market ads were more likely to feature themes about "dreams" or "deals". Subprime ads were more likely to emphasize "drowning" or "Delegation"

Subprime mortgage borrowers received less information about the loans before borrowing. This lead to the rise in defaults during the mortgage crisis.
High star question mark Low cow dog(market growth rate)