p452 Wholesaling all of the activities involved in selling goods and services

P452 wholesaling all of the activities involved in

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(p452) Wholesaling all of the activities involved in selling goods and services to those buying for resale or business. (p457) Wholesaler a firm engaged primarily in wholesaling activities. (p457) Merchant wholesaler an independently owned wholesale business that takes title to the merchandise it handles. (p458) Broker a wholesaler who does not take title to goods and whose function is to bring buyers and sellers together and assist in negotiation. (p458) Agent a wholesaler who represents buyers or sellers on a relatively permanent basis, performs only a few functions, and does not take title to goods. (p458) Manufacturer’s sales branches and offices wholesaling by sellers and buyers themselves rather than through independent wholesalers. (p458) CH14 Promotion mix (Marketing communications mix) the specific blend of promotion tools that the company uses to persuasively communicate customer value and build customer relationships. (p470) Advertising any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. (p470) Sales promotion short-term incentives to encourage the purchase or sale of a product or service. (p470) Personal selling personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships. (p471)
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Public relations (PR) building good relations with the company’s various publics by obtaining favorable publicity, building a good corporate image, and handling or heading off unfavorable rumors, stories, and events. (p470) Direct marketing direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships. (p471) Integrated marketing communications (IMC) carefully integrating and coordinating the company’s many communications channels to deliver a clear, consistent, and compelling message about the organization and its products. (p476) Buyer-readiness stages the stages consumers normally pass through on their way to making a purchase, including awareness, knowledge, liking, preference, conviction, and the actual purchase. (p478) Personal communication channels channels through which two or more people communicate directly with each other, including face to face, on the phone, via mail or email, or even through an Internet chat. (p481) Word-of-mouth influence personal communications about a product between target buyers and neighbors, friends, family members, and associates. (p482) Buzz marketing cultivating opinion leaders and getting them to spread information about a product or service to others in their communities. (p482) Nonpersonal communication channels media that carry messages without personal contact or feedback, including major media, atmospheres, and events. (p482) Affordable method setting the promotion budget at the level management thinks the company can afford. (p486) Percentage-of-sales method setting the promotion budget at a certain percentage of current or forecasted sales or as a percentage of the unit sales price. (p486) Competitive-parity method setting the promotion budget to match competitor’s outlays. (p486)
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