Retail Management Essentials: Store Operations, Customer Service, and Marketing Strategy

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Business - Advertising

georgepetenjk Created by 10 mon ago

Cards in this deck(85)

What term describes all activities involved in selling, renting, and providing products and services to ultimate consumers for personal, family, or household use?

What distinguishes retail outlets based on whether independent retailers, corporate chains, or contractual systems own the outlet?

What term refers to the degree of service provided to the customer from three types of retailers: self-, limited-, and full-service?

What describes how many different types of products a store carries and in what assortment?

What term is used for offering several unrelated product lines in a single store?

What is the term for using the telephone to interact with and sell directly to consumers?

What matrix positions retail outlets on two dimensions: breadth of product line and value added, such as location, product reliability, or prestige?

What consists of the activities related to managing the store and the merchandise in the store, including retail pricing, store location, retail communication, and merchandise?

What term describes retailers that utilize and integrate a combination of traditional store formats and nonstore formats such as catalogs, television home shopping, and online retailing?

What is the use of displays, coupons, product samples, and other brand communications to influence shopping behavior in a store called?

What term describes a consumer's perception of an encounter with a store's physical environment, personnel, and policies and procedures?

What is the 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?

What concept describes how new forms of retail outlets enter the market?

What is the process of growth and decline that retail outlets, like products, experience, consisting of the early growth, accelerated development, maturity, and decline stages?

What term describes independently owned firms that take title to the merchandise they handle?

Who are agents that work for several producers and carry noncompetitive, complementary merchandise in an exclusive territory?

What term describes independent firms or individuals whose principal function is to bring buyers and sellers together to make sales?

What is the combination of one or more communication tools used to inform, persuade, and remind prospective buyers about the benefits of a product?

What concept involves designing marketing communications programs that coordinate all promotional activities to provide a consistent message across all audiences?

What is the process of conveying a message to others that requires six elements: a source, a message, a channel of communication, a receiver, and the processes of encoding and decoding?

What consists of extraneous factors that can work against effective communication by distorting a message or the feedback received during the communication process?

What is any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor?

What consists of the two-way flow of communication between a buyer and seller, often in a face-to-face encounter, designed to influence a person's or group's purchase decision?

What is a form of communication management that seeks to influence the feelings, opinions, or beliefs held by customers, prospective customers, stockholders, suppliers, employees, and other publics about a company and its products or services?

What is a nonpersonal, indirectly paid presentation of an organization, product, or service?

What is a short-term inducement of value offered to arouse interest in buying a product or service?

What is a promotion alternative that uses direct communication with consumers to generate a response in the form of an order, a request for further information, or a visit to a retail outlet?

What involves directing the promotional mix to channel members to gain their cooperation in ordering and stocking the product?

What is the sequence of stages a prospective buyer goes through from initial awareness of a product to eventual action that includes awareness, interest, evaluation, trial, and adoption?

What is the result of a direct marketing offer that contains all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction?

What is the result of a direct marketing offer designed to generate interest in a product or service and a request for additional information?

What is the outcome of a direct marketing offer designed to motivate people to visit a business?

What type of advertisements focus on selling a product or service and take three forms: pioneering (or informational), competitive (or persuasive), and reminder?

What type of advertisements are designed to build goodwill or an image for an organization rather than promote a specific product or service?

What are program-length (30-minute) advertisements that take an educational approach to communication with potential customers?

What is the broad set of interactive messaging options that enable organizations to communicate and engage with consumers through any mobile device?

What are tests conducted before an advertisement is placed in any medium to determine whether it communicates the intended message or to select among alternative versions of the advertisement?

What are tests conducted after an advertisement has been shown to the target audience to determine whether it accomplished its intended purpose?

What consists of sales tools used to support a company's advertising and personal selling directed to ultimate consumers, also called consumer promotions?

What is a consumer sales promotion tool that uses a brand-name product in a movie, television show, video game, or a commercial for another product?

What are sales tools used to support a company's advertising and personal selling directed to wholesalers, distributors, or retailers, also called trade promotions?

What consists of advertising programs by which a manufacturer pays a percentage of the retailer's local advertising expense for advertising the manufacturer's products?

What are methods of obtaining nonpersonal presentations of an organization, product, or service without direct cost, such as news releases, news conferences, and public service announcements (PSAs)?

What consists of online media where users submit comments, photos, and videos—often accompanied by a feedback process to identify 'popular' topics?

What consists of the various forms of online media content that are publicly available and created by end users, also called consumer-generated content?

What is the practice of focusing on the identification and recruitment of influencers to advocate a company's products, services, and brands rather than focusing exclusively on prospective buyers?

What is the use of social network services and websites by consumers to share their latest purchases, deals, coupons, product reviews, want lists, and other shopping finds with friends and contacts?

What is a website where users may create a personal profile, add other users as friends, and exchange comments, photos, videos, and 'likes' with them?

What is a social networking service that allows users to upload photos and videos that can be edited with filters, organized with tags and location information, and shared publicly or with approved followers?

What is a website that enables users to send and receive 'tweets,' messages up to 280 characters long?

What is a video-sharing website in which users can upload, view, and comment on videos?

What is a pinboard-style photo- and content-sharing website?

What is a business-oriented website that lets users post their professional profiles to connect to a network of businesspeople, who are also called connections?

What is that portion of a company's integrated marketing communications effort designed to create and deliver compelling online media content that attracts viewer attention and encourages readers to share it with their social network?

What is the degree and depth of brand-focused interactions a customer chooses to perform online with his or her social network?

What is the information and experience that are directed toward an end user or audience?

What are small, downloadable software programs that can run on smartphones and tablet devices, also called mobile apps or applications?

What is the two-way flow of communication between a buyer and seller, often in a face-to-face encounter, designed to influence the purchase decision of a person or group?

What consists of planning the selling program and implementing and evaluating the personal selling effort of the firm?

What is the practice of building ties to customers based on a salesperson's attention and commitment to customer needs over time?

What processes routine orders or reorders for products that were already sold by the company?

Who sells in a conventional sense and identifies prospective customers, provides customers with information, persuades customers to buy, closes sales, and follows up on customers' use of a product or service?

What is the practice of using an entire team of professionals in selling to and servicing major customers?

What consists of sales activities occurring before, during, and after the sale itself, consisting of six stages: prospecting, preapproach, approach, presentation, close, and follow-up?

What is a need-satisfaction presentation format that involves adjusting the presentation to fit the selling situation, such as knowing when to offer solutions and when to ask for more information?

What is a need-satisfaction presentation format that focuses on problem identification, where the salesperson serves as an expert on problem recognition and resolution?

What is a statement describing what is to be achieved and where and how the selling effort of salespeople is to be deployed?

What is the practice of using team selling to focus on important customers so as to build mutually beneficial, long-term, cooperative relationships?

What specify who salespeople should contact, what kinds of selling and customer service activities should be engaged in, and how these activities should be carried out?

What is the ability to understand one's own emotions and the emotions of people with whom one interacts on a daily basis?

What consists of specific goals assigned to a salesperson, sales team, branch sales office, or sales district for a stated time period?

What is the use of various technologies to make the sales function more effective and efficient?

What is a good for which the more money a person makes, the less of this good they purchase, such as a great value brand?

What is the strategy of getting customers to allocate a greater percentage of their spending in the category to your brand?

What encompasses everything a customer would think of in association with an item?

What is the term for the certain amount of customers that will be lost, and go spend their money on something else?

What is the term for where a product is put on the shelf of the store, and how much the brand pays for said slotting allowance has a huge effect on where this item is placed on the shelf?

What are organizations that are not about pay, but instead, communication?

What is the strategy of meeting the price of your competitors?

What is the strategy of spending the same as your competitors?

What is the term for the higher the rate, the more people visited the site and then left soon after, effectively 'bouncing' from the site?

What are inversely related, where you can only really buy one at a time, think of Super Bowl ads or repeated ads like Flo from Progressive?

What type of ads reach a huge quantity of people at once but aren't played often, like Super Bowl ads?

What are repeated ads that play over and over to the same customers, such as the ludicrous State Farm ad that's been playing all over the place, but to smaller audiences than Super Bowl?

What is the term for where a company has a free version where they play a lot of ads making the user's experience poor, and then offering them an opportunity to get a subscription to make the ads go away?

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