Test 4 study guide

MKTG 350 Test 4 Study Guide Chapter 16 Supply chain management - def., importance of Wholesalers vs agents/brokers EDI RFID JIT and Q-R systems 4 vertical marketing systems - independent, administered, contractual and corporate Distribution centers vs fulfillment centers Types of marketing channels (direct/indirect) when used Chapter 17 Retailing - definition Retailing - key functions (from lecture only - breaking bulk, assortment, atmospherics, provide services) Intensive, selective and exclusive distribution Types of retailers - be able to recognize each one More specific knowledge on: Supermarkets Supercenters Warehouse clubs Convenience stores Specialty stores Dept. stores Category specialists Extreme value retailers Off-price retailers Using the 6 P's in retail strategy: product, price, place, promotion, presentation, personnel Share of wallet Customer relationship management (CRM) Omnichannel retailing - and benefits of each channel Chapter 18 IMC - definition, components of Communications process - know what's happening in the stages AIDA Aided recall TOMA Advertising - advantages of Personal selling - def., when used PR - def., examples of (see chapter 19), advantage of
4 budget setting methods Metrics - reach, frequency, clicks, impressions, click through rate, SEM Sales promotion Direct marketing Chapter 19 Advertising - def. Getting attention Push/pull strategies Inform, persuade and remind functions Social marketing & PSA's USP Puffery Advertising schedules Informational and emotional appeals (and various types of emotional appeals) TV, direct mail, newspaper, magazine, and outdoor advertising (advantages and disadvantages of) advertising laws and regulatory agencies public relations - general info on various elements CRM - cause-related marketing Event sponsorships Sales promotion - types of, advantages/disadvantages product placement purposes of sales promotion (as discussed in lecture only) Chapter 20 Personal selling - def., scope Steps in personal selling process - what happens in each step Use of CRM (customer relationship management) systems Sales force structure Salesperson duties Compensation Good luck studying!
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