Chapter 8 E-Commerce Review
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Transcript Chapter 8 E-Commerce Review
A carefully arranged sequence of
promotions designed around a
common theme responsive to
specific objectives
promotional plan
A non paid form of communication
about a business or organization (or
its products and services) that is
transmitted through a mass medium
publicity
A type of market in which
there are a large number of
suppliers offering very similar
products
pure competition
Groups or organizations from which
people take their values and
attitudes
reference groups
A type of market in which the
resources and decisions are shared
between the government and other
groups or individuals
regulated economy
Not relying on others for the
things needed in order to survive
self-sufficient
Direct, personal communications
with prospective customers in
order to assess needs and satisfy
those needs with appropriate
products and services
selling
The quantity of a product that
producers are willing and able to
provide at a specific price
Supply
The graph of the relationship
between price and quantity
supplied
supply curve
The use of currency as a recognized
medium of exchange
money system
Market situation in which there are
many firms competing with products
that are somewhat different
monopolistic competition
A type of market in which there is one
supplier offering a unique product
monopoly
Any paid form of non-
personal communication sent
through a mass medium by an
organization about its
products or services.
Advertising
Interpreting the message or symbols
and converting them into concepts
and ideas
Decoding
The quantity of a product consumers
are willing and able to purchase at a
specific price
demand
Survey questions that offer
two or more choices from
which respondents can select
answers.
closed-ended questions
A statement of
responsibilities for honest and
proper conduct
code of ethics
A personalized presentation
of the features of the
marketing mix in a way that
emphasizes the benefits and
value to the customer
sales demonstration
Method of selling where a
salesperson contacts a large
number of people who are
conveniently located, without
knowing a great deal about
each person contacted
cold calling
Results from changes in the
tangible part of a product or
service
form utility
Resources are owned by
individuals rather than the
government, and decisions are
made independently with no
attempt at regulation or control
by the government
free economy
The transfer of a message
from a sender to a receiver
communication process
The advantage provided to
a customer as a result of a
feature of the product.
benefit
A graph showing the relationship
between a product's price and the
quantity demanded
demand curve
The descriptive characteristics of a
market such as age, gender, race,
income, and educational level
demographics
An organized effort to influence a
company by refusing to purchase its
products.
Boycott
A name, symbol, word, or design that
identifies a product, service, or
company.
brand
The exchange of goods,
services, information, or other
business through electronic
means
e-commerce
All of the consumers who will
purchase a particular product
or service
economic market
Exchanging products or
services with others by
agreeing on their values.
Bartering
The practice of combining the
price of several related services.
Bundling
Buyer of goods and services to
produce and market other goods
and services or for resale.
business consumer
Small files that a web server
sends to your browser when
you access a site.
cookies
A part of the marketing
mix that is the locations
and methods used to make
the product available to
customers
distribution
People are sent to competitors' stores
to determine products that are sold,
prices charged, and services offered
comparison shopping
The government attempts to own and
control important resources and to
make the decisions about what will be
produced and consumed.
controlled economy
The quantity of a product that
must be sold for total revenues to
match total costs at a special price.
breakeven point
Company that completes most of
its business activities by means
other than the Internet.
bricks and mortar business
The organized actions of groups of
consumers seeking to increase their
influence on business practices
consumerism
Scheduling an advertisement
regularly throughout the year; a
common timing technique for
products that do not have seasonal
swings.
continuity
A business company that
does almost all of its
business activities through
the Internet
dot.com
The study of consumers
and how they make
decisions
consumer behavior
The amount of satisfaction a
consumer receives from the
consumption of a particular
product or service
economic utility
A business owned by people who
purchase stock in the company,
granted a charter by the state in
which they are formed.
Corporation
The common beliefs and
behaviors of a group of people
who have a similar heritage and
experience
culture
Reasons to purchase based on
feelings, beliefs, or attitudes
emotional motives
Putting the message into
language or symbols that are
familiar to the intended receiver
entrepreneur someone who takes
the risk to start a new business
encoding
Decisions and behavior based on
honest and fair standards
ethics
Tightly controlled situations in
which all important factors are
the same except the one being
studied
experiments
Information provides an
understanding of factors outside
of the organization
external
A description of a product
characteristic
feature
The receiver's reaction or
response to the source's message
feedback
Buyer of a product or service
for personal use
final consumer
A small number of people
brought together to discuss
identified elements of an issue
or problem
focus group
Making contact with the
customer after the sale to
ensure satisfaction._
follow-up
Increasing economic utility by
changing the tangible parts of
a product or service
form utility
Person-to-person communication
with potential customers in an effort
to inform, persuade, or remind them
to purchase an organization's
products or services
personal selling
A well-defined, enduring pattern of
behavior
personality
The decision processes and
actions of consumers as they
buy and use services and
products.
buying behavior
The reasons that consumers
buy products.
buying motives
The total revenue that
can be obtained from
the market segment
market potential
A part of the marketing
mix that is the locations
and methods used to make
the product available to
customers
distribution
The point where supply and demand
for a product are equal
market price
A group of individuals or organizations within a larger market that
share one or more important
characteristics
market segment
The portion of the total market
potential that each company expects
to get in relation to its competitors
market share
The creation and maintenance of
satisfying exchange relationships
marketing
Using the needs of customers as the
primary focus during the planning,
production, distribution, and
promotion of a product or service
marketing concept
A clearly identified segment of the market
to which the company wants to appeal
Target market
Specific cities or geographic areas in which
marketing experiments are conducted
test markets
One idea, appeal, or benefit around which
all advertising messages in a plan revolve
theme
When the price of a product is
increased, less will be demanded, and
when the price is decreased, more
will be demanded
law of demand
When the price of a product is
increased, more will be produced,
and when the price is decreased, less
will be produced
law of supply
An organized method of collecting, storing,
analyzing, and retrieving information to improve
the effectiveness and efficiency of marketing
decisions
marketing information system
All of the tools or activities available to
organizations to be used in meeting the needs of
a target market; the blending of the four
marketing elements (product, distribution,
price, and promotion) by a business
marketing mix
A procedure designed to identify
solutions to a specific marketing
problem through the use of
scientific problem-solving
marketing research
An amount added to the cost of a
product to determine the selling
price
markup
Communicating to huge
audiences, usually through mass
media such as magazines, radio,
television, or newspapers
mass communication
The information that goes into the
system that is needed for decisionmaking
input
The service cannot be touched,
seen, tasted, heard, or felt
intangible
Information developed from
activities that occur within the
organization
internal information
Advertisers increase their
advertising efforts during a
specific period of time and
decrease or even withdraw their
advertising during another
period of time
pulsing
Study of relationships between
individual consumers and
producers
microeconomics
A business owned and
operated by two or more
people who share in the
decision-making and
profitability of the company
partnership
Buying motives based on
loyalty
patronage motives
The lifestyle, values, and beliefs that
are common to a group of people
social class
Concern about the consequences of
actions on society
social responsibility
Concentrating effort on one or a few
related activities so that they can be
done well
specialization of labor
Offering additional products and
services after an initial sale in
order to increase customer
satisfaction
suggestion selling
The study of the economic
behavior and relationships
of the entire society
Macroeconomics
The money received from the
sale of products and services
Revenue
Taking personal responsibility
for actions
self-regulation
Making products and services
available where the consumer
wants them
place utility
All of the people in the group the
company is interested in
studying
population
The source or originator of the
message in the communication
process
sender
Activities that are intangible,
exchanged directly from producer to
consumer, and consumed at the time
of production
services
Results from making the
product or service available
when the customer wants it
time utility
A type of survey question that allows
respondents to develop their own
answers without information about
possible choices
open-ended question
Interference that can cause the
message to be interpreted by the
receiver incorrectly
noise
The person or persons to
whom the encoded message is
directed
receiver
Experiments operated in
laboratories where researchers
create the situation to be studied
simulations
A reduction from the original
selling price market the
description of the prospective
customers a business wants to
serve and the location of
those customers
markdown
Ads designed to promote
ideas, images, and issues
associated with a company or
organization
organizational
advertising
Services unused in one time
period cannot be stored for
use in the future
perishable
A procedure in which everyone in
the population has an equal
chance of being selected in the
sample
random sampling
Buying motives based on facts or
logic
rational motives
A planned set of questions to
which individuals or groups of
people respond
Survey
An unfulfilled desire
want
Results from the affordability of
the product or service
possession utility
Information collected for the first
time to solve the problem being
studied
primary data
a market situation in which independent
decisions are made by businesses and consumers with only a limited government role
regulating those relationships
private enterprise
anything offered to a market by a business
to satisfy needs, including physical
products, services, and ideas
product
used by organizations to sell specific
products
product advertising
A decision to use resources in a way that results in
the greatest profit for the producer
profit motive
Any form of communication used to inform,
persuade, or remind consumers about an
organization's goods or services
promotion
A blend of the promotional elements of
advertising, personal selling, publicity, and sales
promotion into a strategy for delivering a message to the target market
promotional mix
Activities or materials that offer
consumers a direct incentive to buy a
good or service
sales promotions
Unlimited wants and needs,
combined with limited resources
scarcity
Information already collected for
another purpose that can be used to
solve the current problem
secondary data
What are the 4 parts of the
Marketing Mix?
Product
Price
Place
Promotion
What are the 4 parts of the
Promotional Mix?
Advertising
Promotion
Publicity
Personal Selling
Please list the 3 stages of web development and
what a web site in each stage would provide.
Information – gives just address, phone and basic
company info.
Interaction – you can email/communicate with
company.
Integration – you can order product, check shipping
and get questions answered about anything they sell.
From our notes, what are two advantages of the
Internet?
Small businesses can compete with large
Research products well
Cost to advertise is low compared to print, tv, radio
From our notes, what are two disadvantages of the
Internet?
Your competition can see all your products
You may not reach your target market
No personal face to face contact
The product received may not be what was
expected
Store
Annual Sales
Kmart
$2,500,000.00
Target
$3,200,000.00
Walmart
$4,200,000.00
What is the market potential?
(add up ALL the sales)…$9,900,000.00
What is Target’s Market Share?
(take the stores sales divided by market potential, then
change to percent)
$3,200,000.00/$9,900,000 = .323…32%
Frosty’s decided to spend $500 to
advertise their Banana Splits in the
Lancaster Bee. The ingredients cost
$1.05 and they sold them for $2.50.
What was the break even point?
Cost of Advertisement
Profit (Sell price – cost)
344.8 = 345 banana splits must be
$500
sold in order to make up the cost of
(2.50-1.05)=$1.45 the advertisement