Chapter 13

• Channel of distribution: how a product gets from the producer to the final consumer
• Wholesaler: a business that buys products in bulk from producers and then sells them to retailers
• Retailer: shops and other outlets that sell goods and services to the final consumer
• Middlemen: These are the intermediaries in the channel of distribution for example wholesalers and retailers
• Direct selling: the product is sold by the producer directly to the final consumer without the need of middlemen
• Promotion: marketing activities used to communicate with customers and potential customers to inform and persuade them to buy a business's products
• Advertising: paid-for communication with consumers which uses printed and visual media. The aim is to inform and persuade consumers to buy a product
• Informative advertising: information about the product communicated to consumers to create product awareness and attract their interest
• Persuasive advertising: communication with consumers aimed at getting them to buy a firm's product rather than a competitor's product.
• below-the-line promotion: promotion that is not paid-for communication but uses incentives to encourage consumers to buy
• Sales promotion: incentives used to encourage short-term increases in sales or repeat purchases.
• Personal selling: sales staff communicate directly with the consumer to achieve a sale and form a long-term relationship between firm and consumer.
• Direct mail: also known as mailshots; printed materials which are sent directly to the addresses of customers.
• sponsorships: payment by a business to have its name or product associated with a particular event.
• Marketing budget: the amount of money made available by a business for its marketing activities during a particular period of time.
• E-commerce: use of internet and technologies by a business to market and sell goods and services to customers.