13 IGCSE Business marketing Mix: Place and Promotion. – Flashcards
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Channels of Distribution
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How a product gets from the producer to the final consumer.
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Wholesaler
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A business that buys products in bulk from producers and then sells them to retailers
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Retailer
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Shops and other outlets that sell goods and services to the final consumer.
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Middlemen
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These are the intermediaries in the channels of distribution, for example, wholesalers and retailers.
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Direct selling
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The product is sold by the producers directly to the final consumer without the need for any middlemen.
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Promotion
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Marketing activities used to communicate with customers to inform and persuade them to buy a business's products.
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Advertising
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Paid for communication with consumers which uses printed and visual media. The aim is to inform and persuade consumers to buy a product.
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Informative Advertising
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Information about the product is communicated to consumers to create product awareness and attract interest.
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Persuasive Advertising
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Communication with consumers aimed at getting them to buy a firm's product rather than a competitor's product.
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Bellow-the-line promotion
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Promotion that is not paid-for communication but uses incentives to encourage consumers to buy.
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Sales Promotion
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Incentives used to encourage short-term increases in sales or repeat purchases.
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Personal Selling
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Sales staff communicating directly with the consumer to achieve a sale and form a long-term relationship between the firm and the consumer.
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Direct Mail
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Also known as "mail shots" or "junk mail", printed materials which are sent directly to the addresses of the customers.
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Sponsorship
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Payment by a business to have its name or products associated with a particular event.
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Marketing Budget
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The amount of money made available by a business for its marketing activities during a particular period of time.
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E-Commerce
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The use of internet and other technologies used by a business to market and sell goods and services to customers.
