Page 234 - DMGT554_RETAIL_BUYING

Unit 14: Disseminating Product Information to Retail Personnel

14.5 Keywords Notes

Buyers: Party which acquires, or agrees to acquire, ownership (in case of goods), or benefit or
usage (in case of services), in exchange for money or other consideration under a contract of sale.

Communication: Communication is the act of transferring information through speech, the
written word, or more subtle, nonverbal ways.
Dissemination: Broadcast of an idea or message on a large scale to make it reach a wide audience.

Information: Information, in its most restricted technical sense, is a sequence of symbols that
can be interpreted as a message.
Internet: The internet in simple terms is a network of the interlinked computer networking
worldwide, which is accessible to the general public.
Loyalty: Loyalty is faithfulness or a devotion to a person, country, group, or cause.
Manufacturer: Manufacturing is the production of goods for use or sale using labor and machines,
tools, chemical and biological processing, or formulation.
Merchandise: Household, personal use, or commercial goods, wares, commodities, bought and
sold in wholesale and retail.
Product Information: Product information refers to processes and technologies focused on
centrally managing information about products, with a focus on the data required to market and
sell the products through one or more distribution channels.
Quality: The standard of something as measured against other things of a similar kind; the
degree of excellence of something
Strategy: A method or plan chosen to bring about a desired future, such as achievement of a goal
or solution to a problem.

14.6 Review Questions

1. Define dissemination.
2. Highlight the importance of product information.
3. Discuss vertical and horizontal component of product information.

4. Throw some light on the objectives of dissemination of product information.
5. Describe loyalty cards.
6. What is item placement?
7. Do you think that smell and taste is regarded as one of the communication technique? If
yes, give reasons.
8. Explain better quality of information with reference to improvement.
9. Define vendors.
10. Highlight the guidelines for product information dissemination.

11. What is knowledge products and dissemination?

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