Marketing: all business activity undertaken to encourage the moving of goods from the grower or producer to the final consumer, including selling, advertising, promotions, and packaging.
Advertising: the presentation of a product, idea, or service for the purpose of inducing others to buy, support, or approve of it.
Media: collectively, channels of communication, either electronic or print, that serve mass or targeted audiences; e.g., newspapers, magazines, radio, television, etc.
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Marketing Terms
Promotion: all advertising, publicity, and personal selling activities leading to the public recognition of a business and the generation of sales.
Publicity: collectively, acts or devices intended to attract public interest, especially information with news value.
Open house: a promotional effort intended to bring customers into a business establishment, often in advance of a major floral holiday, such as Christmas.
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Marketing Terms
Loss leader: a promotional tool whereby a retail article is sold at a loss in order to attract customers.
Turnover: the number of times merchandise is sold and re-stocked for sale in a given time period.
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Marketing Terms
Target market: a defined group of customers whom a retailer attempts to attract.
Niche market: a special area of demand for a product or service.
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Marketing Terms
Circulation area: the geographic area where product is delivered and advertising is done, particularly with respect to printed media.
Demographics: the statistical characteristics of a population, such as age, income, gender, and education level that are used to develop targeted marketing efforts.
Psychographics: the behavioral and cultural characteristics of consumers, such as lifestyle, attitudes, values, and buying patterns, that influence purchasing habits.
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Marketing Terms
Customer: one that purchases a commodity or service
Customer service: the manner in which a vendor accommodates the needs and demands of the customer or client, which may enhance the perceived value of a product or service.
Customer base: a group of individuals and commercial clients who regularly patronize a business
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�Types of Customers
Decided customer: has a definite floral need, may already know exactly what he or she wants to buy.
Undecided customer: has a floral need, but has not determined exactly what he or she wants.
Browser: may be looking for an idea or a bargain, not interested in pressure for a sale, may be a potential customer, hardest to sell to.
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Types of Customers
Foot traffic: collectively, the people who come into a retail store who may or may not make a purchase.
Walk-in: a colloquial term describing a customer who enters a business establishment, without an appointment, to make a purchase or place an order, rather than using the telephone or internet.
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Selling Terms
Selling: the process of influencing a buying decision.
Impulse sale: an unplanned purchase. Such as a greeting card, etc.
Up-sell: to suggest or show to the customer one or more premium options rather than a less expensive choice. Up-selling may also encourage the sale of additional goods or services.
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�Telephone Etiquette �
Confident, happy voice
Answer every call promptly
Friendly greeting
Include name of shop
Include name of person speaking
Offer assistance
“ Good Morning. Sally’s Flowers. Samantha speaking. How may I assist you?”
Aware of products and pricing
Obtain all information on order form—date, payment, delivery, items, etc.