1. Floral Marketing

2. Marketing Terms Marketing: all business activity to encourage the moving of goods, including selling, advertising, promotions, and packaging. Advertising: the presentation of a product, idea, or service so others may buy, support, or approve of it. Media: channels of communication, either electronic or print, – serve mass or targeted audiences; e.g., newspapers, magazines, radio, television, etc.

3. Marketing Terms Promotion: advertising, leading to the public recognition of a business and the generation of sales. Publicity: to attract public interest, especially information with news value. Open house: a effort to bring customers into a business establishment. – Often centered around major floral holiday

4. Marketing Terms Loss leader: 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.

5. 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.

6. Marketing Terms Circulation area: the geographic area where product is delivered and advertising is done, particularly with respect to printed media. Demographics: characteristics of a population, – 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.

7. 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

8. 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.

9. 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.

10. 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.

11. Marketing Racing the Clock: The Dutch Auction http://www.pbs.org/thebotanyofdesire/video- dutch-auction.php http://www.pbs.org/thebotanyofdesire/video- dutch-auction.php Like a Florist from 100 years ago http://www.pbs.org/thebotanyofdesire/video- florist-100-years-ago.php http://www.pbs.org/thebotanyofdesire/video- florist-100-years-ago.php