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| introduction of a new product supported by a complete marketing campaign to a selected city or TV coverage area. |
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| consumer will seek out preferred brand and accept no substitute for it (the ultimate degree of brand loyalty) |
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| four basic stages—introduction, growth, maturity, and decline—through which a successful product progresses |
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| part of the brand consisting of words or letters included in a name used to identify and distinguish the firm’s offerings from those of competitors. |
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| distribution channel member that sells primarily to retailers, other wholesalers, or business users |
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| brand name used to identify several different, but related, products. |
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| items the consumer seeks to purchase frequently, immediately, and with little effort |
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| a group of related products marked by physical similarities or intended for a similar market |
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| theory of retailing in which new retailers gain a competitive foothold by offering low prices and limited services and then add services and raise prices, creating opportunities for new low-price competitors. |
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| process of coordinating the flow of goods, services, and information among members of the supply chain |
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| a bundle of physical, service, and symbolic characteristics designed to satisfy consumer wants |
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| Know that "Marketers" focus on a product's benefits |
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Definition
| Know that "Marketers" focus on a product's benefits |
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Definition
| typically purchased only after the buyer has compared competing products in competing stores |
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Definition
| pricing-related technique used to determine the minimum sales volume a product must generate at a certain price level to cover all costs. |
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Definition
| combination of personal and nonpersonal selling components designed to meet the needs of their firm’s target customers and effectively and efficiently communicate its message to them. |
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Definition
| Base pricing decisions on market share goals |
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Term
| Institutional Advertising |
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Definition
| messages that promote concepts, ideas, philosophies, or goodwill for industries, companies, organizations, or government entities |
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Definition
| businesses hope to attract customers by dropping prices for a set period of time |
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Definition
| Promotes a good or service whose benefits are not readily apparent or whose purchase decision requires a close analysis of alternatives |
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| Point-of-Purchase Advertising |
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Definition
| displays and trade shows are sales promotions directed to the trade markets. |
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Definition
| strategy that sets an intentionally high price relative to the prices of competing products. |
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Definition
| relies on personal selling to market an item to wholesalers and retailers in a company’s distribution channels. |
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Definition
| Setting prices in uneven amounts or amounts that sound less than they really are |
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Term
| Integrated Marketing Communications (IMC) |
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Definition
| coordination of all promotional activities—media advertising, direct mail, personal selling, sales promotion, and public relations—to produce a unified, customer-focused promotional strategy. |
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Definition
| allowances provided by marketers in which they share the cost of local advertising of their firm’s product or product line with channel partners. |
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Term
| Personal Selling costs more than advertising |
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Definition
| Personal Selling costs more than advertising |
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Term
| Integrated Marketing Communications Strategy |
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Definition
| focuses on customer needs to create a unified promotional message in the firm’s ads, in-store displays, product samples, and presentations by company sales representatives. |
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Term
| Chief information officer (CIO) |
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Definition
| executive responsible for directing information systems and operations |
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Definition
| software that transmits phone conversations over the Internet. |
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| Support to during the decision-making process |
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| is software or hardware that blocks outside users from accessing an intranet without a valid password. |
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Definition
| Connect computers, printers, and electronic devices without the use of cables or attachments |
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| is a company network that links employees and other authorized users. |
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Definition
| any malicious software program designed to infect computer systems. |
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Definition
| Connects computers in a close proximity to each other |
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| computer program that imitates human thinking through complicated sets of “if-then” rules. |
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Definition
| lets senior executives access the firm’s primary databases, often by touching the computer screen, pointing and clicking a mouse, or using voice recognition. |
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| software that secretly gathers user information for advertising purposes. Once spyware is installed, it monitors the user’s activity. |
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Definition
| centralized integrated collection of data resources. |
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| "TRUE" Data doesn’t have any value until it turns into information |
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| knowledge gained from processing data |
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Definition
alternative to traditional telecommunication services provided by companies such as Verizon and
Qwest. |
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Definition
| Nickname for the US national Rugby Team? |
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