Term
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Definition
| A marketing channel without intermediaries |
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Term
| Growth and Benefits of Direct Marketing |
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Definition
| Tool to build customer relationships, Low-cost, efficient, fast alternative to reach markets, Access to buyers not reachable through other channels |
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Term
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Definition
| the process of identifying, assessing, and selecting key competitors |
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Term
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Definition
| determines the benefits that target customers’ value and how customers rate the relative value of various competitors’ offers |
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Term
| Entrepreneurial marketing |
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Definition
| involves visualizing an opportunity and constructing and implementing flexible strategies |
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Term
| Overall cost leadership strategy |
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Definition
| when a company achieves the lowest production and distribution costs and allows it to lower its prices and gain market share |
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Term
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Definition
| when a company concentrates on creating a highly differentiated product line and marketing program so it comes across as an industry class leader |
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Term
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Definition
| when a company focuses its effort on serving few market segments well rather than going after the whole market |
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Term
| Standardized marketing mix |
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Definition
| involves selling the same products and using the same marketing approaches worldwide |
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Term
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Definition
| involves adjusting the marketing mix elements in each target market, bearing more costs but hoping for a larger market share and ROI |
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Term
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Definition
| the same price in all markets but does not consider income or wealth where the price may be too high in some or not high enough in other markets |
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Term
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Definition
| the price the market can pay but does not consider actual costs |
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Term
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Definition
| a price based on a percentage of cost but can cause problems in countries with high costs |
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Term
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Definition
| Pairing of a corporation and a non-profit organization brought together by mutual gain. |
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Term
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Definition
| Programs that elicit participation with an offer to make a contribution to a designated cause. |
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Term
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Definition
| Raising awareness of a cause’s message. |
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Term
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Definition
| An agreement in which the nonprofit allows its information or knowledge to be used for a fee or an agreement in which a nonprofit's name is attached to a product. |
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