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| want satisfying power of a good or service |
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| org. function and set of processes for creating, communication, and delivering value to costumers and for managing costumer relationships in ways that benefit the organization and its stakeholders |
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| a good or service to meet or exceed buyers need and expectation |
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| marketing that promotes a couse or social issue, such as preventing child abuse, anti-littering and anti smoking campaigns |
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| group of people toward whom an organization markets its goods, services, or ideas with a strategy designed to satisfy their specific needs and prefrences |
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| blending the four elements of marketing strategy products, distribution, promotion, and pricing |
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| dat collected firsthand through suck methods as observation and surveys |
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| collecting and evaluating information to support marketing decision making |
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| computer searches of customer data to detect patterns and relationships |
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| dividing a market into homogenous groups on bases of their location |
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| Geographical segmentation |
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| Divides consumer market intro groups with similar psychological characteristics values and lifestyles |
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| Psychographic segementation |
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| dividing consumer market intro groups based on buyers relationship to the good or service |
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| Product-related segmentation |
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| process of dividing a total market into several relatively homogenous groups |
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| coordination of all promotional activites- media advertising, direct mail, personal selling, sales promotion, and public relations to produce a unified customer focused message |
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| Integrated marketing communication |
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| Interpersonal promotional process involving a sellers face to face presentation to a prospective buyer |
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| innovative, low cost marketing efforts designed to get consumers attention in unusual ways |
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| Paid non personal communication delivered through various media and design to inform, persuade, or remind members of a particular audience |
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| premiums, coupons, rebates, and samples are examples of what type of promotion |
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| exaggeration about the benefits of superiority of a product |
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| exchange value of a good or service |
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| adding a percentage (markup) to the base cost of a product to cover overhead cost and generate profits |
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| adding a percentage (markup) to the base cost of a product to cover overhead cost and generate profits |
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| Pricing technique usd to determine the minimum sales volume a product must generate at a certain price level to cover all costs |
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| items that consumers purchase frequently, immediately, and with little effort are ______ products. |
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| products typically purchased only after the buyer has compared competing products in competing stores |
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| consumer products that customers are willing to make a special effort to obtain |
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| major capital items such as new factories, heavy equipment and machinery and customer made equipment |
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| stage in which sales climb quickly as new customers join early users who now are repurchasing item |
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| profits decline and may become losses as further price-cutting occurs in reduced overall market for item |
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| firm tries to promote demand for its new offering, inform market about it, give free samples to entire consumers to make a trial purchase and explain features, uses and benefits |
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| name, term, sign, symbol, design, or some combination that identifies the products of one firm and differentiates them from competitors' offerings |
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| a brand that has been given legal protection |
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| occurs when a consumer chooses one firm's brand over a competitor's |
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| ultimate degree of brand loyalty, in which consumer will accept no substitute for a preferred brand |
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| added value that a respected and successful name gives to a product |
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| path through which products and legal ownership of them-flow from producer to consumers or business users |
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| distribution channel member that sells primarily to retailers or business users |
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| channel member that sells goods and services to individuals for their own use rather than for resale |
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| complete sequence of suppliers that contribute to creating a good or service and delivering it to business users and final consumers |
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| activities involved in controlling the flow of goods, services, and information among members of the supply chain |
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