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Definition
| Product, price, promotion, and distribution |
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Term
| Current Situational Analysis |
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Definition
| process of examining the firm's ongoing market situation |
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Term
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Definition
| Any place where customers with or acquire more information about a firm. |
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Definition
| Firm features uniform products and market offerings across countries with the goal of generating economies of scale in production while using the same promotional theme |
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Term
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Definition
| Occurs when products and marketing messages are designed for and adapted to individual countries |
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Term
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Definition
| Occurs when there is the perception that most goods and services are essentially the same. |
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Term
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Definition
| Overall consumer perceptions or end user feelings toward a company along with its goods and services |
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Definition
| Symbol used to identify a company and its brands, helping to convey the overall corporate image |
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Definition
| Items that easily evoke consensually held meanings within a culture or subculture |
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Term
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Definition
| Names generally assigned to a good or service or group of complementary products. |
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Definition
| When a company offers a series or group of products under one brand name |
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Definition
| Use of an established brand name on goods or services not related to the core brand. |
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Term
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Definition
| Development of a new brand by a company in a good or service category in which it currently has brand offereings. |
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Definition
| Offering two or more brands in a single marketing effort |
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Term
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Definition
| Form of co-branding in which the name of one brand is placed within another brand |
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Term
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Definition
| Form of co-branding in which two firms create a joint venture of two or more brands into a good or service |
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Term
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Definition
| From of co-branding in which marketing of two brands together encourages co-consumption or co-purchases |
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Term
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Definition
| Consumers are aware of the brand, have it in their consideration, regard the products as a good value, buy it regularly, and recommend it |
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Term
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Definition
| A set of brand assets that add to the value assigned to a product |
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Term
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Definition
| Measures of returns on brand investments |
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Term
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Definition
| Distributed exclusively within the organization's outlets |
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Term
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Definition
| Extent to which a stimulus or task is relevant to a consumer's existing needs, wants, or values |
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Term
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Definition
| Personality characteristic an individuals displays when he or she engages in and enjoys mental activities |
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Term
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Definition
| Mental position taken toward a topi, person, or event that influences the holder's feelings, perceptions, learning processes, and subsequent behaviors |
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Term
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Definition
| Customers who like to shop will undertake a more in-depth search for details about goods and services |
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Term
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Definition
| Strongly held beliefs: comfortable life, equality, pleasure, salvation, security, excitement, freedom, fun life, happiness, inner peace, mature love, personal accomplishment, self-fulfillment, self-respect, sense of belonging, social acceptance, wisdom |
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Term
| Sequence of consumer attitude |
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Definition
*cognitive>affective>conative*
affective>conative>cognitive
conative>cognitive>affective |
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Term
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Definition
| Set of brands a consumer considers during the information search and evaluation processes |
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Term
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Definition
| Memory set that consists of the brands that are held in a person's memory but are not considered because they elicit negative feelings |
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Term
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Definition
| Memory set of brands that hold the brands that the consumer has awareness of but has neither negative nor postive feelings about |
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Term
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Definition
| Purchasing decision model in which the consumer chooses the brand for which he or she has the strongest liking or feelings |
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Term
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Definition
| Group of individuals who make a purchase decision on behalf of a business |
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Term
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Definition
| Occurs when the firm has previously chosen a vendor and intends to place a reorder |
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Term
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Definition
| Company buying team considers and evaluates new purchasing alternatives |
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Term
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Definition
| Company buys a good or service for the first time, and the product involved is one with which organizational members have no experience |
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Term
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Definition
| Demand based on, linked to, or generated by the production and sale of some other good or service |
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Term
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Definition
| Selling virtually the same goods or services to both consumers and businesses |
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Term
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Definition
| Purchasing decision model that assumes that no one single brand will score high on every desirable attribute and that individual attributes vary in terms of their importance to the consumer |
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Term
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Definition
| Purchasing decision model that establishes a minimum or threshold rating that brands must meet in order to be considered. |
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Term
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Definition
| Purchasing decision model that is a combination of the compensatory and conjunctive heuristics models. |
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