Direct Marketing Systems
A direct distribution system where customers place orders either through information gained from non-personal contact with the marketer (e.g., marketer's website or print catalog) or through personal communication with a company representative who is not a salesperson (e.g., placing order by telephone).
Growth Stage of PLC
Stage within the Product Life Cycle which occurs when a product is widely accepted and often reaches rapid growth characterized by a large percentage sales increase over previous periods.
Describes the decisions made by marketers to appeal to their target markets and includes product, distribution, promotion, pricing and services.
Partial-Service Research Firm
Research companies that offer expertise addressing a specific part of the research plan, such as developing methods to collect data (e.g., design surveys) locating research participants or undertaking data analysis.
Push Money (also Sales Incentives)
A form of trade sales promotion offering incentives to a channel member's sales force and customer service staff to help sell more of the marketer's product.
Represents the sum of all tangible and intangible offerings and benefits a customer obtains from a product and includes three key elements: core benefits, actual product and augmented product.
A component of the Total Product offered by the marketer, this represents part of the product that is used (i.e., product features) as well as other elements that are included such as branding, packaging and labeling.
A process for setting the initial price for a product that bases price largely competitor pricing and includes such methods as Below Competition Pricing, Above Competition Pricing and Parity Pricing.
Direct Distribution System
A distribution design where a marketer reaches the intended final customer by distributing the product directly to the customer and includes Direct Marketing Systems, Direct Retail Systems, Personal Selling Systems and Assisted Marketing Systems.
A component of the external influences on consumer buying behavior that represents people and organizations with which a person shares certain characteristics and which may influence a persons purchase decisions.
Suggests marketing decisions should flow from first making efforts to know what customers want and only after this should an organization initiate the process of developing and marketing products and services.
A competitive pricing method in which initial price is set at levels that are the same as competitors' prices.
A component of the external influences on consumer buying behavior that represents the circumstances, such as environment, emotional state or time pressure, a person is experiencing when faced with a purchase decision.
A sub-category of the sales support sales classification that consists of those who offer expertise to assist other salespeople in the selling process.
A sub-category of the order getter sales classification in which salespeople are responsible for all aspects of building customer relationships from initial sale through to follow-up account servicing.
A method for contacting sales prospects where a salesperson makes an unannounced first contact with the prospect with the intention of either scheduling a future appointment or giving a sales presentation during this first contact period.