A growing trend for using computer technology to deliver media programming and information, thus allowing media from one type of outlet (e.g., newspaper) to take advantage of features and benefits offered through other media outlets (e.g., Internet).
In marketing this represents a type of product that consists of tangible items (i.e., can be felt, tasted, heard, smelled or seen) that marketers offer to satisfy the needs of their customers.
Relates to marketing efforts that are intended to affect customers perception of the marketers offerings (e.g., products, company image) when compared with how customers perceive competitors offerings.
Information included within a package that is used to communicate with customers after they open the product package such as instruction manuals, promotional incentives and information on other company products.
A type of warehouse offering storage space for lease and is often used by distribution channel members to handle short-term distribution needs.
Key component of the marketers toolkit that represents decisions on the strategies and methods needed to select customers who will be the focus of an organizations marketing efforts.
Above Competition Pricing
A competitive pricing method in which initial price is set at levels intended to be above competitors' prices.
Code of Ethics
Organizational document that includes guidelines for how business is conducted by members of the organization.
Diffusion of Innovation
A concept that explains how information and acceptance of new products spread through a market.
Those who hold the potential to undertake activities offering long-term value to an organization that not only includes purchasing products but also providing additional support for the marketer (e.g., offer feedback, act as word-of-mouth advertisers)
Market Segmentation Variables
Represent characteristics of a market that allow marketers to create customer grouping (i.e., market segments) and range from broad characteristics, such as demographics, to individually specific characteristics, such as personal product usage.
Move by companies to locate certain business functions, such as customer service, outside of either their home country or the country in which their customers reside.
A strategic approach in which an organization attempts to get the most from its resources by following a planned procedure for identifying customers who possess the greatest potential to respond to the marketer's efforts and help the marketer meet objectives.