Last modified by eMDPlugins - 2 years ago
4.5 based on 2 reviews
A key element of a target marketing strategy in which large markets, where customers possess different characteristics, is divided into smaller market segments in which customers are grouped by characteristic shared by others in the segment.
Last modified by eMDPlugins - 2 years ago
The price set by a consumer products manufacturer suggesting a price level for a product at the retail level, though depending on the demand for the product such pricing may be adjusted (mostly lower) by the marketer and others in the channel of distributions.
Last modified by eMDPlugins - 2 years ago
Used in marketing for market segmentation, this variable describes and groups customers by combining psychological characteristics (e.g., personality, attitude, lifestyle) with demographic characteristics (e.g., age, gender, income level).
Last modified by eMDPlugins - 2 years ago
Promotional method in which one party (e.g., salesperson) uses personal contact to build relationships with another party (e.g., those involved in a purchase decision) that results in both parties obtaining value.
Last modified by eMDPlugins - 2 years ago
5 based on 1 reviews
A distribution channel function where organizations sell products directly to the final consumer for their own personal use.
Last modified by eMDPlugins - 2 years ago
Consists of those within an organization that impact purchase decisions and includes those serving in the roles of buyer, decider, influencer, user, initiator and gatekeeper.
Last modified by eMDPlugins - 2 years ago
Refers to market conditions where a certain percentage change (positive or negative) in the price of a product results in a smaller and opposite percentage change in demand (i.e., purchases) of the product.
Last modified by eMDPlugins - 2 years ago
A form of trade sales promotion offering channel partners short-term price breaks or other guarantees (e.g., buy back unsold product) for stocking product and, in many cases, for agreeing to promote the product such as placing product in a specific store location (i.e., display allowance) or highlighting the product in company-produced promotions (i.e., advertising allowance).
Last modified by eMDPlugins - 2 years ago
An important component in determining the cost of a product, these represent costs the marketing organization incurs for a product regardless of level of production or sales.
Last modified by eMDPlugins - 2 years ago
Method of data collection, often associated with Qualitative Research, in which a group of respondents (generally numbering 8-12) are guided through discussion by a moderator in the hope that group interaction will stimulate comments that may not otherwise be elicited.