Last modified 8 years ago
Anything new that offers solutions to needs by providing a significant advantage (e.g., more features, ease of use) over existing products, services or methods.
Last modified 8 years ago
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.
Last modified 8 years ago
A direct distribution system where the marketer relies on others (e.g., agents and brokers) to communicate the marketer's products but the marketer handles distribution directly to the customer.
Last modified 8 years ago
A method of research that is often highly structured and controlled in which one variable, called the independent variable, is manipulated to see how it may effect another variable, called the dependent variable.
Last modified 8 years ago
Metric for assessing advertising expenditure determined by dividing the total cost for a certain advertisement by how many times an advertisement is experienced (e.g., seen, heard).
Last modified 8 years ago
A form of contractual dependent channel arrangement where a central organization (franchisor) controls nearly all activities of other members (franchisee).
Last modified 8 years ago
The first category within the Diffusion of Innovation concept that consists of a small percentage of a market who are primarily characterized as being at the forefront of adopting new products and eager to try new things, often without regard to price.
Last modified 8 years ago
Describes the decisions made by marketers to appeal to their target markets and includes product, distribution, promotion, pricing and services.
Last modified 8 years ago
A sub-category of the order getter sales classification in which salespeople locate and sell to new customers then once a sale is made pass this customers on to others in their organization who handle account maintenance.
Last modified 8 years ago
Name given to a method of delivery of audio and video programming that a user can download to a media devices, such as MP3 players or video player, thus allowing for playback on the user's own schedule.