Last modified 8 years ago
A component of the internal influences on consumer buying behavior that represents what a person feels or believes and which may be reflected in how a person acts (e.g., what they buy).
Last modified 8 years ago
Refers to disagreements that arise within a channel when a channel member's decisions affect (often negatively) the business operations of other members.
Last modified 8 years ago
Metric for assessing advertising expenditure determined by dividing the total cost for a certain advertisement by the percentage of an audience who experience the advertisement (e.g., seen, heard) are actually within the marketer's target market.
Last modified 8 years ago
Telephone technology that identifies and filters incoming customer calls and then direct calls to selected company personnel.
Last modified 8 years ago
A critical component needed to make good marketing decisions by presenting a picture of what is occurring (or likely to occur) in a market and then offering alternative courses of action that may be followed by the marketer in order to reach their objectives.
Last modified 8 years ago
A type of business purchase decision faced by buyers considering an important purchase but one the buyer has never or rarely made before and, consequently, will devote considerable time evaluating alternatives.
Last modified 8 years ago
A form of trade sales promotion that are generally found in retail outlets and allow products to be prominently presented thereby increasing the probability the product will standout.
Last modified 8 years ago
A type of warehouse offering storage space for lease and is often used by distribution channel members to handle short-term distribution needs.
Last modified 8 years ago
A formal plan presented by researchers to clients that offers critical information outlining how research objectives and how research will be conducted.
Last modified 8 years ago
A target marketing strategy that uses a single marketing strategy to appeal to one or more small sub-segments within a larger market segment.