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.
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.
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.
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)
Diffusion of Innovation
A concept that explains how information and acceptance of new products spread through a market.
Code of Ethics
Organizational document that includes guidelines for how business is conducted by members of the organization.
Above Competition Pricing
A competitive pricing method in which initial price is set at levels intended to be above competitors' prices.
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.
A type of warehouse offering storage space for lease and is often used by distribution channel members to handle short-term distribution needs.
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.
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.
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.
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).
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.
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 sub-category of the sales support sales classification that consists of those who offer expertise to assist other salespeople in the selling process.