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Markup Pricing

A cost pricing method used to set a product's initial price by applying a certain percentage to the cost of the product either through a Markup-on-Cost method or a Markup-on-Selling Price method.


In marketing this represents a type of product that consists of the marketer attempting to convince customers to alter their existing behavior or perception on some issue.


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Key component of the marketer's toolkit that represents decisions on the activities and strategies needed for the exchange and movement of products (goods or services) between the marketing company and the final customer.

Consumable Product

The main good, service or idea the customer is buying when a purchase is made (e.g., the paste within a toothpaste product).

Advocacy Advertising

A type of advertising intended to influence a target audience on some matter, such as political or social issue, that also impacts the marketing organization.

Quantity Discounts

A form of standard price adjustment offering buyers an incentive of lower per-unit pricing when more products are purchased.

Personal Interview

Method of data collection, often associated with Qualitative Research, that allows researchers to talk one-on-one with a respondent thus providing the opportunity to dig deeper and find out additional details that may not be available through other methods.


A markup pricing method in which markup is viewed as a percentage by which initial price is set above product cost and is determined by multiplying the cost of each item by a predetermined percentage then adding the result to the product's cost.

Image Advertising

A type of advertising that focuses on enhancing the perceived image of the organization rather than promoting specific products.

Distribution Center

A type of warehouse where product storage is a temporary activity with products being received from many suppliers and then quickly shipped to many customers.

Co-op Advertising (also Advertising Support Program)

A form of trade sales promotion where a marketer offers channel members some level of financial support for including the marketer's products in channel member's advertising.

Agents (also Brokers)

A specialty service firm found within a marketer's channel of distribution that, for a fee, works to bring the marketer together with buyers.

Rack Jobber (also Service Merchandiser)

Wholesale format represented by distributors that are assigned and manage space (i.e., racks) within retail stores including managing inventory, setting price and developing promotions.

Personal Selling

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.


A markup pricing method in which markup is viewed as a percentage of the product's selling price and is determined by dividing the cost of each item by one minus a predetermined percentage.

Impulse Purchasing

Represents customer purchase decisions that result in a customer making unplanned purchases often due to marketer's promotions (e.g., coupons, in-store demonstrations) or product placement strategies (e.g., product located at checkout lane).