1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20
Formal sales training | A process used to give new salespeople product knowledge, skill in selling, information about markets and competition, and guidance on company policies and practices | |
Close | Obtaining the commitment of the prospect in a personal selling transaction | |
Consumer-franchise-building promotions | Sales promotion activities that communicate distinctive brand attributes and contribute to the development and reinforcement of brand identity | |
Direct-mail marketing | Direct marketing through single mailings that include letters, ads, samples, foldouts, and other “salespeople with wings” sent to prospects on mailing lists | |
Direct-response television marketing | Direct marketing via television, including direct-response television advertising or infomercials and home shopping channels | |
Online marketing | Marketing conducted through interactive online computer systems, which link consumers with sellers electronically | |
Commercial online services | Services that offer online information and marketing services to subscribers who pay a monthly fee | |
Electronic commerce (e-commerce) | The general term for a buying and selling process that is supported by electronic means | |
Corporate Web site | Web site that seeks to build customer goodwill and to supplement other sales channels rather than to sell the company’s products directly | |
Marketing Web site | Web site designed to engage consumers in an interaction that will move them closer to a purchase or other marketing outcome | |
Online ads | Ads that appear while subscribers are surfing online services or Web sites, including banners, pop-up windows, “tickers,” and “roadblocks.” | |
Webcasting | The automatic downloading of customized information of interest to recipients’ PCs, affording an attractive channel for delivering Internet advertising or other information content | |
Integrated direct marketing | Direct-marketing campaigns that use multiple vehicles and multiple stages to improve response rates and profits | |
Cost per order (CPO) | A measure used in direct marketing to determine the number of orders generated relative to the cost of running the advertisement | |
Controlled circulation basis | Distribution of a publication free to individuals a publisher believes are of importance and responsible for making purchase decisions or are prescreened for qualification on some other basis | |
Product | Anything and organisation or individual offers for exchange that may satisfy customers’ or consumers’ needs or the marketer’s own needs | |
Consumer product | Product bought by final consumer for personal consumption | |
Convenience products | Products that are widely available, usually inexpensive, and frequently purchased Consumer product that the customer usually buys frequently, immediately, and with a minimum of comparison and buying effort | |
Shoping products | Goods and services that consumers shop for, comparing quality, suitability, style, price, and other factors | |
Specialty products | Products perceived by consumers as having unique qualities, to the point that no substitutes are acceptable | |
Unsought products | Those products that consumers do not consciously want or actively seek out | |
Industrial products | Products purchased by an organisation for use either in other products or in its own operations | |
Product levels | potential, augmented, expected generic, core benefit | |
Core product | The basic good or service purchased, aside from its packaging or accompanying services | |
Functional attributes | Things that a product or service does for consumers | |
Total quality management (TQM) | Programs designed to constantly improve the quality of products, services, and marketing processes | |
Emergency products | Those products that are usually purchased as the result of urgent needs | |
Staple | Goods which buyers give litle thought when purchasing, other than noting the need for the item and picking it up | |
Generic products | Products which are not branded, are simply packed, and usually are priced well below both manufacturer’s and private brands | |
Augmented product | A good, service, or idea enhanced by its accompanying benefits; synthesis of what the seller intends and the buyer perceives | |
Product quality | The ability of a product to perform its functions; it includes the product’s overall durability, reliability, precision, ease of operation and repair, and other valued attributes | |
Innovation | A product which is perceived in the marketplace as being innovative | |
Impulse products | Those products which the consumer buys without having established intention to buy, often feature on racks arranged prominently and enticingly around checkout counters in supermarkets, drugstores, and variety stores | |
Homogeneous shopping products | Products among which consumers perceive little difference in the core benefits | |
Heterogeneous shopping products | Products that differ from each other on important dimensions, such as style, design, and personal taste, for which such dimensions tend to out weight price in the purchasing decision | |
Durable goods | The tangible items that can be expected to survive multiple use | |
Loss leaders (or price leaders) | Products advertised below the retailer’s costs to increase customer traffic | |
Implied warranties | Unwritten warranties that indicate that the product is in good condition and is suitable for the purpose for which it was bought | |
Services | Activities, benefits, or satisfactions that are offered to satisfy consumers’ and customers’ needs | |
Service intangibility | A major characteristic of services—they cannot be seen, tasted, felt, heard, or smelled before they are bought | |
Service inseparability | A major characteristic of services—they are produced and consumed at the same time and cannot be separated from their providers, whether the providers are people or machines | |
Service variability | A major characteristic of services—their quality may vary greatly, depending on who provides them and when, where, and how | |
Service perishability | A major characteristic of services—they cannot be stored for later sale or use | |
Service-profit chain | The chain that links service firm profits with employee and customer satisfaction | |
Internal marketing | Marketing by a service firm to train and effectively motivate its customer-contact employees and all the supporting service people to work as a team to provide customer satisfaction | |
Interactive marketing | Marketing by a service firm that recognizes that perceived service quality depends heavily on the quality of buyer–seller interaction | |
Servicing | The maintenance of the product in working order so that its benefits are not diminished | |
Industrial services | Services purchased for use in producing the buyer’s products or, more frequently, for use in general operation | |
Product orientation | A philosophy of business which focuses primarily on a firm’s own resources and products | |
Product line | A grouping of products managed and marketed as a unit because they have similar functions, are distributed in similar ways, or fall within the certain price range. Length, breath, depth and continuum is distinguished. | |
Product line breath | The number of product lines in the product mix of an organisation | |
Product line depth | The number of individual items within each product line | |
Line extension | Using a successful brand name to introduce additional items in a given product category under the same brand name, such as new flavors, forms, colors, added ingredients, or package sizes | |
Product class | All the brands of a good and service offered by all competitors to meet a basic consumer need |