Advertising Ch 6

Front 1

Behavioristic Segmentation

Back 1

method of determining market segments by grouping consumers into groups based on their purchase behavior

Front 2

Benefit Segmentation

Back 2

method of segmenting consumers based on the benefits being sought

Front 3

Benefits

Back 3

the gratifications or relief from problems offered by a particular brand, product, or service

Front 4

Brand

Back 4

that combination of name, words, symbols, or design that identifies the product and its source and distinguishes it from competing products--the fundamental differentiating device for all products

Front 5

Brand Equity

Back 5

the totality of what consumers, distributors, dealers, and competitors feel and think about a brand over an extended period of time; in short, it is the value of the brand's capital

Front 6

Business Markets

Back 6

organizations that buy natural resources, component products, and services that they resell, use to conduct their business, or use to manufacture another product

Front 7

Collateral Materials

Back 7

all the accessory non-media advertising materials prepared by manufactures to help dealers sell a product--booklets, catalogs, brochures, films, trade-show, exhibits, sales kits, and so on

Front 8

Communication Element

Back 8

includes all marketing-related communications between the seller and the buyer

Front 9

Communications Mix

Back 9

a variety of marketing communications tools, grouped into personal and non-personal selling activities

Front 10

Cooperative Advertising

Back 10

the sharing of advertising costs by the manufacturer and the distributor or retailer; the manufacturer may repay 50 or 100 prevent of the dealer's advertising costs or some other amount based on dales

Front 11

Copy Points

Back 11

copy-writing themes in a product's advertising

Front 12

Decline Stage

Back 12

the stage in the product life cycle when sales begin to decline due to adolescence, new technology, or changing consumer tastes

Front 13

Demographic Segmentation

Back 13

based on a population's statistical characteristics such as sex, age, ethnicity, education, occupation, income, or other quantifiable factors

Front 14

Direct Distribution

Back 14

the method of marketing in which the manufacturer sells directly to customers without the use of retailers

Front 15

Direct Marketing

Back 15

a system of marketing in which companies build their own database of customers and use a variety of media to communicate with them directly such as through ads and catalogs

Front 16

Distribution Channel

Back 16

the network of all the firms and individuals that take title, or assist in taking title, to the product as it moves from the producer to the consumer

Front 17

Distribution Element

Back 17

how and where customers will buy a company's product; either direct or indirect distribution

Front 18

Early Adopters

Back 18

willing to try new things

Front 19

Equipment-Based Service

Back 19

a service business that relies mainly on the use of specialized equipment

Front 20

Exclusive Distribution

Back 20

the strategy of limiting the number of wholesalers or retailers who can sell a product in order to gain a prestige image, maintain premium prices, or protect other dealers in a geographic region

Front 21

Family Brand

Back 21

the marketing of various products under the same umbrella name

Front 22

Four P's

Back 22

Product
Price
Promotion
Place

Front 23

Franchising

Back 23

a type of vertical marketing system in which dealers pay a fee to operate under the guidelines and direction of the parent company or manufacturer

Front 24

Geodemographic Segmentation

Back 24

combining demographics with geographic segmentation to select target markets in advertising

Front 25

Geographic Segmentation

Back 25

a method of segmenting markets by geographic regions based on the shared characteristics, needs, or wants of people within the region

Front 26

Growth Stage

Back 26

the period in a product life cycle that is marked by market expansion as more and more customers make their first purchases while others are already making their second and third purchases

Front 27

Hidden Differences

Back 27

imperceptible but existing differences that may greatly affect the desirability of a product

Front 28

Individual Brands

Back 28

assigning a unique name to each product a manufacturer produces

Front 29

Induced Differences

Back 29

distinguishing characteristics of products effected through unique branding, packaging, distribution, merchandising, and advertising

Front 30

Intensive Distribution

Back 30

a distribution strategy based on making the product available to consumers at every possible location so that consumers can buy with a minimum of effort

Front 31

Introductory Phase

Back 31

the initial phase of the product life cycle (also called the pioneering phase) when a new product is introduced, costs are highest, and profits are lowest

Front 32

Licensed Brands

Back 32

brand names that other companies can buy the right to use

Front 33

Market Segmentation

Back 33

strategy of identifying groups of people or organizations with certain shared needs and characteristics within the broad markets for consumer or business products and aggregating these groups into larger market segments according to their mutual interest in the product's utility

Front 34

Marketing Mix

Back 34

four elements, called the 4P's, that every company has the option of adding, subtracting, or modifying in order to create a desired marketing strategy

Front 35

Maturity Stage

Back 35

the point in the product life cycle when the market has become saturated with products, the number of new consumers has dwindled, and competition is most intense

Front 36

National Brand

Back 36

product brands that are marketed in several regions of the country

Front 37

Network Marketing

Back 37

a method of direct distribution in which individuals act as independent distributors for a manufacturer or private-label marketer

Front 38

Nonpersonal Communication

Back 38

marketing activities that use some medium as an intermediary for communication, including advertising, direct marketing, public relations, collateral materials, and sales promotion

Front 39

North American Industry Classification System Codes

Back 39

method used by the US Department of Commerce to classify all businesses; the NACIS codes are based on broad industry groups, subgroups, and detailed groups of firms in similar lines of business

Front 40

People-Based Service

Back 40

a service that relies on the talents and skills of individuals rather than on highly technical or specialized equipment

Front 41

Perceptible Differences

Back 41

differences between products that are visibly apparent to the consumer

Front 42

Personal Communication

Back 42

marketing activities that include all person-to-person contact with customers

Front 43

Position

Back 43

the way in which a product is ranked in the consumer's mind by the benefits it offers, by the way it is classified or differentiated from the competition, or by its relationship to certain target markets

Front 44

Price Element

Back 44

in the marketing mix, the amount charged for the good or service--including deals, discounts, terms, warranties, and so on; the factors affecting price are market demand, cost of production and distribution, competition, and corporate objectives

Front 45

Primary Demand

Back 45

consumer demand for a whole product category

Front 46

Primary Demand Trend

Back 46

the projection of future consumer demand for a whole product category based on past demand and other market influences

Front 47

Primary Motivation

Back 47

the pattern of attitudes and activities that help people reinforce, sustain, or modify their social and self-image; an understanding of the primary motivation of individuals helps advertisers promote and sell goods and services

Front 48

Private Labels

Back 48

personalized brands applied by distributors or dealer to products supplied by manufacturers; private brands are typically sold at lower prices in large retail chain stores

Front 49

Product Concept

Back 49

the consumer's perception of a product as a 'bundle' of utilitarian and symbolic values that satisfy functional, social, psychological, and other wants and needs; also, as an element of the creative mix used by advertisers to develop advertising strategy, is it the bundle of product values the advertiser presents to the consumer

Front 50

Product Element

Back 50

the most important element of the marketing mix: the good or service being offered and the values associated with it--including the way the product is designed and classified, positioned branded, and packaged

Front 51

Product Life Cycle

Back 51

progressive stages in the life of a product--including introduction, growth, maturity, and decline--that affect the way a product is marketed and advertised

Front 52

Psychographic Segmentation

Back 52

method of defining consumer markets based on psychological variables including values, attitudes, personality, and lifestyle

Front 53

Psychographics

Back 53

the grouping of consumers into market segments on the basis of psychological makeup--values, attitudes, personality, and lifestyle

Front 54

Publicity

Back 54

the generation of news about a person, product, or service that appears in broadcast or print media

Front 55

Pull Strategy

Back 55

marketing, advertising, and sales promotion activities aimed at inducing trial purchase and repurchase by consumers

Front 56

Purchase Occasion

Back 56

a method of segmenting markets on the basis of when consumers buy and use a good or service

Front 57

Push Strategy

Back 57

marketing, advertising, and sales promotion activities aimed at getting products into the dealer pipeline and accelerating sales by offering inducements to dealer, retailers, and salespeople; inducements might include introductory price allowances, distribution allowances, and advertising dollar allowances to stock the product and set up displays

Front 58

Reseller

Back 58

business that buy products from manufacturers or wholesalers and then resell the merchandise to consumers or other buyers; also called middlemen; these businesses do not change or modify the goods before they resell them; resellers make their profits by selling the goods they buy for more than they paid; the most common examples of resellers are retail stores and catalog retailers; internet retailers comprise a growing portion of the reseller business segment

Front 59

Resources

Back 59

a term in the VALS typology relating to the range of psychological, physical, demographic, and material capacities that consumers can draw upon; the resources include education, income, self-confidence, health, eagerness to buy, and energy level

Front 60

Sales Promotion

Back 60

a direct inducement offering extra incentives all along the marketing route--from manufacturers through distribution channels to customers--to accelerate the movement of the product form the producer to the consumer

Front 61

Selective Demand

Back 61

consumer demand for the particular advantages of one brand over another

Front 62

Selective Distribution

Back 62

strategy of limiting the distribution of a product to select outlets in order to reduce distribution and promotion costs

Front 63

Services

Back 63

a bundle of benefits that may or may not by physical, that are temporary in nature, and that come from the completion of a task

Front 64

Special Events

Back 64

scheduled meetings, parties, and demonstrations aimed at creating awareness and understanding for a product or company

Front 65

Target Market

Back 65

the market segment of group within the market segment toward which all marketing activities will be directed

Front 66

Target Marketing Process

Back 66

the sequence of activities aimed at assessing barious market segments, designating certain ones as the focus of marketing activities, and assigning marketing mixes to communicate with and make sales to these targets

Front 67

Telemarketing

Back 67

selling products and services by using the telephone to contact prospective customers

Front 68

Usage Rates

Back 68

the extent to which consumers use a product: light, medium, or heavy

Front 69

User Status

Back 69

six categories into which consumers can be placed, which reflect varying degrees of loyalties to certain brands and products; these categories are sole users, semisole users, discount users, aware nontriers, trial/rejectors, and repertoire users

Front 70

Vertical Marketing System (VMS)

Back 70

a centrally programmed and managed system that supplies or otherwise serves a group of stores or other businesses

Front 71

Volume Segmentation

Back 71

defining consumers as light, medium, or heavy users of products