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40 Cards in this Set

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Acceleration principle (multiplier effect)
A marketing phenomenon in which a small percentage in consumer demand can create a large percentage in business to business demand.
advertising appeal
The central idea or theme of a communication message.
advertising exposure
the degree to which the target market will see an advertising message placed in a specific vehicle.
AIDA model
The communication goals of attention, interest, desire, action.
Aperture
the best place and time to reach a person in the target market group.
approach
the first step of the actual sales presentation in which the salesperson tries to learn more about the customer's needs, create a good impression, and build rapport
attitude
a learned predisposition to respond favourably or unfavourably to stimuli based on relatively enduring evaluations of people, objects, and issues.
attitudinal measure
a research technique that probes a consumer's beliefs or feelings about a product before and after being exposed to messages about it.
behavioural learning theories
theories of learning that focus on how consumer behaviour is changed by external events or stimuli.
behavioural segmentation
technique that divides consumers into segments on the basis of how they act toward, feel about, or use a product or service.
benefit
the outcome sought by a customer that motivates buying behaviour
benefit segmentation
a segmentation approach that groups consumers based on the benefits or value they seek in busying and using products.
big rigging
collusion between suppliers responding to bid requests to lessen competition and secure higher margins.
bottom-up budgeting technique
allocation of the promotion budget that is based on identifying promotional goals and allocating enough money to accomplish them.
brand concept
how the marketer wants to brand to be positioned.
brand equity
the value of a brand to an organization.
brand extension
a new product sold with the same brand name as a strong existing brand
brand manager
a manager who is responsible for developing and implementing the marketing plan for a single brand.
bulk breaking
dividing larger quantities of goods into smaller lots to meet the needs of buyers.
business protfolio
the group of different products or brands owned by an organization and characterized by different income-generating and growth capabilities.
buy class
one of the three classifications of business buying situations that characterize the degree of time and effort required to make a decision in buying situation.
buying centre
the group of people in an organization who influence and participate in purchasing decisions.
buying group
the coordination or purchasing among member organizations to realize economies of scale and other efficiencies.
capacity management
the process by which organizations adjust their offerings in an attempt to match demand.
case allowance
a discount to the retailer or wholesaler based on the volume of product ordered.
causal research
techniques that attempt to understand cause-and-effect relationships
cause marketing
a marketing strategy in which an organization serves its community by promoting and supporting a worthy cause or by allying itself with a not for profit organization to tackle social problems
channel levels
the number of distinct categories of intermediaries that populate a channel of distribution.
classical conditioning
learning that occurs when a stimulus eliciting a response is paired with another stimulus that initially does not elicit a response on its own but will cause a similar response over time because of its association with the first stimulus.
cognitive learning theory
a theory of learning that stresses the importance of internal mental processes and that views people as problems solvers, who actively use information from the world around them to master their environment.
communications mix
the major elements of marketing controlled communication
communications model
the elements necessary for meaning to be transfered from a sender to a receiver.
competitive effect objective
pricing that is intended to have an effect on the marketing efforts of the competition.
conformity
a change in beliefs or actions as a reaction to real or imagined group pressure.
consumer behaviour
the process individuals or groups go through to select, purchase, and use goods, services, ideas, or experiences to satisfy their needs and desires.
conventional marketing system
a multiple-level distribution channel in which channel members work independently of one another.
copy testing
a marketing research method that seeks to measure the effectiveness of ads by determining whether consumers are receiving, comprehending, and responding to the ad according to plan.
creating assortments
providing a variety of products in one location to meet the needs of buyers
creative concept
how the advertising appeal will be expressed through visuals, text, music, and other design elements.
creative selling process
the process of seeking out customers, analyzing their needs, determing how product attributes