Bus 336: Intro To Marketing

Front 1

Acceleration principle (multiplier effect)

Back 1

A marketing phenomenon in which a small percentage in consumer demand can create a large percentage in business to business demand.

Front 2

advertising appeal

Back 2

The central idea or theme of a communication message.

Front 3

advertising exposure

Back 3

the degree to which the target market will see an advertising message placed in a specific vehicle.

Front 4

AIDA model

Back 4

The communication goals of attention, interest, desire, action.

Front 5

Aperture

Back 5

the best place and time to reach a person in the target market group.

Front 6

approach

Back 6

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

Front 7

attitude

Back 7

a learned predisposition to respond favourably or unfavourably to stimuli based on relatively enduring evaluations of people, objects, and issues.

Front 8

attitudinal measure

Back 8

a research technique that probes a consumer's beliefs or feelings about a product before and after being exposed to messages about it.

Front 9

behavioural learning theories

Back 9

theories of learning that focus on how consumer behaviour is changed by external events or stimuli.

Front 10

behavioural segmentation

Back 10

technique that divides consumers into segments on the basis of how they act toward, feel about, or use a product or service.

Front 11

benefit

Back 11

the outcome sought by a customer that motivates buying behaviour

Front 12

benefit segmentation

Back 12

a segmentation approach that groups consumers based on the benefits or value they seek in busying and using products.

Front 13

big rigging

Back 13

collusion between suppliers responding to bid requests to lessen competition and secure higher margins.

Front 14

bottom-up budgeting technique

Back 14

allocation of the promotion budget that is based on identifying promotional goals and allocating enough money to accomplish them.

Front 15

brand concept

Back 15

how the marketer wants to brand to be positioned.

Front 16

brand equity

Back 16

the value of a brand to an organization.

Front 17

brand extension

Back 17

a new product sold with the same brand name as a strong existing brand

Front 18

brand manager

Back 18

a manager who is responsible for developing and implementing the marketing plan for a single brand.

Front 19

bulk breaking

Back 19

dividing larger quantities of goods into smaller lots to meet the needs of buyers.

Front 20

business protfolio

Back 20

the group of different products or brands owned by an organization and characterized by different income-generating and growth capabilities.

Front 21

buy class

Back 21

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.

Front 22

buying centre

Back 22

the group of people in an organization who influence and participate in purchasing decisions.

Front 23

buying group

Back 23

the coordination or purchasing among member organizations to realize economies of scale and other efficiencies.

Front 24

capacity management

Back 24

the process by which organizations adjust their offerings in an attempt to match demand.

Front 25

case allowance

Back 25

a discount to the retailer or wholesaler based on the volume of product ordered.

Front 26

causal research

Back 26

techniques that attempt to understand cause-and-effect relationships

Front 27

cause marketing

Back 27

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

Front 28

channel levels

Back 28

the number of distinct categories of intermediaries that populate a channel of distribution.

Front 29

classical conditioning

Back 29

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.

Front 30

cognitive learning theory

Back 30

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.

Front 31

communications mix

Back 31

the major elements of marketing controlled communication

Front 32

communications model

Back 32

the elements necessary for meaning to be transfered from a sender to a receiver.

Front 33

competitive effect objective

Back 33

pricing that is intended to have an effect on the marketing efforts of the competition.

Front 34

conformity

Back 34

a change in beliefs or actions as a reaction to real or imagined group pressure.

Front 35

consumer behaviour

Back 35

the process individuals or groups go through to select, purchase, and use goods, services, ideas, or experiences to satisfy their needs and desires.

Front 36

conventional marketing system

Back 36

a multiple-level distribution channel in which channel members work independently of one another.

Front 37

copy testing

Back 37

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.

Front 38

creating assortments

Back 38

providing a variety of products in one location to meet the needs of buyers

Front 39

creative concept

Back 39

how the advertising appeal will be expressed through visuals, text, music, and other design elements.

Front 40

creative selling process

Back 40

the process of seeking out customers, analyzing their needs, determing how product attributes