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25 Cards in this Set
- Front
- Back
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the sum of marketing inputs--price, product, promotion, distribution--that make up marketing strategy
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marketing mix
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the study of how people's behavior affects their demand for products
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motivation research
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the share of the market of a particular brand
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market penetration
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an agent representing either buyer or seller in negotiating purchases or sales with no physical control over the goods
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broker
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offering a reduction in price through a coupon to persuade consumers to try a product
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couponing
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making a cost estimate and adding a margin to cover marketing
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cost-plus pricing
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packing or wrapping a product so as to provide product protection as well as to attract customers' attention and propel them into buying
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packaging
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the incorporation of product changes that accelerate the rate of obsolescence, thus making customers desire a new product
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planned obsolescence
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the social process of spreading information about new products to persuade potential users to accept them
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diffusion
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brands owned by middlemen, not by manufacturers
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private brand
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the point at which the largest profit can be made on a product
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profit maximization
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advantage one firms gains over competitors by building customer loyalty
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differential advantage
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a means of reducing marketing costs by eliminating, simplifying, or consolidating activities
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integrated retailing
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buyers who find a product acceptable but not preferred
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fringe market
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sending a promotional message to a target audience through the mail
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direct mail
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an estimate of sales tied to a particular marketing program, on teh assumption of a particular set of economic and otehr forces
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sales forecast
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activities involved in moving goods from producers to final buyers
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distribution
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actual amount of unit/dollar sales of a product in a specified period
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sales volume
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a negotiator of sales/purchases who does not take title to the goods
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agent middleman
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the aggregate demand of potential buyers of a product
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market
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that unit sales volume where total total revenue exactly equals total cost
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break-even point
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A salesperson who develops and maintains long-term relationships with established customers
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account representatives
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knowing what coustomers want and making it available in teh right quantities and at the right time and place
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merchandising
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the maximum sales opportunity open to all sellers of a product during a stated period of time
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market potential
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the degree to which a brand is differentiated from similar brands from the standpoint of potential buyers
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brand differentation
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