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14 Cards in this Set
- Front
- Back
What is the Marketing Mix? |
--Product --Price --Promotion --Place |
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Describe Environmental Scanning: |
--Competitive --Regulatory --Economic --Social Forces --Technological |
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Explain the Buying Process: |
--Problem Recognition --Information Search --Alternative Evaluation --Purchase Decision --Postpurchase Behavior |
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What is a Joint Venture? |
When a foreign company and a local firm invest together to create a local business, sharing ownership, control, and the profits of the new company. |
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Marketing |
The activity for creating and delivering offerings that benefit the organization, its stakeholders, and society. |
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Tarket Marketing |
One or more specific groups of potential consumers toward which an organization directs its marketing program. |
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Consumer Behavior |
The actions a person takes in purchasing and using products and services. |
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Marketing Share |
Ratio of a firm's sales to the total sales of all firms in the industry. |
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Reference Group |
People to whom an individual looks as a basis for self-appraisal or as a source of personal standards. |
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Protectionism |
The practice of shielding one or more industries within a country's economy from foreign competition through the use of tariffs or quotas. |
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Cause Marketing |
Tying the charitable contributions of a firm directly to sales produced through the promotion of one of its products. |
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Brand Loyalty |
A favorable attitude toward and consistent purchase of a single brand over time. |
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Global Brand |
A brand marketed under the same name in multiple countries with similar and centrally coordinated marketing programs. |
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Buying Center |
The group of people in an organization that participates in the buying process. |