The process of
planning and executing the conception, pricing, promotion, and
distribution of ideas, goods, and services to create exchanges
that satisfy individual and organizational objectives.
Products
purchased by a consumer for personal use.
Products used
by companies to produce other products.
The
combination of product, pricing, promotion, and distribution
strategies used to market a product.
A good,
service or idea that attempts to fill consumers' wants.
The creation
of a product or product image that differs enough from existing
products to attract consumers.
The part of
the marketing mix concerned with selecting the appropriate price
for a product.
The part of
the marketing mix concerned with selecting the appropriate
techniques to sell a product to consumers.
Any form of
paid nonpersonal communication used by an identified sponsor to
persuade or inform certain audiences about a good, service, or
idea.
A promotional
technique that uses person&-to&-person communication
to sell products.
A promotional
technique involving one&-time direct inducements (such as
coupons, trading stamps, and package inserts) to consumers to
purchase a product.
All
promotional activities directed at building good relations with
various sectors of the population.
Communication
to the public (usually through the mass media) about a product
or firm. The firm has no control over the content of the
message.
The part of
the marketing mix concerned with getting products from the
producer to the consumer.
Any
transaction in which two or more parties trade things of value.
A group of
people with similar wants and needs that can be expected to show
interest in the same product(s).
The process of
dividing a market into categories of customer types.
The mental
traits &- such as opinions, attitudes, and motivations&-of
a target market.
The study of
what buyers need and how businesses can best meet those needs.
Data,readily
available as a result of previous research.
Data developed
through new research.
A market
research technique that involves simply watching what is
happening.
A market
research technique that uses a questionnaire that is either
mailed to individuals or used as the basis of telephone or
personal interviews.
A market
research technique in which a group of about 6 to 15 individuals
is gathered, presented with an issue, and asked to discuss the
issue in depth.
A market
research technique that attempts to compare the responses of the
same or similar individuals under different circumstances.
The various
facets of the decision process by which customers come to
purchase and consumer a product.
Those reasons
for purchasing a product that are based on a logical evaluation
of product attributes (such as cost, quality, and usefulness).
Those reasons
for purchasing a product that are based on nonobjective factors.
A consumer's
feeling that a recent purchase decision was wrong. Also called
buyer's remorse.
The use of
marketing strategy to support global, rather that just domestic,
business.
