Glossary

a desired response

features that surround the core product

changing the product as needed to meet the needs of the local culture

paying to disseminate a message that identifies a brand or an organization being promoted to many people at one time

a type of trade allowance that applies to advertising

attention, interest, desire, and action (stages a consumer goes through)

to ensure that the product works like it’s supposed to in a variety of different environments

software that allows managers who are not computer experts to gather all kinds of different information from a company’s databases

physical factors in a store that firms can control

mental positions or emotional feelings, favourable or unfavourable evaluations, and action tendencies people have about products, services, companies, ideas, issues, or institutions

features that surround the actual product

when a business tries to lure in customers with an incredibly low-priced product and sales personnel attempt to sell them more expensive products

divides people and organizations into groups according to how they behave with or act toward products

when a feature satisfies a need or want that a customer has (what does the customer get out of using the product)

having actual customers make sure the product works under real-world conditions

a program that performs automatic functions online

a name, picture, design, or symbol, or combination of those items used by a seller to identify its offerings and to differentiate them from competitors’ offerings

utilizing an existing brand name or brand mark for a new product category

the symbol associated with a brand

the spoken part of a brand’s identity

the set of activities designed to create a brand and position it in the minds of consumers

the point at which the revenue (or number of units sold) equals total costs

when companies sell to local, state, and federal governments

groups of people within organizations who make purchasing decisions

prohibits the use of e-mail and other technology to randomly push a message to a potential consumer

when consumers must buy a given product because they are at a certain event or location or they need a particular product because no substitutes will work

analyzes how another company solved the problem that’s being researched

sells a high volume of a particular type of product so that other retailers have difficulty competing

a corporation associating the sales of its products to a program of donations or support for a charitable or civic organization

a dispute among channel members related to goals, roles or rewards

a strong channel partner with channel power

a partner to actively promote and sell a product as it travels through its marketing channel to users

channel partners who wield strong power in areaas such as economic or expertise

questions that limit a respondent’s answers

what results when you use both quantitative and qualitative information and data

short-term incentives such as coupons, contests, games, rebates, and mail-in offers that supplement the advertising and sales efforts

sales promotions people enter or participate in to have a chance to win a prize

products and services consumers generally don’t want to put much effort into shopping for

a sample a researcher draws because it’s readily available and convenient to do so

miniature supermarkets

the central functional offering

a corporation’s gifts to charitable organizations

a philosophy in which the company’s expected actions include not only producing a reliable product, charging a fair price with fair profit margins, and paying a fair wage to employees, but also caring for the environment and acting on other social concerns

taking the cost of the product and then add a profit to determine a price

an immediate price reduction off an item

the process of countering the extreme negative effects a company experiences when it receives bad publicity

the shared beliefs, customs, behaviours, and attitudes that characterize a society

types of buyers

the person who makes the final purchasing decision

the last stage of the project life cycle

the receiver (customer or consumer) interpreting the message

segmenting buyers by personal characteristics such as age, income, ethnicity and nationality, education, occupation, religion, social class, and family size

carry a wide variety of household and personal types of merchandise such as clothing and jewelry

demand that comes from a source other than the primary buyer of a product

the shortest marketing channel consists of just two parties: a producer and a consumer

acquiring part or all of a foreign company

direct marketing through the mail

delivery of personalized and often interactive promotional materials to individual consumers

includes an offer and a call to action

cutting middlemen or intermediaries out of the process

entering new markets with new products or doing something outside a firm’s current business

a list of phone numbers registered with the government

asking two questions in the same question

decrease the package sizes of their products or the amount of the product in the packages to save money and keep prices from rising too much

specialize in selling over-the-counter medications, prescriptions, and health and beauty products and may offer services such as photo printing

selling a large quantity of goods at a price too low to be economically justifiable in another country

translating a message so that it’s appropriate for the message channel

researchers interview, observe, and often videotape people while they work, live, shop, and play

certain characteristics that are important to you

the price initially set is the price the seller expects to charge throughout the product’s life cycle

selling products through one or very few outlets

when you are initially investigating a problem but you haven’t defined it well enough to do an in-depth study of it

sell products to buyers abroad

an oral or written statement by the seller regarding how the product should perform and the remedies available to the consumer in the event the offering fails

the stages families go through over time and how this affects people’s buying behaviour

delivers a benefit

information the seller receives by someone purchasing a product

costs that a company must pay regardless of its level of production or level of sales

a small change in demand by consumers can have a big effect throughout the chain of businesses that supply all the goods and services that produce it

a group of potential buyers who are brought together to discuss a marketing research topic with one another

grants an independent operator the right to use a company’s business model, name, techniques, and trademarks for a fee

product provided by the manufacturer for free to retailers if they sell products to consumers

designates who is responsible for what shipping costs and who owns the title to the goods and when

allows consumers to try a small amount of a product so that hopefully they will purchase it

people who will decide if and when you get access to members of the buying centre

a process that takes data and plots it on a map

combining both demographic and geographic information

divides the market into areas based on location

marketing environmentally safe products and services in a way that is good for the environment

when corporations exaggerate or misstate the impact of their environmental actions

a market in which a producer hasn’t authorized its products to be sold

the second stage of the product life cycle

a pyramid-shaped hierarchy of motives

conflict that occurs between organizations of the same type

an obligation for the seller to provide an offering of at least average quality, beyond any written statements

items purchased without any planning

the product passes through one or more intermediaries

gathering corporate information illegally or unethically

people who may or may not use the product but have experience or expertise that can help improve the buying decision

the people within the organization who first see the need for the product

nonprofit organizations such as the Canadian Red Cross Society, churches, hospitals, charitable organizations, universities, clubs, and so on

an approach designed to deliver one consistent message to buyers through an organization’s promotions that may span all different types of media

strategy to try to sell products in as many outlets as possible

the other organizations that products and services pass through before they get to you

engaging in detailed, one-on-one, question-and-answer sessions with potential buyers

the first stage in a product’s life cycle

when the demand for one product increases the demand for another

an entity created when two parties agree to share their profits, losses, and control with one another in an economic activity they jointly undertake

pricing one or more items low to get people into a store

the process by which consumers change their behaviour after they gain information or experience

sell the right to use some aspect of the production processes, trademarks, or patents to individuals or firms in foreign markets

how many different, or distinct, product lines a company has

how many offerings there are in a single product line

when new but similar products are added to the product line

items priced below cost in an effort to get people into stores

sales promotions designed to get repeat business

the overall tendency of the study to be off kilter

price reductions

focus on entering new markets with existing products

focus on increasing a firm’s sales of its existing products to its existing customers

test the complete launch of a product’s marketing plan to ensure that it reaches buyers, gets positive feedback, and generates sales of the product or service

a set of business practices designed to plan for and present an organization’s products or services in ways that build effective customer relationships

the components of marketing: product, price, place, promotion

a strategic plan at the functional level that provides a firm’s marketing group with direction

a marketing research company that buys research reports from other marketing research companies and then sells the reports in their entirety or in pieces to other firms

an amount added to the cost of a product

broadcasting a message that will reach the largest number of people possible

the third stage of the product life cycle

form of media

states the purpose of the organization and why it exists

promotions sent to personal devices through the internet

when a company wants to buy the same type of product it has in the past, but it makes some modifications

inward drive to get what we need

someone who is paid to shop at a firm’s establishment or one of its competitors to observe the level of service, cleanliness of the facility, and so forth and report his or her findings to the firm

when a firm purchases a product for the first time

interference that distorts marketing messages

a contract that specifies what information is proprietary, or owned by the partner, and how, if at all, the partner can use that information

any type of sample that’s not drawn in a systematic way

retailing not conducted in stores

what organizations want to accomplish in a given time frame

when a company prices a product a few cents or a few dollars below the next dollar amount

stores that sell a variety of discount merchandise that consists of seconds, overruns, and the previous season’s stock other stores have liquidated

can fit into any store category

questions that ask respondents to elaborate

promotions in public locations

discount retailers that operate under the brand name of a single manufacturer, selling products that couldn’t be sold through normal retail channels due to mistakes made in manufacturing

using a low initial price to encourage many customers to try a product

how you interpret the world around you and make sense of it in your brain

a two-dimensional graph that visually shows where your product stands relative to your competitors based on criteria important to buyers

how a person decides what to pay attention to and how to interpret and remember different things

soliciting personal information in order to steal an identity and use it to generate cash fraudulently

a deliberate effort by companies to make their products obsolete, or unusable, after a period of time

encourage consumers to buy a brand or product immediately

small temporary stores

from which you derive your target market

how consumers perceive a product relative to the competition

when a product or service does not meet expectations of the buyer

setting low prices to drive competitors out of business

something you get either for free or for a small shipping and handling charge with your proof of purchase

a news story written by an organization to promote a product, organization, or person

when a higher price is utilized to give an offering a high-quality image

when different offerings are sold together at a price that’s typically lower than the total price a customer would pay by buying each offering separately

charging different customers different prices for the same product

when consumers are very sensitive to the price change of a product

people’s sensitivity to price changes

when firms get together and agree to charge the same prices

when the demand for a product stays relatively the same and buyers are not sensitive to changes in its price

offering a few price levels for different packages

what a company wants to accomplish with its pricing

information you collect yourself, using hands-on tools such as interviews or surveys, specifically for the research project you’re conducting

demand for a product category

limit the amount and type of information a company can collect about a consumer and also specify how that information can be used or shared

each would-be participant has a known and equal chance of being selected

companies that purchase goods and services that they transform into other products

a tangible good people can buy, sell, and own

show a channel partner’s customers how products work and answer any questions they might have

creating new products for existing customers

the stages the product goes through after development, from introduction to the end of the product

a group of related offerings

the entire assortment of products a firm offers

getting a company’s product included as part of a television show, movie, video game, special event, or book

an interactive, paid approach to marketing that involves a buyer and a seller

used to reveal information research respondents might not reveal by being asked directly

the different types of marketing communications an organization uses

a short-term tactic designed to get people into a store or to purchase more of a product

segment and target buyers geographically within a few hundred feet of their businesses using wireless technology

people's activities, interests, opinions, attitudes, values, and lifestyles

combines the lifestyle traits of consumers and their personality styles with an analysis of their attitudes, activities, and values to determine groups of consumers with similar characteristics

trying to reach our self-esteem and persuade us that we will feel better about ourselves if we use certain products

communication designed to help improve and promote an organization’s image and products

exaggerated claims

creating demand for a product among consumers so that businesses agree to sell the product

a cash incentive from the manufacturer to push a particular item

a manufacturer convinces wholesalers, distributors, or retailers to sell its products

any form of research that includes gathering data that are not quantitative, and it often involves exploring questions such as why as much as what or how much

refunding part (or all) of the purchase price of a product after the buyer completes a form and sends it to the manufacturer with proof of purchase

groups a consumer identifies with and may want to join

an effort to 'move' a product to a different place in the minds of consumers

an invitation to submit a bid to supply the good or service

what data you are going to gather and from whom, how and when you will collect the data, and how you will analyze them once they’ve been obtained

the goal(s) the research is supposed to accomplish

companies that sell goods and services produced by other firms without materially changing them

companies that buy products from wholesalers, agents, or distributors and then sell them to consumers

old brands or products that companies bring back for a period of time

the product is made available to certain markets first and then other markets later

provide incentives for salespeople to increase their sales

a subset of potential buyers that are representative of your entire target market

any type of marketing research mistake that occurs because a sample was utilized

information collected by scanners at checkout stands in stores

data that have already been collected by someone else, or data you have already collected for another purpose

criteria to classify buyers

the process of filtering out information based on how relevant it is to you

demand for a specific brand

misinterpretation of the intended message

having products available in a few specific outlets

when people forget information

a method of examining content in blogs, tweets, and other online media (other than news media) to determine what people are thinking at any given time

an action that provides a buyer with an intangible benefit

one for which the consumer will make an effort to compare and select a brand

analyzes both external and the internal environments

setting a high initial price for a product to more quickly recoup the investment related to its development and marketing

the use of business organizations and techniques to attain laudable social goals

online communication among interdependent and interconnected networks of organizations, people, and communities

unwanted commercial e-mail similar to junk mail

highly differentiated offerings

sell a certain type of product, but they usually carry a deep line of it

financial support for events, venues, or experiences and provide the opportunity to target specific groups

a conception of the corporation as a body that owes a duty not only to its shareholders but also to all its stakeholders, defined as all those parties who have a stake in the performance and output of the corporation

products are kept the same in international markets

products retailers produce themselves or pay manufacturers to produce for them

a situation in which a purchaser buys the same product in the same quantities from the same vendor

companies increasing their sales by forming alliances with one another

a process that helps an organization allocate its resources to capitalize on opportunities in the marketplace

what a firm is going to do to achieve its objectives

a group of people within a culture who are different from the dominant culture but have something in common with one another such as common interests, vocations or jobs, religions, ethnic backgrounds, and geographic locations

any form of selling under another guise or a phony front

self-service retailers that provide a full range of food products to consumers as well as some household products

oversized department stores that carry a broad array of general merchandise as well as groceries

all the organizations that figure into any part of the process of producing, promoting, and delivering an offering to its user

monitoring supply chains and tinkering with them so they’re as efficient as possible

the ability of a society or company to continue to operate without compromising the planet’s environmental condition in the future

analyzes Strengths, Weaknesses, Opportunities, and Threats

primary data that marketing research firms collect on a regular basis and sell to other companies

specific actions taken to execute a strategy

a catchphrase designed to sum up the essence of a product

a specific group of customers firms want to reach

direct marketing by phone

include both fixed costs and variable costs

give channel partners different incentives to push a product

targeted to channel members who conduct business or trade with consumers

manufacturers helping salespeople understand how the manufacturers’ products work and how consumers can be enticed to buy them

influence on consumer behaviour

economic, social, and environmental results as well as financial well-being (People, Planet, Profit)

state laws preventing large businesses from selling products below cost

specific benefit consumers will remember

those that buyers do not generally want to have to shop for until they need them

retailers that sell used products

the people and groups within the organization that actually use the product

benefits buyers receive that meet their needs

the specific benefits a product or service offering provides a buyer

costs that change with a company’s level of production and sales

a conflict that occurs between two different types of members in a channel

supercentres that sell products at a discount and requires a membership to access

a promise by the seller that an offering will perform as the seller said it would

companies that obtain large quantities of products from producers, store them, and break them down into cases and other smaller units more convenient for retailers to buy