Method of determining market segments by grouping consumers into product-related groups
based on their purchase behavior.
Method of segmenting consumers based on the benefits being sought.
Particular product attributes offered to customers, ie. high quality, low price, status, speed, sex appeal, good taste…
That combination of name, words, symbols, or design that identifies the product and its source and distinguishes it
from competing products—the fundamental differentiating device for all products.
The totality of what consumers, distributors, dealers, and competitors feel and think about a brand over an
extended period of time; in short, it is the value of the brand's capital.
Organizations that buy natural resources, component products, and services that they resell, use to conduct
their business, or use to manufacture another product.
All the accessory nonmedia advertising materials prepared by manufacturers to help dealers sell a product
—booklets, catalogs, brochures, films, trade-show exhibits, sales kits, and so on.
Includes all marketing-related communications between the seller and the buyer.
Variety of marketing communications tools, grouped into personal and nonpersonal selling activities
cooperative (co-op) advertising
Sharing of advertising costs by manufacturer and distributor or retailer. Manufacturer may
repay 50 or 100% of the dealer's advertising costs or some other amount based on sales.
(also horiz/vertical co-op adv)
Copywriting themes in a product's advertising.
In prod-life cycle__ sales begin to decline due to obsolescence, new technology, or changing consumer tastes
Based on a population's statistical characteristics such as sex, age, ethnicity, education,
occupation, income, or other quantifiable factors.
Method of marketing in which the manufacturer sells directly to customers without the use of retailers.
A system of marketing in which companies build their own database of customers and use a variety of
media to communicate with them directly such as through ads and catalogs.
The network of all the firms and individuals that take title, or assist in taking title, to the product as it
moves from the producer to the consumer.
How and where customers will buy a company's product; either direct or indirect distribution.