Chapter 12 Notes
Promotion Mix (Or marketing communications mix)
The specific blend of promotion tools that the company use to persuasively
communicate customer value and build customer relationships
Any paid form of nonpersonal presentation a
Chapter 11 Notes
All activities involved in selling goods or services directly to final
consumers for their personal, nonbusiness use
A business whose sales come primarily from retaining
A retail store that carries a nar
Chapter 4 Notes
Sets out the organization's basic purpose for being.
The number and types of competitors the marketing manager must face, and
how they may behave.
An organized approach for eval
Chapter 14 Notes
Connecting directly with carefully targeted individual consumers to both
obtain an immediate response and cultivate lasting customer relationships
An organized collection of comprehensive date about indi
Chapter 10 Notes part 1
Value Delivery Network
The network made up of the company, suppliers, distributors, and ultimately
customers who "partner" with each other to improve the performance of the
entire system in delivering customer value
Chapter 10 Notes part 2
The cutting out of marketing channel intermediaries by product or service
producers, or the displacement of traditional resellers by radical new types
Marketing Channel Design
Chapter 13 Notes
The step in the selling process in which the salesperson meets the customer
for the first time.
Sales promotion tools used to generate business leads, stimulate purchases,
reward customers, and motivate salesp
Chapter 6 Notes
Dividing a market into smaller segments of buyers with distint needs,
characteristics, or behaviors that might require separate marketing strategies
The process of evaluating each market segmen
Chapter 9 Notes part 2
Products that occur in nature-such as timber, iron ore, oil, and coal.
Processed expense items that become part of a finished product.
Expense items that do not become part of a finished product.
Chapter 9 Notes part 1
The need-satisfying offering of a firm.
A product's ability to satisfy a customer's needs or requirements.
A deed performed by one party for another.
The set of all product lines and indivi