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Paid, non-personal communication through various media by organizations and individuals who are in some way identified in the advertising message.
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Marketing intermediaries that bring buyers and sellers together and assist in negotiating an exchange but don’t take title to the goods.
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How quickly or easily a given brand name comes to mind when a product category is mentioned.
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The combination of factors—such as awareness, loyalty, perceived quality, images, and emotions—that people associate with a given brand name.
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The degree to which customers are satisfied, enjoy the brand, and are committed to further purchase.
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A manager who has direct responsibility for one brand or one product line; called a product manager in some firms.
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The process used to determine profitability at various levels of sales.
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Grouping two or more products together and pricing them as a unit.
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A set of marketing intermediaries, such as agents, brokers, wholesalers, and retailers, that join together to transport and store goods in their path (or channel) from producers to consumers.
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A pricing strategy based on what all other competitors are doing. The price can be set at, above, or below competitors’ prices.
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Uses direct communication with consumers to generate a response in the form of an order, a request for further information, or a visit to a retail outlet.
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Selling to consumers in their homes or where they work.
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Selling goods and services to ultimate customers (e.g., you and me) over the Internet.
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Setting prices lower than competitors and then not having any special sales.
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Distribution that sends products to only one retail outlet in a given geographic area.
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Set prices that are higher than EDLP stores, but have many special sales where the prices are lower than competitors.
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A technique that combines all of the promotional tools into one comprehensive and unified promotional strategy.
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Distribution that puts products into as many retail outlets as possible.
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Organizations that assist in moving goods and services from producers to industrial and consumer users.
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A strategy in which the product is priced low to attract many customers and discourage competitors.
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The face-to-face presentation and promotion of goods and services.
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The procedure by which one or more dominant firms set the pricing practices that all competitors in an industry follow.
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The creation of real or perceived product differences.
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