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name, term, symbol, design, or combo of these that identifies a seller's products and differentiates them from competitors' products
an unwritten guarantee that the good or service is fit for the purpose for which it was sold
a product unknown to the potential buyer or a known product that the buyer does not actively seek
new product categories
new-to-the-world products, new product lines, additions to existing product lines, improvements to existing products, repositioning of existing products, and lower-cost products
new product development process
new product strategy, idea generation, screening, business analysis, development, test marketing, and commercialization
relative advantage, compatibility, complexity, observability, and trialability
a characteristic that consumers may have difficulty assessing even after purchase because they do not have the necessary knowledge or experience (medical...)
an organization that exists to achieve some goal other than the usual business goals of profit, market share, or ROI
characteristic of services that prevents them from being stores, wharehoused, or inventoried
hierarchy of effects model
model for reaching promotional objectives; awareness, knowledge, liking, preference, conviction, and purchase
a process by which the sender sends a message to the receiver-must be common frame of reference btw sender & receiver
the component of the marketing mix that enables marketers to communicate with the consumer; designed to influence an opinion about the product or elicit a response by the consumer
comprised of the four promotional tools: advertising, public relations, personal selling, and sales promotion; used to reach the target market and fulfill the organization's overall goals
public information about a company, good, or service appearing in the mass media as a news item
marketing strategy that uses aggressive personal selling and trade advertising to convince a wholesaler or retailer to carry and sell particular merchandise
a form of institutional advertising that enables corporations to express views on controversial issues
builds on the image of the company rather than the product; goal is to promote the image of a company or industry
combination of media to be used for a specific promotional campaign (broadcast, print, alternative, or Internet media...)
number of target consumers exposed to a commercial at least once during a specified period, usually 4 weeks
unique selling proposition
desirable, exclusive, and believable advertising appeal selected as the theme for a campaign
marketing function that evaluates public attitudes, identifies area within the organization that the public may be interested in, and executes a program of action to earn public understanding and acceptance; can include new product publicity, product placement, consumer education, event/issue sponsorship, and web sites
loyalty marketing program
promotional program designed to build long-term, mutually beneficial relationships between a company and its key customers
marketing activities that stimulate consumer buying and dealer effectiveness; directed at encouraging consumers to try a product, purchase more of a product, and repurchase a product
consumer sales promotions
coupons, premiums, contests, sweepstakes, sampling, and point-of-purchase displays
element of the promo mix where there is direct communication between the marketer and the consumer
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