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Inept_Set-brands that a buyer is aware of when considering a purchase, thinks poorly of , but uses in some way as a sourch of information. See Inert Set, Evoked Set.
Favorability_Sc-a scaling device for measuring a target audience's feelings or attitudes towards a company or its products. Responses are commonly recorded on a five-stage scale: 1. Very Unfavorable, 2. Somewhat Unfavorable, 3. Indifferent, 4. Somewhat Favorable, 5. Very Favorable. Also called Image Analysis. See Familiarity Scale.
a means of evaluating the effectiveness of a company's recent advertising, without help from the researcher, selected respondents from the target market are asked to bring to mind advertisements they have seen or heard recently. See Aided Recall Test, Recall Test.
Inertia_Selling
a selling practice in which unsolicited goods and services are sent to consumers in expectation that ...
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Out_Suppliers-suppliers with whom the buying organisation has not had dealings previously and therefore considers risky. See In-Suppliers.
Advertising_to_-a marketing control measure used to determine whether the amount spent on advertising in a given period was excessive, total advertising expenditure is expressed as a percentage ot total marketing expenditure.
Psychological_S
a consumer's mind set, his or her positive or negative feelings or predispositions towards a particu ...
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Discount-a reduction off the list price offered by a producer to a buyer, five types of discounts are common: trade, quantity, cash, seasonal and allowances. See Allowances, Cash Discount, Quantity Discount, Seasonal Discount, Trade Discount.
Shipping_Packag-outer packaging (cartons, for example) in which products are packed for storage and transport. See Primary Packaging, Secondary Packaging.
Reinforcement_A
advertising intended to reassure purchasers, to tell them that they have done the right thing in buy ...
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Distribution_Co-costs associated with the holding of inventory and the shipment of goods to customers.
Dissociative_Gr-groups with whom an individual does not wish to be associated, groups whose use of a product will deter other buyers. See Aspirational Groups,
Horizontal_Dive
a growth strategy in which a company seeks to add to its existing lines new products that will appea ...
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Experience_Curv-see Learning Curve.
Alternative_Adv-advertising which uses media other than the traditional media, examples of alternative advertising include advertising signs on parking meters and supermarket shopping trolleys, in-store video screens, etc.
High_Contact_Re
a recent trend in retailing in which some retailers attempt to position themselves by emphasising th ...
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Asch_Phemonenon-a tendency, first recorded by the psychologist S.E.Asch, for an individual's purchase decisions to be influenced highly by reference groups and group norms. See Group Influences, Reference Group.
Sliding_Down_th-a pricing method in which the initial price is set at the highest possible level and then gradually reduced to attract successive waves of purchasers as demand diminishes.