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1、Adapted marketing mixAn interna- tional marketing strategy for adjusting the marketing mix elements to each international target market, bearing more costs but hoping for a larger market share and return.Administered VMSA vertical market- ing system that coordinates successive stages of production a
2、nd distribution, not through common ownership or contrac- tual ties, but through the size and power of one of the parties.Adoption processThe mental process through which an individual passes from first hearing about an innovation to final adoption.AdvertisingAny paid form of nonper- sonal presentat
3、ion and promotion of ideas, goods, or services by an identified sponsor.Advertising agencyA marketing ser- vices firm that assists companies in plan- ning, preparing, implementing, and eval- uating all or portions of their advertising programs.Advertising objectiveA specific com- munication task to
4、be accomplished with a specific target audience during a spe- cific period of time.Advertising specialtyUseful article imprinted with an advertisers name, given as a gift to consumers.Affordable methodSetting the promo- tion budget at the level management thinks the company can afford.Age and life-c
5、ycle segmentationDivid- ing a market into different age and life- cycle groups.AgentA wholesaler who represents buy- ers or sellers on a relatively permanent basis, performs only a few functions, and does not take title to goods.AllowancePromotional money paid by manufacturers to retailers in return
6、 for an agreement to feature the manufacturers products in some way.Alternative evaluationThe stage of the buyer decision process in which the con- sumer uses information to evaluate alter- native brands in the choice set.ApproachThe step in the selling process in which the salesperson meets the cus
7、tomer for the first time.AttitudeA persons consistently favor- able or unfavorable evaluations, feelings, and tendencies toward an object or idea.B2B (business-to-business) e-commerce Using B2B trading networks, auction sites, spot exchanges, online product cat- alogs, barter sites, and other online
8、 resources to reach new customers, serve current customers more effectively, and obtain buying efficiencies and better prices.B2C (business-to-consumer) e-com- merceThe online selling of goods and services to final consumers.Baby boomersThe 78 million people born during the baby boom following World
9、 War II and lasting until the early 1960s.Basing-point pricingA geographical pricing strategy in which the seller des- ignates some city as a basing point and charges all customers the freight cost from that city to the customer.Behavioral segmentationDividing a market into groups based on consumer
10、knowledge, attitude, use, or response to a product.BeliefA descriptive thought that a per- son holds about something.BenchmarkingThe process of compar- ing the companys products and processes to those of competitors or leading firms in other industries to find ways to improve quality and performance
11、.Benefit segmentationDividing the mar- ket into groups according to the different benefits that consumers seek from the product.BrandA name, term, sign, symbol, or design, or a combination of these intended to identify the goods or services of one seller or group of sellers and to differenti- ate th
12、em from those of competitors.Brand equityThe positive differential effect that knowing the brand name has on customer response to the product or service.Brand extensionUsing a successful brand name to launch a new or modified product in a new category.Break-even pricing (target profit pric- ing)Sett
13、ing price to break even on the costs of making and marketing a product; or setting price to make a target profit.BrokerA wholesaler who does not take title to goods and whose function is to bring buyers and sellers together and assist in negotiation.Business analysisA review of the sales, costs, and
14、 profit projections for a new product to find out whether these factors satisfy the companys objectives.Business buyer behaviorThe buying behavior of the organizations that buy goods and services for use in the produc- tion of other products and services or for the purpose of reselling or renting th
15、em to others at a profit.Business buying processThe decision process by which business buyers deter- mine which products and services their organizations need to purchase, and then find, evaluate, and choose among alter- native suppliers and brands.Business portfolioThe collection of businesses and
16、products that make up the company.Buyer-readiness stagesThe stages con- sumers normally pass through on their way to purchase, including awareness, knowledge, liking, preference, convic- tion, and purchase.BuyersThe people who make an actual purchase.Buying centerAll the individuals and units that participate in the business buying-decision process.Buzz marketingCultivating opinion leaders and getting them to spread infor- mation about a product or service to oth- ers in their communities.B
