A strategic approach in which an organization attempts to get the most from its resources by following a planned procedure for identifying customers who possess the greatest potential to respond to the marketer's efforts and help the marketer meet objectives.
A concept in conducting research that is concerned with making sure the method used to gather data leads to consistent results that would be duplicated if others follow the same methods.
A form of advertising that intentionally inserts products into entertainment programming (e.g. movies, TV programs, video games) such as showing product use by an actor, placing product in background or having product name mentioned.
A competitive pricing method in which initial price is set at levels that are the same as competitors' prices.
Minor New Purchase Decision
Type of consumer purchase decision that involves the purchase of something new to a consumer but in the customer's mind is not a very important purchase in terms of need, money or other reason.
Major Re-Purchase Decision
Type of consumer purchase decision that is important to the consumer but the consumer feels confident making these decisions since they have previous experience purchasing the product.
A type of advertising that focuses on enhancing the perceived image of the organization rather than promoting specific products.
Method of data collection that falls within the category of Causal Research in which one variable, called the independent variable, is manipulated to see how it may affect another variable, called the dependent variable.
Descriptive Data Analysis
Refers to techniques for analyzing research data in which results are presented, often using charts or tables, as a summary of what has been gathered without making a statement of whether the results hold up to statistical evaluation.
Consumer Sales Promotions
Sales promotions that are primarily directed at the final consumer normally in the form of an incentive to make a purchase or undertake some other activity.