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Primary Research
An approach to data collection where original data is collected for the marketers own needs or for the needs of a specific client.
Order Taker
A category within personal selling that includes salespeople who primarily assist customers with a purchase in ways that are much less assertive than salespeople who serve as Order Getters and includes sub-categories Clerks (retail and industrial) and Customer Service Personnel.
Maturity Stage of PLC
Stage within the Product Life Cycle which occurs when product growth slows with total sales increasing but at decreasing rates compared to previous periods.
Straight Re-Purchase
A type of business purchase decision that involves routine order placement that often leads to buyers buying the same product and not evaluating other product options or other brands.
Potential Customers
Those who have yet to purchase but possess what the marketer believes are the requirements to eventually become a customer.
MSRP – Manufacturer’s Suggested Retail Price
The price set by a consumer products manufacturer suggesting a price level for a product at the retail level, though depending on the demand for the product such pricing may be adjusted (mostly lower) by the marketer and others in the channel of distributions.
Administrative Channel Arrangement
A type of dependent channel arrangement where a single channel member, such as a leading brand manufacturer or large retailer, has achieved a significant power position and dominates the decisions that occur within the channel.
Business-to-Business Selling
A type of account management selling where salespeople sell products to be used by a business and do so with the intention of being involved in additional transactions as the relationship between the buyer and seller grows.
Total Product
Represents the sum of all tangible and intangible offerings and benefits a customer obtains from a product and includes three key elements: core benefits, actual product and augmented product.
Retailer
A business classification that includes resellers who, in general, obtain products from suppliers in order to sell to the final consumer.