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Promotion Mix
The general name give to the four major methods marketers have for promoting their products that include advertising, sales promotion, personal selling and public relations.
Peripheral Stakeholders
Represent groups, such religious organizations, community activists, and cause supporters, that are part of a marketing organization's external forces but that may not routinely impact the marketer unless specific issues arise.
Mom-and-Pop Retailer
Retail format represented by a small, individually or family owned and operated outlet that generally services a local community often with a high level of service but relatively small product selection.
Market Research Distributors
Companies that function as intermediaries in the research market by acquiring access to information, such as research reports, from producers of the research (e.g., market research companies) and then selling this information to those seeking research (e.g., marketer developing a new product).
Individual Product Branding
A branding strategy in which products are given brand names that are newly created and generally not connected to names of existing brands offered by the company.
Features
Characteristics of a product that offer functional and/or psychological benefits to a customer.
Digital Convergence
A growing trend for using computer technology to deliver media programming and information, thus allowing media from one type of outlet (e.g., newspaper) to take advantage of features and benefits offered through other media outlets (e.g., Internet).
Convenience Products
A category of consumer products with characteristics that include: appeals to large market segment, purchase is frequent; pricing is relatively low; and product is widely distributed.
Actual Product
A component of the Total Product offered by the marketer, this represents part of the product that is used (i.e., product features) as well as other elements that are included such as branding, packaging and labeling.
Business Equipment Sales
A type of new business development primarily found in industries where profits come from the sale of supplies and services that support a main product (e.g., business equipment) and where salespeople focus on getting buyers to purchase the main product.