KC Group: General

A component of the external influences on consumer buying behavior that represents people and organizations with which a person shares certain characteristics and which may influence a persons purchase decisions.

The fourth category within the Diffusion of Innovation consisting of up to one-third of the overall market who are primarily characterized as preferring to take a wait-and-see approach before trying something new.

A media relations tools used as part of public relations involving the submission of articles to media, such as newspapers and websites, as filler material when publications lacks sufficient content or as original content for publishers whose business model involves mostly third-party submissions.

A category within personal selling that includes salespeople who primarily concentrate on selling activities targeted to those who influence others to purchase the product of which is the Missionary Selling is most predominant example.

The outermost container that is seen and touched by the final customer and includes: first-level package, second-level package and package inserts.

A form of sales promotion, mainly used in the consumer market, which typically lowers a customer’s final acquisition cost for a product purchase but generally does so by: 1) requiring customers provide information and/or undertake activity after the purchase, and 2) only offering the incentive after the information is received.

The planned direction the marketing effort takes over some period of time that serves as a general guide to decision-making.

An approach to data collection where original data is collected for the marketers own needs or for the needs of a specific client.

Found within the Group Membership component of the external influences on consumer buying behavior, this concept represents people and organizations which a person simultaneously associates or, in some cases, feels the need to disassociate.

Found within the Culture component of the external influences on consumer buying behavior, this concept represents smaller groups sharing similar values such as ethnicity, geographic location, and special interests.