KC Group: General

Assurance offered by a marketer that the product will perform up to expectations or the marketer will support the customer’s decision to replace, have the product repaired or accept a return for a refund.

A form of promotional price adjustment, primarily used by retailers to increase customer traffic, that intentionally prices select products at or below the cost the retailer pays to purchase the product from suppliers.

Represents a branding decision in which a design element, such as a symbol, logo, character or sound, is used to provide visual or auditory recognition for a product.

Retail format represented by general merchandisers offering mid-to-high quality products and a strong level of service.

A key concept in scientific research, including marketing research, that is designed to test theory or “gut feelings” about some issues usually with the use of statistical analysis.

A public relations tool where a company spokesperson travels to key cities to discuss new products through bookings on TV and radio shows and conducting interviews with print and Internet reporters or influencers (e.g., bloggers).

Move by companies to locate certain business functions, such as customer service, outside of either their home country or the country in which their customers reside.

A type of warehouse owned and operated by channel suppliers or resellers and used as part of their distribution activities.

A plan to collect information within a specific type of research method.

Method of data collection, often associated with Quantitative Research, that captures information through the input of responses to a research instrument containing questions (i.e., questionnaire).