Development Stage of PLC

Stage within the Product Life Cycle which occurs before a product is introduced to the market and is principally a time for honing the product offering and preparing the market for the product.

External Forces

Factors considered outside the control of marketers but that potentially influence marketing decision-making and include demographics, economic conditions, governmental environment, influential stakeholders, cultural and social change, innovation and competitors.


From a marketers perspective, consists of all people and/or organizations possessing the necessary qualification for making a purchase or otherwise developing a relationship with the marketer.


The internal processing of stimuli (e.g., advertisements) that shapes how a person sees themselves and the world they live in.

Reseller Network

The collection of resellers such as retailer, wholesalers and industrial distributors, who provide services that assist the marketer in reaching their final customer.

Account Management

A sub-category of the order getter sales classification in which salespeople are responsible for all aspects of building customer relationships from initial sale through to follow-up account servicing.

Contractual Wholesaler

Wholesale format represented by a distributor that brings together and manages many independent retailers within a contractual arrangement.

Diffusion of Innovation

A concept that explains how information and acceptance of new products spread through a market.

Modified Re-Purchase

A type of business purchase decision in which a buyer, who previously gave little consideration for alternatives when purchasing a certain type of product, has now decided to consider other options thus increasing the chances of purchasing from a new supplier.

Perceptual Filter

A component of the internal influences on consumer buying behavior that affects, through both conscious and subconscious processes, how a consumer perceives the world.