KC Group: General

A smaller part of a larger market consisting of customers grouped (i.e., segmented) by characteristic shared by others in their group.

A component of the internal influences on consumer buying behavior that represents the strength of a persons desire to achieve a certain outcome.

Method of data collection, often associated with Qualitative Research, that allows researchers to talk one-on-one with a respondent thus providing the opportunity to dig deeper and find out additional details that may not be available through other methods.

A form of contractual dependent channel arrangement where retailers work together to manage channel relationships.

Method of data collection often associated with Quantitative Research, where the behavior of customers is monitored as they engage in regular purchase or information gathering activities in either an online or offline setting.

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.

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.

Retail format represented by general merchandise retailers that offer very limited product selection and relatively high prices but offer easy purchase experience through accessible store locations, small store size for quick shopping and fast checkout.

Consists of those within an organization that impact purchase decisions and includes those serving in the roles of buyer, decider, influencer, user, initiator and gatekeeper.

A component of the Total Product offered by the marketer, these represent the key benefits offered by a product itself or through other aspects of using the product.