Metric for assessing advertising expenditure determined by dividing the total cost for a certain advertisement by the percentage of an audience who experience the advertisement (e.g., seen, heard) are actually within the marketer’s target market.
A critical component needed to make good marketing decisions by presenting a picture of what is occurring (or likely to occur) in a market and then offering alternative courses of action that may be followed by the marketer in order to reach their objectives.
A type of business purchase decision faced by buyers considering an important purchase but one the buyer has never or rarely made before and, consequently, will devote considerable time evaluating alternatives.
A form of trade sales promotion that are generally found in retail outlets and allow products to be prominently presented thereby increasing the probability the product will standout.
Refers to disagreements that arise within a channel when a channel member’s decisions affect (often negatively) the business operations of other members.
A component of the internal influences on consumer buying behavior that represents what a person feels or believes and which may be reflected in how a person acts (e.g., what they buy).
Wholesale format represented by distributors that never take physical possession of products but instead act as shipping coordinators who receive product orders and arrange to have products shipped directly to their customers from product suppliers.
