Page 228 - Marketing the Basics 2nd

220 glossary
Cold-calling A euphemism meaning calling on the telephone or visiting in person the prospect unannounced.
Communication adaptation Adapting the communication strategy of a product to suit local conditions.
Consumer behaviour The buying behaviour of consumers.
Contract manufacturing An agreement between two parties whereby the holder of the trade secret contracts the other party to produce the good.
Cooperative organizations A collection of producers who sell their product together in order to avoid competing with each other.
Core benefit level The benefit or solution offered by the product the customer is buying.
Core competency A task, skill, or resource that enables a company to have an advantage over their competitors.
Cost of capital The rate of return forgone from another invest- ment with similar degree of risk, and maturity.
Cost-per-thousand The cost incurred to display the advertisement to 1,000 people
Cross-ownership A set of producers, wholesalers and retailers who own shares in each others’ companies acting in concert to maximize the returns for the collective.
Cross-promotion A set of partners who combine capital, produc- tion capabilities, and other resources towards some common promotion objective beneficial to the collective.
Crowd sourcing A product development strategy entailing providing tools and resources to end-users so they can develop the product and ensure the quality themselves.
Culture The set of distinctive spiritual, material, intellectual and emotional features of society or a social group, and that it encompasses, in addition to art and literature, lifestyles, ways of living together, value systems, traditions and beliefs.
Cultural proximity A term to describe how similar two groups of people are in cultural values and norms.