Page 230 - Marketing the Basics 2nd

222 glossary
Direct-response television marketing A form of direct marketing whereby the seller connects to a prospect through the airwaves, either by broadcasting an infomercial, or by advertising their product on a cable-shopping channel.
Distribution A word describing the arrangement of a series of data plotted on a graph.
Domestic-based export agent A person who sells a domestically produced product overseas on behalf of the producer for a commission.
Domestic-based export merchant A company that buys a domestically produced product in order to sell it overseas on behalf of the producer.
Downstream stretch A product strategy whereby the vendor moves into a market of higher volume but lower profit per unit.
Dual adaptation A strategy whereby the exporter adapts both their product and communication strategy to suit local tastes.
Dumping When a company charges either less than it costs or less than it charges in its home market in order to buy their way into a market or capture high market share.
eCRM A CRM technology that permits marketers to use ecommerce applications to implement their CRM strategy.
Email marketing A direct marketing tactic entailing sending tailored messages to a customer or prospect with the aim of bringing the reader to a website.
Evaluation of alternatives The evaluation of the potential benefits against the potential drawbacks from making one purchasing choice over another.
Exclusive distribution A placement strategy whereby the manu- facturer grants a limited number of vendors the right to sell a product.
Expected product level The combined features and qualities of a product that delivers its core benefit.