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glossary 229
Product-line length The number of products sold in a product category.
Product-line width The number of different product categories in which a vendor places a product.
Product life-cycle The revenue of a product over its lifetime. Product-filling A product strategy whereby the vendor offers the
same product in different shapes, sizes, qualities, or prices.
Product invention The creation of a new product.
Product mix The portfolio of products offered by a vendor.
Product positioning Deliberately crafting a marketing mix sepa- rating the product from competitors.
Product sales force A sales force structure where each salesperson specializes in selling a portion of the product-line.
Promotion mix The blend of the five tools used by marketers to promote a product.
Prospecting Devising a list of qualified customers who would be receptive to a marketing offer.
Public relations A promotional tool where the marketer attempts to influence public opinion by releasing one-sided information through news media channels.
Pull strategy A promotional strategy whereby the promotional mix is tailored to attract the target market, who in turn requests distribution channels to supply the product.
Push strategy A promotional strategy whereby the promotional mix is tailored to push a product through various channels to the target market.
Purchase decision The product selected to satisfy a need.
Psychic proximity See Cultural proximity.
Psychographic segmentation Dividing a market into different groups based on attitudes, personal values, lifestyles, or personal- ities.
Psychological pricing A pricing method that lessens the cognitive dissonance of making a purchasing decision.