Page 247 - Marketing the Basics 2nd

price elasticity of demand see demand
price escalation 213
pricing strategy: auction pricing
121; complementary product pricing 122; Dutch auction 122; English auction 122; going rate pricing 121; group pricing 123; mark-up pricing 117; perceived value pricing 119; sealed bids 122; target return pricing 118; value pricing 120
Procter and Gamble 71
product adaptation 210
product adopters: early adopters
31; early majority 31; laggards 31; late majority 31; visionaries 31
product concept 20
product differentiation 57 product-filling 85
product invention 211
product ladders 53
product life-cycle 30 product-line consistency 83 product-line depth 83 product-line length 83 product-line pruning 87 product-line width 83
product mix 83
product positioning 53
product positioning strategy 56 product sales force 155 production concept 19, 20
professional sales call promotion 130
promotion mix 130
promotion tools 141
psychic proximity 200 psychographic segmentation 43 psychological pricing 123 public relations 144
Quaker Oats 211
qualitative methods 189, 197 quantitative research 186
rational messages 135 reference price 123 referent power 98 Renfrew, Holt 14 repositioning 54
return on capital 85 return on investment 84 reward power 97
ROI see return on investment Rorschach test 191
RSS Feeds 169
Saab 206
sales force management 152
sales force management model 153 sales myopia 155
sales promotions 142
SBU see strategic business unit search engine marketing 99
search engine optimization 68, 99 Sears 215
segment 11
selective distribution 96 self-cannibalization 86
selling concept 21
selling process 161
SEM see search engine marketing seniors 184
SEO see search engine
optimization
service differentiation strategy 58 Sharper Image 203
Skype 24
SMC see social marketing concept Smith, Adam 6
SMS marketing 173
social network 4, 22, 69, 77, 79,
145
social network marketing 74 social networking potential 76 societal marketing concept 23 Sony 16, 53, 208
stimulus response model:
evaluations of alternatives 179; information search 179; need recognition 179; post-purchase
162
index 239