Page 546 - Foundations of Marketing

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accessory equipment Equipment that consumers’ emotions and encourage brand competitors Firms that market
does not become part of the final buying products with similar features and
physical product but is used in attitude An individual’s enduring benefits to the same customers at
production or office activities evaluation of feelings about and similar prices
advertising Paid nonpersonal behavioral tendencies toward an brand equity The marketing and financial
communication about an organization object or idea value associated with a brand’s
and its products transmitted to a target attitude scale A means of measuring strength in a market
audience through mass media consumer attitudes by gauging the brand extension An organization uses
advertising appropriation The advertising intensity of individuals’ reactions to one of its existing brands to brand a
budget for a specific time period adjectives, phrases, or sentences about new product in a different product
advertising campaign The creation an object category
and execution of a series of automatic vending The use of machines brand insistence The degree of brand
advertisements to communicate with a to dispense products loyalty in which a customer strongly
particular target audience average fixed cost The fixed cost per prefers a specific brand and will
advertising platform Basic issues or unit produced accept no substitute
selling points to be included in an average total cost The sum of the brand licensing An agreement whereby a
advertising campaign average fixed cost and the average company permits another organization
advocacy advertising Advertising that variable cost to use its brand on other products for
promotes a company’s position on a average variable cost The variable cost a licensing fee
public issue per unit produced brand loyalty A customer’s favorable
aesthetic modifications Changes relating bait pricing Pricing an item in a product attitude toward a specific brand
to the sensory appeal of a product line low with the intention of selling a brand manager The person responsible
agents Intermediaries that represent either higher-priced item in the line for a single brand
buyers or sellers on a permanent basis balance of trade The difference in value brand mark The part of a brand that
aided recall test A posttest that asks between a nation’s exports and its is not made up of words, such as a
respondents to identify recent ads and imports symbol or design
provides clues to jog their memories barter The trading of products brand name The part of a brand that can
allowance A concession in price to base-point pricing Geographic pricing be spoken, including letters, words,
achieve a desired goal that combines factory price and and numbers
approach The manner in which a freight charges from the base point brand preference The degree of brand
salesperson contacts a potential nearest the buyer loyalty in which a customer prefers
customer benefit segmentation The division of one brand over competitive offerings
arbitrary approach Budgeting for an a market according to benefits that brand recognition The degree of brand
advertising campaign as specified by consumers want from the product loyalty in which a customer is aware
a high-level executive in the firm Better Business Bureau (BBB) A system that a brand exists and views the
artwork An advertisement’s illustrations of nongovernmental, independent, brand as an alternative purchase if
and layout local regulatory agencies supported their preferred brand is unavailable
Asia-Pacific Economic Cooperation by local businesses that helps settle breakdown approach Measuring
(APEC) An alliance that promotes problems between customers and company sales potential based on
open trade and economic and specific business firms a general economic forecast for
technical cooperation among member blogs Web-based journals (short a specific period and the market
nations throughout the world for “weblogs”) in which writers potential derived from it
Association of Southeast Asian Nations editorialize and interact with other break-even point The point at which the
(ASEAN) An alliance that promotes Internet users costs of producing a product equal
trade and economic integration among brand A name, term, design, symbol, the revenue made from selling the
member nations in Southeast Asia or other feature that identifies one product
atmospherics The physical elements seller’s product as distinct from those brokers Intermediaries that bring buyers
in a store’s design that appeal to of other sellers and sellers together temporarily

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