Page 568 - Foundations of Marketing

© iStockphoto.com/sorendis /
© wecand/Getty Images

A manufacturers’, 369, 419 Asia-Pacific Economic preference of, 275
selling, 419 Cooperation (APEC), 207, private, 276, 402
AAA+ rating, 209 as wholesalers, 419–420 209–211, 220 private distributor, 276, 277
Academy Awards, 439 AIDA model, 466, 476 Assembler, 417 protecting, 278–279
Accessory equipment, 264 Alliances Association of Southeast Asian recognition of, 275
Activities in market, within marketing channel, Nations (ASEAN), 207, store, 276
coordinating, 41 369–370 211, 220 types of, 276–277
Actual performance, 42, 44–45 regional trade, 207–212 Atmospherics, 408 Brand competitors, 56
Administered VMS, 379 strategic, 216 Attitude, 156–158 Branding. See also Brand
Adoption process for product, strategic channel, 370 Attitude scale, 157 brand equity and, 274–276
271–272 Allowance, 350 Attitude toward the object model, co-, 281
Advertising/advertisements. See buy-back, 505 157 cultural, 274
also Advertising campaign buying, 505 Attributes of product, 371 family, 279
advocacy, 456 merchandise, 505 Audience, 431, 457–458 individual, 279
appropriation in, 460–461 scan-back, 505 Audit, 472–473 policies on, 279
artwork in, 466–467 trade, 505 Automatic vending, 413–414 of product, 272–281
comparative, 456 Alternatives, 147 Avatar, 236 value of, 273–274
competitive, 456 American Community Survey Average fixed cost, 336 Brand manager, 320
cooperative, 505 (ACF), 95 Average total cost, 336 Brazil, Russia, India, China,
copy of, 465–466 American Customer Satisfaction Awareness, creating through and South Africa (BRICS),
defined, 455 Index, 59–60, 304 promotion, 433–434 200
institutional, 455 American Idol, 446 Breakdown approach, 131
message in, 464–467 Analysis Break-even analysis, 339–340,
mobile, 237, 465, 468 break-even, 339–340, 352 B 352
nature of, 455–456 business, 299–300 Baby Boomers, 112–113, 123 Break-even point, 339
pioneer, 456 cycle, 135 Balance of trade, 202 Bribery, 494
platform for, 459–460 environmental, 54 Behavior. See also Business “Bricks-and-clicks” model, 243
of product, 456 marginal, 352 buying; Customer Broadband Internet services,
promotion mix using, marketing cost, 43–44 business buying, 145, 184 259
437–438 random factor, 135 consumer buying, 145 Brokers, 419–420
reinforcement, 456 regression, 135 routinized response, 149 Buildup approach, 131
reminder, 456 sales, 42–43 Behavioral intentions model, 157 Bundle pricing, 346
smartphone, 237 seasonal, 135 Benefit segmentation, 129 Business
types of, 455–456 SWOT, 34–35, 323 Birdyback, 387 analysis of, 299–300
Advertising campaign, 456 time series, 135 Black Friday, 384 cycle of, 59
appropriation for, 460–461 trend, 135 Blogs, 233–234 marketing and, 17
“Arrive a Guest. Leave a value, 185–186 Bonded storage, 385 products for, 183–184, 261,
Legend,” 468 vendor, 186 BP Deepwater Horizon oil leak, 368–369
developing, 456–469 Antitrust Improvements Act, 62 158 purchases for, 182–183
effectiveness of, 467–468 Applications, 238–239 Brand. See also Branding services for, 265
executing, 467 Apprentice, The, 446 dealer, 276 transactions in, 178–183
media plan for, 461–463 Approach, defined, 486 defined, 272 Business buying
message of, 464–467 Approach stage of personal equity in, 274–276 behavior during, 184
objectives of, 458–459 selling, 485 extension of, 279–280 decisions during, 184–188
platform for, 459–460 Appropriation in advertising, generic, 276–277 methods of, 182
target audience for, 457–458 460–461 insistence for, 275 Business customers
Advocacy advertising, 456 Arbitrary approach, 461 licensing, 281 attributes of, 179
Aesthetic modifications, 296 “Arrive a Guest. Leave a licensing of, 281 dimensions of, 178–183
African American subculture, Legend” advertising loyalty to, 274–275 primary concerns of, 179–181
165–166 campaign, 468 manufacturer, 276, 277 transactions with, 179
Agents Artwork, 466–467 mark of, 273 Business for Social
defined, 419 Asian American subculture, 166 name of, 272, 277–278 Responsibility (BSR), 204

I-11

Copyright 2014 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s).
Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it.