Page 573 - Foundations of Marketing

I-16 Subject Index

Penetration pricing, 344 Power PRIZM, 126 Promotions, 499–506
Percent-of-sales approach, 461 buying, 58–59 Probability sampling, 96 availability of, 443
Perception, 152–154 channel, 376 Problem/issue for research, 91–92 awareness, creating through,
Perceptual mapping, 306–307 of marketing channels, 376 Problem recognition, 146 433–434
Performance Power shopping center, 407 Process materials, 265 competition for, 436
actual, 42, 44–45 Preapproach stage of personal Producer market, 174–175 consumer, 499–504
of sales force, 498–499 selling, 485–486 Product line, 265–266, 347–348 costs of, 443
standards of, 42, 44–45 Preference of brand, 275 Product manager, 320 criticisms of, 447
strategic, evaluation of, 42 Premium money, 506 Product mix, 265–266 defenses of, 447
Periodic discounting, 345 Premium pricing, 348 Products. See also New products; defined, 432
Perishability of services, 312–313 Premiums, 503–504 Services; specific types of demand, stimulating through,
Personal interview surveys, 98 Presentation for personal selling, adoption process for, 434
Personality, 158 486–487 271–272 e-marketing strategies for,
Personal selling. See also Selling Press conference, 471 advertising of, 456 244–245
approach stage of, 485 Press release, 471 branding of, 272–281 face-to-face, 486
closing stage of, 487 Pretest, 467 for business, 183–184, 368–369 loyal customers, for retaining,
defined, 482 Price leaders, 348 characteristics of, 442–443 435
follow-up stage of, 487 Price lining, 348 classifying, 261–265 marketing, variables of, 7
nature of, 482–484 Prices/pricing competitors, 56 mixing, 436–440
objections of customer, basis for, 341–343 for consumer, 261, 261–263 objectives of, 432–436,
overcoming, 487 bundle, 346–347 consumption of, 312 440–441
preapproach stage of, 485–486 for business markets, 350–351 convenience, 261 pioneer, 434
presentation for, 486–487 captive, 347 decline stage of, 270–271 policies for, 440–441
process of, 484–487 cash, 349 defined, 259–260 prices/pricing and, 348–349
promotion mix for, 438 competition for, 328, 343 deletion of, 309–310 product trials for, 435
prospecting stage of, 484–485 competitor, 340–341 demand for, 332–335 promotion mix for, 440
salespeople for, 487–489, cost-based, 341–342 design of, 305 prospect identification and, 435
491–499 cost-plus, 342 developing, 300–301, 319–320 reseller support, for facilitating,
Personnel credit, 349 differentiation of, 304–306 435–436
communicating with, 41 customary, 347 e-marketing strategies resources for, 440–441
for marketing implementation, demand, 334–335, 342–343 for, 243 role of, 432–436
40–41 determining, 350 existing, 294–296 sales, 436, 499–506
motivating, 40–41 differential, 344–345 features of, 305 of services, 318–319
support, 489 e-marketing strategies for, green, 264 trade, methods of, 504–506
training, 493–494 245–246 gross domestic, 177, 199, 220, virtual, 486
Phase-out, 310 everyday low, 347, 352 311, 361, 409 Prospect identification, 435
Philanthropic dimension of social F.O.B., 350, 353 growth stage of, 267–268 Prospecting, defined, 484
responsibility, 73–76 geographic, 350 introduction stage of, 267 Prospecting stage of personal
Photographs, captioned, 471 marketing, variables of, 8 item, 266 selling, 484–485
Physical distribution, 379–388 markup, 342 labeling of, 284–286 Prosperity, 59
Physiological needs, 154 multiple-unit, 346 life cycle of, 266–271 Protecting brand, 278–279
Piggyback, 387 negotiated, 345 managing, 319–320 Proxemic communication, 438
Pink slime, 439 new product, 344 marketing, variables of, 5–6 Psychological influences,
Pioneer advertising, 456 objectives of, 329–331 maturity stage of, 268–270 152–159
Pioneer promotion, 434 odd-number, 346 modification of, 295–296 Psychological prices/pricing,
Pipelines, 387 penetration, 344 organic, 5 345–347
Piracy on Internet, 247 premium, 348 orientation of, 13 Publicity, 471
Place utility, 365 product line, 347–348 packaging of, 281–284 Public relations (PR), 469
Platform for advertising, 459–460 promotional, 348–349 placement of, 446 audit of, 472
Podcasts, 236 psychological, 345–347 positioning of, 306–309 communication and, 469–474
Point-of-purchase (POP) reference, 346 private-brand, 402 effectiveness of, 472–473
materials, 503 secondary-market, 345 product lines and, 265–266 green campaigns for, 471
Policies of services, 317 purchases of, 438 promotion mix using, 438–440
on branding, 279 skimming, 344 quality of, 304–305, 331 tools for, 470–472
for promotion, 440–441 special-event, 349 repositioning of, 308–309 unfavorable, dealing with,
pull, 443–444 strategies for, 343–349 segmentation, impact on, 130 473–474
push, 443–444 target market, evaluation by, shopping for, 261–262 Public warehouses, 385
Political action committees 331–332 specialty, 262–263 Pull policies, 443–444
(PACs), 61 transfer, 350 support services for, 305–306 Pulsing schedule, 463
Political forces, 200–202 Primary data, 93, 95–101 trials for, 435 Purchases/purchasing
in environment, 60–61 Primary demand, 434 unsought, 263 business, 182–183
Population, 96 Privacy, 105, 246–247 Profit, as pricing objectives, data, privacy of, 105
Possession utility, 365 Private brands, 276, 402 329–330 modified rebuy, 183
Postpurchase evaluation, 148 Private distributor brands, 276, 277 Profit Impact of Market Strategies new-task, 182
Posttest, 468 Private warehouses, 385 (PIMS) study, 330–331 of products, 438

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