Long-lasting business goods that facilitate developing or managing the finished product

Using a parent brand to enter a different category from the one it currently serves

The products or sets of products with which a brand competes and which function as close substitutes

Marketing that links a firm’s contributions to a designated cause to customers’ engaging directly or indirectly in revenue-producing transactions with the firm

When one channel member’s actions prevent another member from achieving its goal

When channel members are brought together to advance the goals of the channel

The ability to alter channel members’ behavior so they take actions they would not have taken otherwise

Combining two or more well-known brands into a joint product or marketing them together in some fashion

Changing marketing communications programs for each local market

Determining whether an ad is communicating effectively

Company’s estimated share of market demand at alternative levels of company marketing effort in a given period

Expected level of company sales based on a chosen marketing plan and an assumed marketing environment

A company’s ability to perform in one or more ways that competitors cannot or will not match

Defining which other brands a brand competes with and which should be the focus of competitive analysis

The degree to which all produced units are identical and meet promised specifications

The study of how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy needs and wants

Putting goods in boxes or trailers that are easy to transfer between two transportation modes

Manufacturers’ reps, sales agents, and brokers who are paid a commission based on sales

Consumer goods that are purchased frequently, immediately, and with minimal effort

Attribute that is a source of competitive advantage by contributing to perceived customer benefits, has applications in a wide variety of markets, and is difficult for competitors to imitate

The belief systems that underlie attitudes and behaviors and determine people’s long-term choices and desires

The shared experiences, stories, beliefs, and norms that characterize an organization

When buyers offer items instead of cash as payment for a purchase

Obtaining expertise or a different perspective from paid or unpaid outsiders for a new-product project

Minor stimuli that determine when, where, and how a person responds

The fundamental determinant of a person’s wants and behavior

Rate of customer defection

An organized collection of comprehensive information about individual customers or prospects that is current, accessible, and action- able for lead generation, lead qualification, sales, or customer relationship management

The net present value of the stream of future profits expected over the customer’s lifetime purchases

The difference between the prospective customer’s value of all the benefits and all the costs of an offering and the perceived alternatives

Process of managing detailed information about individual customers and all customer touch points to maximize loyalty

Five product levels that must be addressed by marketers in planning an offering