All the activities of designing and producing a product’s container

Marketers bid on search terms; when a consumer searches for those words using Google, Yahoo!, or Bing, the marketer’s ad will appear on the results page, and advertisers pay only if people click on links

An existing brand that gives birth to a brand extension or sub-brand

Forming and managing mutually satisfying, long-term relations with key partners such as suppliers and distributors

The set of consumers who are buying the company’s product

Process by which people select, organize, and interpret information inputs to create a meaningful picture of the world

Part of holistic marketing that involves understanding the financial and non-financial returns to business and society from marketing activities and programs

The level at which the product’s primary characteristics operate

Two or more persons communicating face to face or person to audience through a phone, surface mail, or e-mail

The effect one person has on another’s attitude or purchase probability

Distinguishing human psychological traits that lead to relatively consistent and enduring responses to environmental stimuli

A broad category including many creative and unexpected forms to grab consumers’ attention

The location where a purchase is made, typically thought of in terms of a retail setting

Attributes or benefits that consumers associate with a brand, positively evaluate, and believe they could not find with a competitive brand

Attribute or benefit associations that are not necessarily unique to the brand but may be shared with other brands

Designing a company’s offering and image to occupy a distinctive place in the minds of the target market

The set of consumers with a sufficient level of interest in a market offer

Pricing approach in which a firm sells an offering at two or more prices that do not reflect a proportional difference in costs

When a multinational firm raises the price to cover the added cost of transportation, tariffs, middleman margins, and the risk of currency fluctuations so it can earn the same profit

Communicators can use their good image to reduce some negative feeling toward a brand but in the process might lose some esteem with the audience

A brand that retailers and wholesalers develop; also called a reseller, store, house, or distributor brand

Anything that can be offered to a market to satisfy a want or need

Altering the product to meet local conditions or preferences

The set of all products and items a particular seller offers for sale

Proposes that consumers favor products offering the most quality, performance, or innovative features

Creating something new

Products within a product class that are closely related because they perform similar functions, are sold to the same customer groups, are marketed through the same channels, or fall within given price ranges

The set of all products and items a particular seller offers for sale

The firm plans a set of prices that maximizes profits on the total product mix

A group of diverse but related items that function in a compatible manner

Holds that consumers prefer products that are widely available and inexpensive

A person, household, or company that over time yields a revenue stream exceeding by an acceptable amount the company’s costs for attracting, selling, and serving that customer

An individual or group from whom a marketer seeks a response such as a purchase, a vote, or a donation

The science of using psychology and demographics to better understand consumers

Any group that has an actual or potential interest in or impact on a company’s ability to achieve its objectives

A variety of programs designed to promote or protect a company’s image or its individual products

The task of securing editorial space - as opposed to paid space - in print and broadcast media to promote something

Channel strategy in which the producer uses communications to persuade consumers to demand the product from intermediaries, inducing the intermediaries to order it

Companies that have launched a Web site without any previous existence as a firm

Channel strategy in which a producer uses its sales force or other means to induce intermediaries to carry, promote, and sell the product to end users