DECA Marketing ICDC Level

Point of Purchase

A touchpoint or advertisement in a retail environment that enables a consumer to make a purchasing decision.

RFID Technology

Wireless technology that uses electromagnetic waves to track and identify objects

Brand Cue

An element within a consumer brand that enables consumers to instantly recognize that brand

Routine Decision making

Decisions that refer to frequent purchases with little thought put into them like grocery shopping.

Limited Decision Making

Decisions that refer to purchases of unknown brands within a familiar brand category or occasional purchases like a clothing brand

Extensive Decision Making

Decisions that refer to high involvement, infrequent purchases on expensive items like a car or a house.

Impulse Buying

Purchases that have no thought put into them, almost second nature like shopping sprees.

Viral Marketing

Marketing campaigns that use social media and word of mouth techniques that spreads rapidly to consumers almost like a virus.

Market Segmentation

Refers to the division of prospective buyers into smaller groups for more targeted marketing outreach.

Product Mix Width

Refers to the number of product lines a business or company offers, with each product line having a distinct number of products.

Primary Research

Research that is conducted by the business itself without third party sources

Secondary Research

Research that the business does not conduct itself or takes from previously made sources

Extensive Secondary Research

Research that the business uses from third party sources that are outside of the business.

Intensive Secondary Research

Research that the business uses from previously made reports from within the business

Quantitative Data

Qualitative Data