MGMT 105 Final

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Marketing

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228 Terms

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Market Share
percentage of a market accounted for by a specific firm, product lines, or brands
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Competitive effect pricing, market-based pricing
pricing a product based on the competition’s pricing
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Prestige products
products that have a high price and that appeal to status conscious consumers
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Price elasticity of demand
percentage change in unit sales that results from a percentage change in price
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Elastic Demand
demand in which changes in price have large effects on the amount demanded
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Inelastic Demand
demand in which changes in price have little or no effect on the amount demanded
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Cross-elasticity of Demand
when changes in the price of one product affect the demand for another item
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Break-even analysis
method for determining the number of units that a firm must produce and sell at a given price to cover all its costs
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Break-even point
point at which the total revenue and total costs are equal and above which the company makes a profit, below that point the firm will suffer a loss
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Contribution per Unit
difference between the price the firm charges for a product and the variable costs
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Markup
amount added to the cost of a product to create the price at which a channel member will sell the product
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Gross Margin
markup amount added to the cost of a product to cover the fixed costs of the retailer or wholesaler and leave an amount for a profit
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Retailer Margin
margin added to the cost of a product by a retailer
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Wholesaler Margin
amount added to the cost of a product by a wholesaler
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List Price
price that the manufacturer sets as the appropriate price for the end consumer to pay
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Manufacturer’s suggested retail price (MSRP)
price that the manufacturer sets as the appropriate price for the end consumer to pay
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Sharing Economy
consumer activity where consumers share goods and services that is facilitated by an online platform
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Shopping for Control
consumers, facing a world with terrorism and political unrest, value products and services that provide some degree of control, such as smart home technology or gated communities
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Cost-Plus Pricing
method of setting prices in which the seller totals all of the costs for the product and then adds an amount to arrive at the selling price
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Keystoning
retail pricing pricing strategy in which the retailer doubles the cost of the item to determine the price
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Demand-based Pricing
price-setting method based on estimates of demand at different prices
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Congestion Pricing
pricing strategy of charging a high fee for operating cars during peak traffic time to reduce congestion
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Target Costing
process in which firms identify the quality and functionality needed to satisfy customers and what price they are willing to pay before the product is designed, product is manufactured only if the firm can control costs to meet the required price
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Yield Management Pricing
practice of charging different prices to different customers to manage capacity while maximizing revenues
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Price Leadership
pricing strategy in which one firm first sets its price and other firms in the industry follow with the same or similar prices
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Value pricing, everyday low pricing (EDLP)
pricing strategy in which a firm sets prices that provide ultimate value to customers
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High/low pricing, promo pricing
retail pricing strategy in which the retailer prices merchandise at list price but runs frequent, often weekly, promotions that heavily discount some products
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Skimming Price
very high, premium price that a firm charges for its new, highly desirable product
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Penetration Pricing
pricing strategy in which a firm introduces a new product at a very low price to encourage more customers to purchase it
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Trial Pricing
pricing a new product low for a limited period of time to lower the risk for a customer
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Price Segmentation
practice of charging different prices to different market segments for the same product
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Peak Load Pricing
pricing plan that sets prices higher during periods with higher demand
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Surge Pricing
pricing plan that raises prices of a product as demand goes up and lowers it as demand slides
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Bottom-of-the-Pyramid Pricing
innovative pricing strategy in which brands that wish to get a foothold in bottom-of-the-pyramid countries appeal to consumers with the lowest incomes
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Two-Part Pricing
pricing that requires two separate types of payments to purchase the product
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Payment Price
pricing tactic that breaks up the total price into smaller amounts payable over time
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Subscription Pricing
pricing tactic where customers pay on a periodic basis, normally monthly or yearly, for access to a product
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Decoy Pricing
pricing strategy where a seller offers at least three similar products; two have comparable but more expensive prices and one of these two is less attractive to buyers, thus causing more buyers to buy the higher priced, more attractive item
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Price Bundling
selling two or more goods or services as a single package for one price
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Captive Price
pricing tactic for two items that must be used together; one item is priced very low, and the firm makes its profit on another, high margin item essential to the operation of the first item
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FOB factory pricing, FOB origin pricing
pricing tactic in which the cost of transporting the product from the factory to the customer’s location is the responsibility of the customer
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FOB Delivered Pricing
pricing tactic in which the cost of loading and transporting the product to the customer is included in the selling price and is paid by the manufacturer
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Uniform Delivered Pricing
pricing tactic in which a firm adds a standard shipping charge to the price for all customers regardless of location
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Freight Absorption Pricing
pricing tactics in which the seller absorbs the total cost of transportation
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Trade Discounts
discounts off list price of products to members of the channel of distribution who perform various marketing functions
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Quantity Discounts
pricing tactic of charging reduced prices for purchases of large quantities of a product
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Cash Discounts
discount offered to a customer to entice them to pay their bill quickly
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Seasonal Discounts
price reductions offered only during certain times of the year
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Dynamic Pricing
pricing strategy in which the price can easily be adjusted to meet changes in the marketplace
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Online Auctions
e-commerce that allows shoppers to purchase products through online bidding
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Freemium Pricing
business strategy in which a product in its most basic version is provided free of charge but the company charges money for upgraded versions of the product with more features, greater functionality, or greater capacity
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Internet Price Discrimination
internet pricing strategy that charges different prices to different buyers for the same product based on order size or geographic location
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Cryptocurrency
digital currency that uses cryptography for security
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Bitcoin
most popular and fastest-growing cryptocurrency
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Digital Wallet
financial account used to store funds, make transactions, and track payments
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Mobile Wallet
smartphone app that stores credit card and other information in order to make purchases/payments
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Buy-now-pay-later (BNPL)
services that allow consumers to get a product now and pay for it over three or four months
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Save-now-buy-later (SNBL)
payment process whereby payments are automatically drafted from a customer’s bank account; when the agreed upon amount is saved, the customer can order the item
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Collaborative savings and consumption
savings plan where members are placed into small groups and make monthly payments; one member is selected randomly every 30 days to withdraw the entire monthly contributions
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Peer-to-peer (P2P) lending, social lending
allows individuals to borrow money from other individuals giving the lender higher rates and the borrower lower rates than banks
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Rent-to-own
buyer rents an item and at a set end of the rental period, the buyer owns the merchandise
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Cashless Society
economic state where financial transactions are executed through the transfer of digital information - usually in the form of a credit card, debit card, mobile wallet, or digital currency such as bitcoin - rather than with banknotes
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Internal Reference Price
set price or a price range in consumers’ minds that they refer to in evaluating a product’s price
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Price Lining
practice of setting a limited number of different specific prices, called price points, for items in a product line
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Prestige pricing, premium pricing
pricing strategy used by luxury goods marketers in which they keep the price artificially high to maintain a favorable image of the product
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Bait-and-Switch
illegal marketing practice in which an advertised price special is used as bait to get customers into the store with the intention of switching them to a higher priced item
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Loss-leader
pricing policy of setting prices very low or even below cost to attract customers into a store
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Unfair Sales Acts
state laws that prohibit suppliers from selling products below cost to protect small businesses from larger competitors
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Price Gouging
illegal act in which a seller seeks to take advantage of an emergency or extreme need to charge exorbitant prices for items
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Price-Fixing
collaboration of two or more firms in setting prices, usually to keep prices high
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Predatory Pricing
illegal pricing strategy in which a company sets a very low price for the purpose of driving competitors out of business
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Integrated Marketing Communication (IMC)
strategic business process that marketers use to plan, develop, execute, and evaluate coordinated, measurable, persuasive brand communication programs over time to targeted audiences
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Multichannel promotion strategy
marketing communication strategy where marketers combine traditional advertising, sales promotion, and public relations activities with online buzz-building activities
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Communication process
process whereby meaning is transferred from a source to a receiver
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Source
organization or individual that sends a message
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Encoding
process of translating an idea into a form of communication that will convey meaning
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Message
communication in physical form that goes from a sender to a receiver
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Medium
communication vehicle through which a message is transmitted to a target audience
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Receiver
organization or individual that intercepts and interprets the message
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Decoding
process by which a receiver assigns meaning to the message
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Noise
anything that interferes with effective communication
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Feedback
receivers’ reactions to the message
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Outbound marketing
messages that come from the organization and are intended for those who have agreed to receive them
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Inbound marketing
messages that come to the organization from others outside
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Ethical bribe
fancy term for an opt-in incentive to join an email mailing list
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Promotion Mix
communication elements that the marketer controls
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Mass Communication
relates to TV, radio, magazines, and newspapers
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Hierarchy of Effects
series of steps prospective customers move through, from initial awareness of a product to brand loyalty
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Top-down budgeting techniques
allocation of the promotion budget based on management’s determination of the total amount to be devoted to marketing communication
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Percentage of sales method
method for promotion budgeting that is based on a certain percentage of either last year’s sales or estimates of the present year’s sales
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Competitive parity method
promotion budgeting method in which an organization matches whatever competitors are spending
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Bottom-up budgeting techniques
allocation of the promotion budget based on identifying promotion goals and allocating enough money to accomplish them
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Objective-task method
promotion budgeting method in which an organization first defines the specific communication goals it hopes to achieve and then tries to calculate what kind of promotion efforts it will take to meet these goals
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Push strategy
company tries to move its products through the channel by convincing channel members to offer them
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Pull strategy
company tries to move its products through the channel by building desire for the products among consumers, thus convincing retailers to respond to this demand by stocking these items
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Advertising
nonpersonal communication from an identified sponsor using the mass media
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TV Everywhere, authenticated streaming
use of an internet-enabled device, like a tablet or smartphone, to stream content from a cable or satellite provider
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Product advertising
advertising messages that focus on a specific good or service
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Institutional advertising
advertising messages that promote the activities, personality, or point of view of an organization or company
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Corporate advertising
advertising that promotes the company as a whole instead of a firm’s individual products