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21 |
- Contractual Wholesaler
- Wholesale format represented by a distributor that brings together and manages many independent retailers within a contractual arrangement.
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22 |
- Convenience Products
- A category of consumer products with characteristics that include: appeals to large market segment, purchase is frequent; pricing is relatively low; and product is widely distributed.
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23 |
- Convenience Store
- Retail format represented by general merchandise retailers that offer very limited product selection and relatively high prices but offer easy purchase experience through accessible store locations, small store size for quick shopping and fast checkout.
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24 |
- Core Benefits
- A component of the Total Product offered by the marketer, these represent the key benefits offered by a product itself or through other aspects of using the product.
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25 |
- Corporate Channel Arrangement
- A type of dependent channel arrangement where a product provider operates its own distribution system in a manor that produces an integrated channel such as a supplier operating its own chain of retail stores.
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26 |
- Cost Pricing
- A process for setting the initial price for a product that primarily looks at production costs as the key factor for setting price and includes such methods as Markup Pricing, Cost-Plus Pricing and Breakeven Pricing.
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27 |
- Cost-Plus Pricing
- A cost pricing method used to set a product’s initial price by applying a fixed monetary amount to the cost of the product.
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28 |
- Coupons
- A form of sales promotion, mainly used in the consumer market and primarily offered in either in print or electronic form, that provides price savings or other incentives when presented at the time of purchase.
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29 |
- CPA - Cost-Per-Action
- Metric for assessing advertising expenditure determined by dividing the total cost for a certain advertisement by how many people actually responded (e.g., purchase activity, phone inquiries, website traffic, etc.) within a specified time after the promotion was delivered.
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30 |
- CPI - Cost-Per-Impression
- Metric for assessing advertising expenditure determined by dividing the total cost for a certain advertisement by how many times an advertisement is experienced (e.g., seen, heard).
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31 |
- CPTI - Cost-Per-Targeted-Impression
- Metric for assessing advertising expenditure determined by dividing the total cost for a certain advertisement by the percentage of an audience who experience the advertisement (e.g., seen, heard) are actually within the marketer’s target market.
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32 |
- CRM - Customer Relationship Management
- A strategic approach whose goal is to get everyone in an organization, not just the marketer, to recognize the importance of customers.
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33 |
- CRM Technology
- Computer and information systems that allow nearly anyone in an organization that comes into contact with a customer (e.g., sales force, service force, customer service representatives) to have timely access to necessary customer information.
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34 |
- Culture
- A component of the external influences on consumer buying behavior that represents the behavior, beliefs and way people act learned through interaction and observation of other members of society.
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35 |
- Customer
- A person or organization that a marketer believes will benefit from the products offered by the marketer’s organization and includes Existing Customers, Former Customers and Potential Customers.
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36 |
- Customer Contact Points
- The different methods a customer uses to communicate with a company such as in-person, by telephone, over the Internet, etc.
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37 |
- Customer Service
- Activities used by the marketer to support the purchaser’s experience with a product such as training, repair and complaint resolution.
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