An approach to data collection where original data is collected for the marketers own needs or for the needs of a specific client.

A branding strategy, often seen in the retail industry, where stores or online sellers contract with suppliers to manufacture the retailer ’s own branded products.

A type of warehouse owned and operated by channel suppliers or resellers and used as part of their distribution activities.

Key component of the marketers toolkit that represents decisions on the solutions (e.g., goods, services or ideas) and strategies needed to satisfy the needs of a target market.

A form of advertising that intentionally inserts products into entertainment programming (e.g. movies, TV programs, video games) such as showing product use by an actor, placing product in background or having product name mentioned.

Relates to marketing efforts that are intended to affect customers perception of the marketers offerings (e.g., products, company image) when compared with how customers perceive competitors offerings.

A type of advertising directed toward the promotion of a specific product to a targeted audience.

Key component of the marketer’s toolkit that represents decisions on the methods (e.g., advertising, personal selling, public relations) and strategies needed to communicate with a target market.

The general name give to the four major methods marketers have for promoting their products that include advertising, sales promotion, personal selling and public relations.

A form of sales promotion and a form of special pricing program, used in both consumer and business markets, that is designed to increase product demand by offering a short-term price reduction (i.e., sale price).

Changes to a company’s initial product pricing that are temporary, often in the form of price reductions, and primarily intended to stimulate demand for a product and includes Markdowns, Loss Leaders, Bundle Pricing, and Dynamic Pricing.

Used in marketing for market segmentation, this variable describes and groups customers by combining psychological characteristics (e.g., personality, attitude, lifestyle) with demographic characteristics (e.g., age, gender, income level).

Benefits a customer perceives to receive (e.g., status within a group, risk reduction) when using a product though these are often difficult to measure and may vary by customer.

A market pricing method that used to set a product ’s initial price by considering customers’ perceived response to a price and includes Odd-Even Pricing and Prestige Pricing.

A method of promotion that involves the use of a variety of communications channels and tools in an effort to cultivate favorable relations with key publics, particularly the news media, with the objective of gaining favorable mentions of the marketer’s company or product without direct payment to the publisher of the information.