A law that prohibits discrimination in employment and which created the
Equal Employment Opportunity Commission.
Title VII of the Civil Rights Act
Teaching employees to do specific job tasks through either classroom
development or on-the-job experience.
training
A move to another job within a company at essentially the same level and
wage.
transfer
Employment changes that occur when employees quit or are fired and must be replaced by new employees.
turnover
A study that tells a company how much compensation comparable firms are
paying for specific jobs that the firms have in common.
wage/salary survey
Financial rewards based on the number of hours the employee works or the
level of output achieved.
wages
Knowledge and positive or negative feelings about something.
attitude
The decision processes and actions of people who purchase and use products.
buying behavior
A market segmentation approach whereby a company develops one marketing strategy for a single market segment.
concentration approach
The integrated, accepted pattern of human behavior, including thought, speech, beliefs, actions, and artifacts.
culture
Making products available to customers in the quantities desired; sometimes
referred to as “place” because it helps to remember the marketing mix as the “4 Ps.”
distribution
The act of giving up one thing (money, credit, labor, goods) in return for
something else (goods, services, or ideas).
exchange
Changes in a person’s behavior based on information and experience.
learning
A group of people who have a need, purchasing power, and the desire and
authority to spend money on goods, services, and ideas.
market
A collection of individuals, groups, or organizations who share one or more
characteristics and thus have relatively similar product needs and desires.
market segment
A strategy whereby a firm divides the total market into groups of people who
have relatively similar product needs.
market segmentation
A group of activities designed to expedite transactions by creating,
distributing, pricing, and promoting goods, services, and ideas.
marketing
The idea that an organization should try to satisfy customers’ needs through
coordinated activities that also allow it to achieve its own goals.
marketing concept
The four marketing activities—product, price, promotion, and distribution—
that the firm can control to achieve specific goals within a dynamic marketing
environment.
marketing mix
An approach that requires organizations to gather information about customer needs, share that information throughout the entire firm, and use that information to build long-term relationships with customers.
marketing orientation
A systematic, objective process of getting information about potential
customers to guide marketing decisions.
marketing research
A plan of action for developing, pricing, distributing, and promoting products
that meet the needs of specific customers.
marketing strategy
A market segmentation approach whereby the marketer aims its efforts at two or more segments, developing a market strategy for each.
multisegment approach
The process by which a person selects, organizes, and interprets information received from his or her senses.
perception
The organization of an individual’s distinguishing character traits, attitudes, or habits.
personality
A value placed on an object exchanged between a buyer and a seller.
price
Marketing information that is observed, recorded, or collected directly from
respondents.
primary data
A persuasive form of communication that attempts to expedite a marketing
exchange by influencing individuals, groups, and organizations to accept
goods, services, and ideas.
promotion
Groups with whom buyers identify and whose values or attitudes they adopt.
reference groups
Information that is compiled inside or outside an organization for some
purpose other than changing the current situation.
secondary data
A ranking of people into higher or lower positions of respect.
social classes
A set of expectations for individuals based on some position they occupy.
social roles
A specific group of consumers on whose needs and wants a company focuses its marketing efforts.
target market
An approach whereby a firm tries to appeal to everyone and assumes that all
buyers have similar needs.
total-market approach
A paid form of nonpersonal communication transmitted through a mass
medium, such as television commercials or magazine advertisements.
advertising
Designing a series of advertisements and placing them in various media to
reach a particular target audience.
advertising campaign
The process of naming and identifying products.
branding
Products that are used directly or indirectly in the operation or manufacturing
processes of businesses.
business products
The full introduction of a complete marketing strategy and the launch of a
product for commercial success.
commercialization
Products intended for household or family use.
consumer products
Temporary price reductions often employed to boost sales.
discounts
The awarding by a manufacturer to an intermediary of the sole right to sell a
product in a defined geographic territory.
exclusive distribution
Products with no brand name that often come in plain, simple packages and
carry only their generic name.
generic products
The process of coordinating the promotion mix elements and synchronizing
promotion as a unified effort.
integrated marketing communications
A form of market coverage whereby a product is made available in as many
outlets as possible.
intensive distribution
The presentation of important information on the package.
labeling
Brands initiated and owned by the manufacturer to identify products from the
point of production to the point of purchase.
manufacturer brands
A group of organizations that moves products from their producer to
customers; also called a channel of distribution.
marketing channel
The physical handling and movement of products in warehousing and
transportation.
materials handling
The external container that holds and describes the product.
packaging
