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performance and decision-making; these elements include the firm's suppliers,
competitors, marketing intermediaries, customers and publics. See Macro-
environment.
Micromarkets
markets in which the volumes of demand are relatively small owing to the
fragmentation or splintering of mass markets; markets in which there is great
diversity in the needs and wants of customers. See Mass Marketing.
Micromarketing
the study of marketing decision-making from the perspective of an individual firm
or organisation. See Macromarketing.
Microsales Analysis
the analysis of the sales performance of an organisation during a particular
accounting period by close examination of the work of individual representatives,
or of specific products, regions, territories, etc, which failed to achieve the
expected results.
Microscheduling (of Advertising Expenditure)
the allocating of the total expenditure on advertising within a short period in order
to obtain maximum impact.
Microsegmentation
the division of a market into smaller groups of customers on the basis of more
narrowly defined needs and wants, after having already divided or segmented it
on the basis of broadly defined needs and wants. See Market Segmentation;
Microsegmentation.
Middle-of-the-Roaders
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firms in a market which do not pursue a clear marketing strategy.
Middleman
an independent marketing intermediary; an agent, wholesaler, retailer, etc. See
Marketing Channels; Marketing Intermediaries.
Middleman's Brand
see Private Brand.
Minor Decisions Close
see Minor Points Close.
Minor Points Close
a closing technique in which a salesperson attempts to get the buyer to agree to
the value or usefulness of various smaller attributes and features of a product so
that it will be easier to get a favourable response to the bigger decision - to
purchase the product.
Mission
see Corporate Mission.
Mission Statement
see Corporate Mission Statement.
Missionary Selling
selling in which the salesperson's role is to inform an individual with the power to
influence others to buy a product, rather than to make a direct sale to that
person; a missionary salesperson is also known as a Detailer.
MkIS
abbrev. Marketing Information System.
Mock Purchase
a tactic in which a person poses as a customer, usually to obtain information
about a competitor's product or plans.
Model
a set of variables and their interrelationships which are designed to represent
some some real system or process. See Macromodel; Microanalytical Model.
Model Bank
a variety of mathematic models used in a marketing information system to
simulate real-life situations to assist in decision making.
Modes of Transportation
the range of methods available for the shipment of goods - air, rail, road, sea,
pipeline, etc.
Modified Rebuy
a buying situation in which an individual or organisation buys goods that have
been purchased previously but changes either the supplier or some other
element of the previous order. See Buy Classes; New Task Buying; Straight
Rebuy.
Monadic Rating
a method for measuring consumer preferences in which potential purchasers are
asked to rate their liking for each of a certain number of products on a scale; that
is, on a seven point scale Product A may be rated as 6, Product B as 4, and
Product C as 1. The method allows researchers not only to derive the individual's
preference order, but also to know the qualitative levels of their preferences and
the approximate distance between their preferences.
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Money-Based Competitors
other organisations offering products on which a company's potential customers
might spend their money. See Competitors; Product-Based Competitors.
Monitoring Time
part of the non-monetary price a consumer pays for a product; the time it takes
individual to work out that a particular product item needs to be replenished. See
Non-Monetary Price; Time Prices.
Monopolistic Competition
a market situation in which there are many sellers and many buyers of products
which can be differentiated on price and other features. See Oligopolistic
Competition; Pure Competition; Pure Monopoly.
Monopoly
a market situation in which there is only one seller.
Monopsony
a market situation in which there is only one buyer.
Moral Pricing
a pricing method used where the product is socially or politically sensitive and
costs are difficult to identify.
Motivation
that which provides the inner drive for a person to act.
Motive
an inner state directing a person towards the satisfaction of a need. See Learning
Process.
Movie Tie-Ins
a promotional strategy in which a payment is made to a movie company in return
for prominent featuring of a particular product in a forthcoming feature film. See
Entertainment Marketing; Promotional Partnership..
Moving Average
a forecasting method using the average volume achieved in several recent sales
periods to predict the volume likely to be sold in the next period.
MRO Supplies
abbrev. Maintenance, Repair and Operating supplies.
MRSA
abbrev. Market Research Society of Australia.
Multi-Channel Marketing System
a system in which a producer uses more that one channel of distribution;
commonly, producers who use multichannel marketing systems operate their
own retail stores as well as sell through other wholesalers and retailers.
Multichannel retailers are also called Merchandising Conglomerates.
Multibrand Strategy
the use of more than one brand within a product category in order to counteract
brand switching and to increase shelf space opportunities.
Multichotomous Question
a closed-ended question in a marketing research questionnaire in which a
respondent must choose one response from two or more possible alternatives.
See Dichotomous Question.
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Multidimensional Scaling
a multivariate statistical technique concerned mainly with the relationships,
differences, similarities, interaction, substitutability, etc. among behavioural data.
Multiform Corporations
highly diversified conglomerates with many unrelated businesses.
Multilevel In-Depth Selling
a tactic used by selling organisations where the buying centre of a large and
important company includes many participants; the selling team spends
maximum time with company personnel, attempting to reach as many as
possible of the decision participants at all levels.
Multilevel Marketing
a form of direct selling in which distributors of a product attempt to locate and sell
to end-users and to others who will become distributors.
Multimodal Transportation
some combination of rail, sea, road, air and pipeline services for the shipment of
goods.
Multinational Corporation
an organisation operating in several countries, often having a substantial share of
their total assets, sales, and labour force in foreign subsidiaries.
Multiple Channel System
the use of more than one channel of distribution to sell a product, eg. direct mail,
direct to major retailers, through wholesalers to smaller retailers, etc.
Multiple Exchanges
a term used in non-profit marketing in reference to the fact that non-profit
organisations must deal with donors in receiving funds and with their clients in
allocating them.
Multiple Marketing Channels [ Pobierz całość w formacie PDF ]
zanotowane.pl doc.pisz.pl pdf.pisz.pl karpacz24.htw.pl
performance and decision-making; these elements include the firm's suppliers,
competitors, marketing intermediaries, customers and publics. See Macro-
environment.
Micromarkets
markets in which the volumes of demand are relatively small owing to the
fragmentation or splintering of mass markets; markets in which there is great
diversity in the needs and wants of customers. See Mass Marketing.
Micromarketing
the study of marketing decision-making from the perspective of an individual firm
or organisation. See Macromarketing.
Microsales Analysis
the analysis of the sales performance of an organisation during a particular
accounting period by close examination of the work of individual representatives,
or of specific products, regions, territories, etc, which failed to achieve the
expected results.
Microscheduling (of Advertising Expenditure)
the allocating of the total expenditure on advertising within a short period in order
to obtain maximum impact.
Microsegmentation
the division of a market into smaller groups of customers on the basis of more
narrowly defined needs and wants, after having already divided or segmented it
on the basis of broadly defined needs and wants. See Market Segmentation;
Microsegmentation.
Middle-of-the-Roaders
Marketing, IBA Page 98 of 166
Biswa Prakash Nayak, razabpn@gmail.com
firms in a market which do not pursue a clear marketing strategy.
Middleman
an independent marketing intermediary; an agent, wholesaler, retailer, etc. See
Marketing Channels; Marketing Intermediaries.
Middleman's Brand
see Private Brand.
Minor Decisions Close
see Minor Points Close.
Minor Points Close
a closing technique in which a salesperson attempts to get the buyer to agree to
the value or usefulness of various smaller attributes and features of a product so
that it will be easier to get a favourable response to the bigger decision - to
purchase the product.
Mission
see Corporate Mission.
Mission Statement
see Corporate Mission Statement.
Missionary Selling
selling in which the salesperson's role is to inform an individual with the power to
influence others to buy a product, rather than to make a direct sale to that
person; a missionary salesperson is also known as a Detailer.
MkIS
abbrev. Marketing Information System.
Mock Purchase
a tactic in which a person poses as a customer, usually to obtain information
about a competitor's product or plans.
Model
a set of variables and their interrelationships which are designed to represent
some some real system or process. See Macromodel; Microanalytical Model.
Model Bank
a variety of mathematic models used in a marketing information system to
simulate real-life situations to assist in decision making.
Modes of Transportation
the range of methods available for the shipment of goods - air, rail, road, sea,
pipeline, etc.
Modified Rebuy
a buying situation in which an individual or organisation buys goods that have
been purchased previously but changes either the supplier or some other
element of the previous order. See Buy Classes; New Task Buying; Straight
Rebuy.
Monadic Rating
a method for measuring consumer preferences in which potential purchasers are
asked to rate their liking for each of a certain number of products on a scale; that
is, on a seven point scale Product A may be rated as 6, Product B as 4, and
Product C as 1. The method allows researchers not only to derive the individual's
preference order, but also to know the qualitative levels of their preferences and
the approximate distance between their preferences.
Marketing, IBA Page 99 of 166
Biswa Prakash Nayak, razabpn@gmail.com
Money-Based Competitors
other organisations offering products on which a company's potential customers
might spend their money. See Competitors; Product-Based Competitors.
Monitoring Time
part of the non-monetary price a consumer pays for a product; the time it takes
individual to work out that a particular product item needs to be replenished. See
Non-Monetary Price; Time Prices.
Monopolistic Competition
a market situation in which there are many sellers and many buyers of products
which can be differentiated on price and other features. See Oligopolistic
Competition; Pure Competition; Pure Monopoly.
Monopoly
a market situation in which there is only one seller.
Monopsony
a market situation in which there is only one buyer.
Moral Pricing
a pricing method used where the product is socially or politically sensitive and
costs are difficult to identify.
Motivation
that which provides the inner drive for a person to act.
Motive
an inner state directing a person towards the satisfaction of a need. See Learning
Process.
Movie Tie-Ins
a promotional strategy in which a payment is made to a movie company in return
for prominent featuring of a particular product in a forthcoming feature film. See
Entertainment Marketing; Promotional Partnership..
Moving Average
a forecasting method using the average volume achieved in several recent sales
periods to predict the volume likely to be sold in the next period.
MRO Supplies
abbrev. Maintenance, Repair and Operating supplies.
MRSA
abbrev. Market Research Society of Australia.
Multi-Channel Marketing System
a system in which a producer uses more that one channel of distribution;
commonly, producers who use multichannel marketing systems operate their
own retail stores as well as sell through other wholesalers and retailers.
Multichannel retailers are also called Merchandising Conglomerates.
Multibrand Strategy
the use of more than one brand within a product category in order to counteract
brand switching and to increase shelf space opportunities.
Multichotomous Question
a closed-ended question in a marketing research questionnaire in which a
respondent must choose one response from two or more possible alternatives.
See Dichotomous Question.
Marketing, IBA Page 100 of 166
Biswa Prakash Nayak, razabpn@gmail.com
Multidimensional Scaling
a multivariate statistical technique concerned mainly with the relationships,
differences, similarities, interaction, substitutability, etc. among behavioural data.
Multiform Corporations
highly diversified conglomerates with many unrelated businesses.
Multilevel In-Depth Selling
a tactic used by selling organisations where the buying centre of a large and
important company includes many participants; the selling team spends
maximum time with company personnel, attempting to reach as many as
possible of the decision participants at all levels.
Multilevel Marketing
a form of direct selling in which distributors of a product attempt to locate and sell
to end-users and to others who will become distributors.
Multimodal Transportation
some combination of rail, sea, road, air and pipeline services for the shipment of
goods.
Multinational Corporation
an organisation operating in several countries, often having a substantial share of
their total assets, sales, and labour force in foreign subsidiaries.
Multiple Channel System
the use of more than one channel of distribution to sell a product, eg. direct mail,
direct to major retailers, through wholesalers to smaller retailers, etc.
Multiple Exchanges
a term used in non-profit marketing in reference to the fact that non-profit
organisations must deal with donors in receiving funds and with their clients in
allocating them.
Multiple Marketing Channels [ Pobierz całość w formacie PDF ]