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MarketingManagementVocabulary Flashcards

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1
Q

Schools, hospitals, nursing homes, prisons and other institutions that provide goods and services to people in their care.

A

Institutional market

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2
Q

Direct marketing campaigns that use multiple vehicles and multiple stages to improve response rates and profits.

A

Integrated direct marketing

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3
Q

A physical distribution concept that recognizes the need for a firm to integrate its logistics system with those of its suppliers and customers. The aim is to maximize the performance of the entire distribution system.

A

Integrated logistics management

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4
Q

The concept under which a company carefully integrates and co-ordinates its many communications channels to deliver a clear, consistent, and compelling message about the organization arid its products.

A

Integrated marketing communications

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5
Q

Stocking the product in as many outlets as possible.

A

Intensive distribution

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6
Q

Marketing by a service firm that recognizes that perceived service quality depends heavily on the quality of buyer-seller interaction.

A

Interactive marketing

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7
Q

Distribution channel firms that help the company find customers or make sales to them, including wholesalers and retailers that buy and resell goods.

A

Intermediaries

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8
Q

An evaluation of the firm’s entire value chain.

A

Internal audit

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9
Q

Marketing by a service firm to train and effectively motivate its customer-con tact employees and all the supporting service people to work as a team to provide customer satisfaction.

A

Internal marketing

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10
Q

Information gathered from sources within the company to evaluate marketing performances and to detect marketing problems and opportunities.

A

Internal records information

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11
Q

A form of international marketing organization in which the division handles all of the firm’s international activities. Marketing, manufacturing, research, planning and specialist staff are organized into operating units according to geography or product groups, or as an international subsidiary responsible for its own sales and profitability.

A

International division

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12
Q

Buyers in other countries, including consumers, producers, resellers and governments.

A

International market

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13
Q

A vast global computer network that enables computers, with the right software and a modem (a telecommunications device that sends data across telephone lines), to be linked together so that their users can obtain or share information and interact with other users.

A

Internet (the Net)

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14
Q

The product life- cycle stage when the new product is first distributed and made available for purchase.

A

Introduction stage

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15
Q

A new technology or product that may or may not deliver benefits to customers.

A

Invention

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16
Q

A joint venture in which a company joins investors in a foreign market to create a local business in which the company shares joint ownership and control.

A

Joint ownership

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17
Q

Entering foreign markets by joining with foreign companies to produce or market a product or service.

A

Joint venturing

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18
Q

Managers whose primary responsibility is to orchestrate the company’s relationship with a major customer or prospective customer in order to achieve lasting and mutually beneficial exchange between the two parties.

A

Key account managers

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19
Q

Time series that change in the same direction but in advance of company sales.

A

Leading indicators

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20
Q

Changes in an individual’s behavior arising from experience.

A

Learning

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21
Q

A product or service using a brand name offered by the brand owner to the licensee for an agreed fee or royalty.

A

Licensed brand

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22
Q

A method of entering a foreign market in which the company enters into an agreement with a licensee in the foreign market, offering the right to use a manufacturing process, trademark, patent, trade secret or other item of value for a fee or royalty

A

Licensing

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23
Q

Offering products or marketing approaches that recognize the consumer’s changing needs at different stages of their life.

A

Life-cycle segmentation

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24
Q

A person’s pattern of living as expressed in his or her activities, interests and opinions.

A

Lifestyle

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25
Q

Retailers that provide only a limited number of services to shoppers.

A

Limited-service retailers

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26
Q

Those who offer only limited services to their suppliers and customers.

A

Limited-service wholesalers

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27
Q

Using a successful brand name lo introduce additional items in a given product category under the same brand name, such as new flavors, forms, colors, added ingredients or package sizes.

A

Line extension

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28
Q

A plan that describes the principal factors and forces affecting the organization during the next several years, including long-term objectives, the chief marketing strategies used to attain them and the resources required.

A

Long-range plan

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29
Q

The firmer societal forces that affect the whole micro environment - demographic, economic, natural, technological, political and cultural forces.

A

Macro environment

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30
Q

A joint venture in which the domestic firm supplies the management know-how to a foreign company that supplies the capital; the domestic firm exports management services rather than products.

A

Management contracting

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31
Q

A brand created and owned by the producer of a product or service.

A

Manufacturer’s brand (national brand)

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32
Q

The set of all actual and potential buyers of a product or service.

A

Market

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33
Q

A method used mainly by business products firms to estimate the market potential of a city, region or country based on determining all the potential buyers in the market and estimating their potential purchases.

A

Market-build-up method

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34
Q

A company that pays balanced attention to both customers and competitors in designing its marketing strategies.

A

Market-centered company

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35
Q

A runner-up firm in an industry that is lighting hard to increase its market share.

A

Market challenger

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36
Q

A strategy for company growth by identifying and developing new segments and markets for current company products.

A

Market development

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37
Q

A method used mainly by consumer products firms to estimate the market potential for consumer products.

A

Market-factor index method

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38
Q

A runner-up firm in an industry that wants to hold its share without rocking the boat.

A

Market follower

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39
Q

The firm in an industry wit h the largest market share; it usually leads other firms in price changes, new product introductions, distribution coverage and promotion spending.

A

Market leader

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40
Q

A firm in an industry that serves small segments that the other firms overlook or ignore.

A

Market nicher

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41
Q

A strategy for increasing sales of current products to current market segments. This is achieved by winning over competitors’ customers, acquiring a competitor and/or increasing product usage rate.

A

Market penetration

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42
Q

Setting a low price for a new product in order to attract large numbers of buyers and a large market share.

A

Market-penetration pricing

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43
Q

Arranging for a product to occupy a clear, distinctive and desirable place relative to competing products in the minds of target consumers - Formulating competitive positioning for a product and a detailed marketing mix.

A

Market positioning

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44
Q

A group of consumers who respond in a similar way to a given set of marketing stimuli.

A

Market segment

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45
Q

Dividing a market into distinct groups of buyers with different needs, characteristics or behavior, who might require separate products or marketing raises.

A

Market segmentation

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46
Q

Setting a high price for a new product to skim maximum revenues layer by layer from the segments willing to pay the high price; the company makes fewer but more profitable sales.

A

Market Skimming pricing

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47
Q

The process of evaluating each market segment’s attractiveness and selecting one or more segments to enter.

A

Market targeting

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48
Q

A social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.

A

Marketing

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49
Q

A comprehensive, systematic, independent and periodic examination of a company’s environment, objectives, strategies and activities to determine problem areas and opportunities, and to recommend a plan of action to improve the company’s marketing performance.

A

Marketing audit

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50
Q

A section of the marketing plan that shows projected revenues, costs and profits.

A

Marketing budget

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51
Q

The marketing management philosophy which holds that achieving organizational goals depends on determining the needs and wants of target markets and delivering the desired satisfactions more effectively and efficiently than competitors do.

A

Marketing concept

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52
Q

The process of measuring and evaluating the results of marketing strategies and plans, and taking corrective action to ensure that marketing objectives are attained.

A

Marketing control

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53
Q

An organized set of data about individual customers or prospects that can be used to generate and qualify customer leads, sell products and services, and maintain customer relationships.

A

Marketing database

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54
Q

The actors and forces outside marketing that affect marketing management’s ability to develop and maintain successful transactions with its target customers.

A

Marketing environment

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55
Q

The process that turns marketing strategies and plans into marketing actions in order to accomplish strategic marketing objectives.

A

Marketing implementation

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56
Q

People, equipment and procedures to gather, sort, analyze, evaluate and distribute needed, timely and accurate information to marketing decision makers.

A

Marketing information system (MIS)

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57
Q

Everyday information about developments in the marketing environment that helps managers prepare and adjust marketing plans.

A

Marketing intelligence

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58
Q

Firms that help the company to promote, sell and distribute its goods to final buyers; they include physical distribution firms, marketing-service agencies and financial intermediaries.

A

Marketing intermediaries

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59
Q

The analysis, planning, implementation and control of programs designed to create, build and maintain beneficial exchanges with target buyers for the purpose of achieving organizational objectives.

A

Marketing management

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60
Q

The set of controllable tactical marketing tools - product, price, place and promotion - that the firm blends to produce the response it wants in the target market.

A

Marketing mix

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61
Q

The process of (1) analyzing marketing opportunities; (2) selecting target markets; (3) developing the marketing mix; and (4) managing the marketing effort.

A

Marketing process

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62
Q

The function that links the consumer, customer and public to the marketer through information - information used to identify and define marketing opportunities and problems; to generate, refine and evaluate marketing actions; to monitor marketing performance; and to improve understanding of the marketing process.

A

Marketing research

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63
Q

Marketing research firms, advertising agencies, media firms, marketing consulting firms and other service providers that help a company to target and promote its products to the right markets.

A

Marketing services agencies

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64
Q

The marketing logic by which the business unit hopes to achieve its marketing objectives.

A

Marketing strategy

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65
Q

A statement of the planned strategy for a new product that outlines the intended target market , the planned product positioning, and the sales, market share and profit goals for the first few years.

A

Marketing strategy statement

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66
Q

A site on the Web created by a company to interact with consumers for die purpose of moving them closer to a purchase or other marketing outcome. The site is designed to handle interactive communication initiated by the company

A

Marketing Web site

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67
Q

The difference between selling price and cost as a percentage of selling price or cost.

A

Mark- up, mark -down

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68
Q

Preparing individually designed products and communication on a large scale.

A

Mass customization

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69
Q

Using almost the same product, promotion and distribution for all consumers.

A

Mass marketing

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70
Q

Industrial products that enter the manufacturer’s product completely; including raw materials and manufactured materials and parts.

A

Materials and parts

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71
Q

The stage in the product life cycle where sales growth slows or levels off.

A

Maturity stage

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72
Q

The degree to which the size, purchasing power and profits of a market segment can be measured.

A

Measurability

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73
Q

Non-personal communications channels including print media (newspapers, magazines, direct mail); broadcast media (radio, television); and display media (billboards, signs, posters).

A

Media

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74
Q

The qualitative value of an exposure through a given medium.

A

Media impact

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75
Q

Specific media within each general media type, such as specific magazines, television shows or radio programs.

A

Media vehicles

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76
Q

Groups that have a direct influence on a person’s behavior and to which a person belongs.

A

Membership groups

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77
Q

Independently owned businesses that take title to the merchandise they handle.

A

Merchant wholesalers

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78
Q

The company, the brand name, the salesperson of the brand, or the actor in the ad who endorses the product.

A

Message source

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79
Q

The forces close to the company that affect its ability to serve its customers - the company, market channel firms, customer markets, competitors and publics.

A

Micro environment

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80
Q

A form of target marketing in which companies tailor their marketing programs to the needs and wants of narrowly defined geographic, demographic, psychographic or behavioral segments.

A

Micromarketing.

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81
Q

A statement of the organization’s purpose what it wants to accomplish in the wider environment

A

Mission statement

82
Q

A business buying situation in which tile buyer wants to modify product specifications, prices, terms or suppliers.

A

Modified rebuy

83
Q

A marketing transaction in which goods or services are exchanged for money.

A

Monetary transaction

84
Q

A market in which many buyers and sellers trade over a range of prices rather than a single market price.

A

Monopolistic competition

85
Q

Message appeals that are directed to the audience’s sense of what is right and proper.

A

Moral appeals

86
Q

A need that is sufficiently pressing to direct the person to seek satisfaction of the need.

A

Motive drive

87
Q

A strategy under which a seller develops two or more brands in the same product category.

A

Multi-brand strategy

88
Q

Adopting a strategy of having several independent offerings that appeal to several different sub segments of customer.

A

Multiple niching

89
Q

Natural resources that are needed as inputs by marketers or that are affected by marketing activities.

A

Natural environment

90
Q

The first stage of the buyer decision process in which the consumer recognizes a problem or need.

A

Need recognition

91
Q

The difference between the income from goods sold and all expenses incurred.

A

Net profit

92
Q

A good, service or idea that is perceived by some potential customers as new.

A

New product

93
Q

The development of original products, product improvements, product modifications and new brands through the firm’s own R & D efforts.

A

New-product development

94
Q

A business buying situation in which the buyer purchases a product or service for the first time.

A

New task

95
Q

Adapting a company’s offerings to more closely match the needs of one or more sub segments where there is often little competition.

A

Niche marketing

96
Q

A consumer product that is normally consumed in one or a few uses.

A

Non-durable product

97
Q

Media that carry messages without personal contact or feedback, including media, atmospheres and events.

A

Non-personal communication channels

98
Q

Non-monetary barriers to foreign products, such as biases against a foreign company’s bids or product standards that go against a foreign company’s product features.

A

Non-tariff trade barriers

99
Q

Developing the promotion budget by (1) defining specific objectives; (2) determining the tasks that must be performed to achieve these objectives; and (3) estimating the costs of performing these tasks. The sum of these costs is the proposed promotion budget.

A

Objective-and-task method

100
Q

The gathering of primary data by observing relevant people, actions and situations.

A

Observational research

101
Q

Dividing the market into groups according to occasions when buyers get the idea to buy, actually make their purchase, or use the purchased item.

A

Occasion segmentation

102
Q

A market in which there are a few sellers that are highly sensitive to each other’s pricing and marketing strategies.

A

Oligopolistic competition

103
Q

Placing advertisements on the Internet in special sections offered by commercial online services, as banner ads that pop up while computer subscribers are surfing online services or Web sites, or in Internet news groups that have been set up for commercial purposes.

A

Online advertising

104
Q

A form of direct marketing conducted through interactive on-tine computer services, which provide 1 two-way systems that link consumers with sellers electronically.

A

Online marketing

105
Q

Questions that allow respondents to answer in their own words.

A

Open-end questions

106
Q

Checking on-going performance against annual plans and taking corrective action.

A

Operating control

107
Q

The degree to which a market segment can be reached and served.

A

Accessibility

108
Q

The degree to which effective programs can be designed for attracting and serving a given market segment.

A

Action ability

109
Q

A product’s parts, quality level, features, design, brand name, packaging and other attributes that combine to deliver core product benefits.

A

Actual product

110
Q

An international marketing strategy for adjusting the marketing-mix elements to each international target market, hearing more casts but hoping for a larger market share and return

A

Adapted marketing mix

111
Q

A vertical marketing system that coordinates successive stages of production and distribution , not through common ownership or contractual lies, but through the size and power of one of the parties.

A

Administered VMS

112
Q

The decision by an individual to become a regular user of the product

A

Adoption

113
Q

The mental process through which an individual passes from first hearing about an innovation to final adoption.

A

Adoption process

114
Q

Any paid form of non personal presentation and promotion of ideas, goods or services by an identified sponsor

A

Advertising

115
Q

A specific communication task to be accomplished with a specific target audience during a specific period of time

A

Advertising objective

116
Q

Useful articles imprinted with an advertiser’s name, given as gifts to consumers

A

Advertising specialties

117
Q

Setting the promotion budget at the level management thinks the company can afford

A

Affordable method

118
Q

Dividing a market into different age and life-cycle groups.

A

Age and life-cycle segmentation

119
Q

A wholesaler who represents buyers or sellers on a relatively permanent basis, performs only a few functions, and does not take tide to goods.

A

Agent

120
Q

(1) Reduction in price on damaged goods or (2) promotional money paid by manufacturers to retailers in return for an agreement to feature the manufacturer’s product in some way.

A

Allowance

121
Q

The stage of the buyer decision process in which the consumer uses information lo evaluate alternative brands in the choice set.

A

Alternative evaluation

122
Q

A short-term plan that describes the company’s current situation, its objectives, the strategy, action program and budgets for the year ahead and controls

A

Annual plan

123
Q

The step in the selling process in which the salesperson meets and greets the buyer to get the relationship off to a good start.

A

Approach

124
Q

Designed environments that create or reinforce the buyer’s leanings towards consumption of a product.

A

Atmospheres

125
Q

A person’s consistently favorable or unfavorable evaluations, feelings and tendencies towards an object or idea.

A

Attitude

126
Q

Additional consumer services and benefits built around the core and actual products.

A

Augmented product

127
Q

The set of consumers who have interest, income and access to a particular product or service.

A

Available market

128
Q

A financial statement that shows assets, liabilities and worth of a company at a given time.

A

Balance sheet

129
Q

A marketing transaction in which goods or services are traded for other goods or services.

A

Barter transaction

130
Q

A geographic pricing strategy in which the seller designates some city as a basing point and charges all customers the freight cost from that city to the customer location, regardless of the city from which the goods are actually shipped.

A

Basing-point pricing

131
Q

Dividing n market into groups based on consumer knowledge, attitude, use or response to a product.

A

Behavioral segmentation

132
Q

A descriptive thought that a person holds about something

A

Belief

133
Q

The process of comparing the company’s products and processes to those of competitors or leading firms in other industries to find ways to improve quality and performance.

A

Bench marking

134
Q

Dividing the market into groups according to the different benefit that consumers sock from the product

A

Benefit segmentation

135
Q

A name, term, sign, symbol or design, or a combination of these, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.

A

Brand

136
Q

The value of a brand, based on the extent to which it has high brand loyalty, name awareness, perceived quality, strong brand associations, and other assets such as patents, trademarks and channel relationships.

A

Brand equity

137
Q

Using a successful brand name to launch a new or modified product in a new category.

A

Brand extension

138
Q

The set of beliefs that consumers hold about a particular brand.

A

Brand image

139
Q

Getting price to break even on the costs of making aid marketing a ‘product’ or setting price to make a target profit.

A

Break-even pricing (target profit pricing)

140
Q

A wholesaler who does not take tide to goods and whose function is to bring buyers and sellers together and assist in negotiation.

A

Broker

141
Q

A review of the sales, costs and profit projections for a new product to find out whether these factors satisfy the company’s objectives.

A

Business analysis

142
Q

The decision making process of which business buyers establish the need for purchased products and services, and identify, evaluate and choose among alternative brands and suppliers.

A

Business buying process

143
Q

All the organizations that buy goods and services to use in the production of other products and services, or for the purpose of reselling or renting them to others at a profit.

A

Business market

144
Q

The collection of businesses and products that make up the company.

A

Business portfolio

145
Q

The person who makes an actual purchase.

A

Buyer

146
Q

The stages that consumers normally pass through on their way to purchase, including awareness, knowledge, liking, preference, conviction and purchase.

A

Buyer-readiness stages

147
Q

People in an organization’s buying centre with formal authority to select the supplier and arrange terms of purchase.

A

Buyers

148
Q

All the individuals and units that participate in the business buying-decision process.

A

Buying centre

149
Q

produced as a result of the main factory process, such as waste and reject items.

A

By-products Items

150
Q

Setting a price for by-products in order to make the main product’s price more competitive.

A

By-product pricing

151
Q

Industrial goods built partly enter the finished product, including installations and accessory equipment.

A

Capital items

152
Q

Setting a price for products that must be used along with a main product, such as blades for a razor and film for a camera.

A

Captive-product pricing

153
Q

Large, ‘no- frills’ stores that sell an extensive assortment of goods, and are noted particularly for their bulk discounts.

A

Cash-and-carry retailers

154
Q

Wholesalers that stock a limited line of fast-moving goods - such as groceries, toys, household goods, clothes, electrical supplies and building materials - and that sell to small retailers and industrial firms for cash and normally do not provide a delivery service

A

Cash-and-carry wholesalers

155
Q

Low-growth, high-share businesses or products; established and successful units that generate cash that the company uses to pay its bills and support other business unit that need investment.

A

Cash cows

156
Q

A price reduction to buyers who pay their bills promptly.

A

Cash discount

157
Q

Offers to refund part of the purchase price of a product to consumers who send a ‘proof of purchase’ to the manufacturer.

A

Cash refund, offers (rebates)

158
Q

Direct marketing through catalogues that are mailed to a select list of customers or made available in stores.

A

Catalogue marketing

159
Q

A retail operation that sells a wide selection of high mark-up, fast-moving, brand-name goods at discount prices.

A

Catalogue showroom

160
Q

A modern ‘breed’ of exceptionally aggressive ‘off-price’ retailers that offer branded merchandise in clearly defined product categories at heavily discounted prices.

A

Category killers

161
Q

Marketing research to test hypotheses about cause-and-effect relationships .

A

Causal research

162
Q

Disagreement among marketing channel members on goals and roles - who should do what and for what rewards.

A

Channel conflict

163
Q

A layer of intermediaries that performs some work in bringing the product and its ownership closer to the final buyer.

A

Channel level

164
Q

Questions that include all the possible answers and allow subjects lo make choices among them.

A

Closed-end questions

165
Q

The step in the selling process in which the salesperson asks the customer for an order.

A

Closing

166
Q

The practice of using the established brand names of two different companies on the same product.

A

Co-branding

167
Q

Buyer discomfort caused by post purchase conflict.

A

Cognitive dissonance

168
Q

Companies that offer online information, entertainment, shopping and other marketing services to subscribers who pay the company a monthly fee. They make use of their own dedicated networks and operate their own computers which are connected to the Internet, thus offering somewhat better security than the Internet.

A

Commercial online services

169
Q

Introducing a new product into the market.

A

Commercialization

170
Q

A branding approach that focuses on the company name and individual brand name

A

Company and individual brand strategy

171
Q

Advertising that compares one brand directly or indirectly to one or more other brands.

A

Comparison advertising (knocking copy)

172
Q

Promotional events that give consumers the chance to win something - such as cash, trips or goods - by luck or through extra effort.

A

Competitions sweepstakes, lotteries, games

173
Q

An advantage over competitors gained by offering consumers greater value, either through lower prices or by providing more benefits that justify higher prices.

A

Competitive advantage

174
Q

Selling the promotion budget to match competitors’ on days.

A

Competitive-parity method

175
Q

Strategies that strongly position the company against competitors and that give the company the strongest possible strategic advantage.

A

Competitive strategies

176
Q

The process of identifying key competitors; assessing their objectives, strategies, strengths and weaknesses, and reaction patterns; and selecting which competitors to attack or avoid.

A

Competitor analysis

177
Q

A company whose moves are mainly based on competitors’ actions and reactions; it spends most of its time tracking competitors’ moves arid market shares and trying to find strategies to counter them.

A

Competitor-centered company

178
Q

Consumer buying behavior in situations characterized by high consumer involvement in a purchase and significant perceived differences among brands.

A

Complex buying behavior

179
Q

A market coverage strategy in which a brand goes after a large share of one or a few submarkets.

A

Concentrated marketing

180
Q

Testing new product concepts with a group of target consumers to find out if the concepts have strong consumer appeal.

A

Concept testing

181
Q

A positioning error that leaves consumers with a confused image of the company, its product or a brand.

A

Confused positioning

182
Q

The buying behavior of final consumers - individuals and households who buy goods and services for personal consumption.

A

Consumer buying behavior

183
Q

All the individuals and households who buy or acquire goods and services for personal consumption.

A

Consumer market

184
Q

A principle of enlightened marketing which holds that a company should view and organize its marketing activities from the consumers’ point of view.

A

Consumer-oriented marketing

185
Q

A product bought by final consumers for personal consumption.

A

Consumer product

186
Q

Sales promotion designed to stimulate consumer purchasing, including samples, coupons, rebates, prices-off, premiums, patronage rewards, displays, and contests and sweepstakes.

A

Consumer promotion

187
Q

Sales promotions that promote the product’s positioning and include a selling message along with the deal.

A

Consumer relationship-building promotions

188
Q

An organized movement of citizens find government agencies to improve the rights and power of buyers in relation to sellers.

A

Consumerism

189
Q

Ads evenly within a given period.

A

Continuity Scheduling

190
Q

A joint venture in which a company contracts with manufacturers in a foreign market to produce the product.

A

Contract manufacturing

191
Q

A vertical marketing system in which independent firms at different levels of production and distribution join together through contracts to obtain more economies or sales impact than they could achieve alone.

A

Contractual VMS

192
Q

A consumer product that the customer usually buys frequently, immediately, and with a minimum of comparison and buying effort.

A

Convenience product

193
Q

A small store located near a residential area that is open long hours seven days a week and carries a limited line of high-turnover convenience goods.

A

Convenience store

194
Q

A channel consisting of one or more independent producers, wholesalers and retailers, each a separate business seeking lo maximize its own profits even at the expense of profits for the system as a whole.

A

Conventional distribution channel

195
Q

Measuring the communication effect of an advertisement before or after it is printed or broadcast.

A

Copy testing

196
Q

The problem-solving services or core benefits that consumers are really buying when they obtain a product.

A

Core product

197
Q

The ‘hub’ of marketing strategy has two parts; the identification of a group of customers for whom the firm has a differential advantage; and then positioning itself in that market.

A

Core strategy

198
Q

A small store, usually owned and managed by a person who lives in the local neighborhood. It is typically a grocery store, a convenience store or a confectioner-tobacconist- nerts agent (CTN). It serves the immediate neighborhood.

A

Comer sump

199
Q

A brand strategy whereby the firm makes its company name the dominant brand identity across all of its products.

A

Corporate brand strategy

200
Q

A form of licensing whereby a firm rents a corporate trademark or logo made famous in one product or service category and uses it in a related category.

A

Corporate licensing

Marketing Management Vocabulary (3 decks)

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