Index of Retail Saturation

Index of Retail Saturation – A technique normally used in larger areas to aid retailer’s choice among possibilities for location of new outlets. It offers better insight into location possibilities than a simple descriptive analysis of market potential because it reflects both the demand side and the supply side; i.e., the number of existing outlets … Read more

Implicit Price Index

Implementation – The stage in the strategic market planning process in which an action program is designed to meet the strategic objective(s) using available resources and given the existing constraints. The action program is intended to be both a translation of a strategic plan into operational term as well as a means by which the … Read more

High Pressure Selling

Hierarchy of Effects Model – 1. A concept related to the manner in which advertising supposedly works; it is based on the premise that advertising moves individuals systematically through a series of psychological stages such as awareness, interest, desire, conviction and action. 2. An early model that depicted consumer purchasing as a series of stages … Read more

Hard Goods

Gross Rating Point (GRP) – A measure of the total amount of the advertising exposures produced by a specific media vehicle or a media schedule during a specific period of time. It is expressed in terms of the rating of a specific media vehicle (if only one is being used) or the sum of all … Read more

Global Marketing Information Systems

Global Brand – A brand that is marketed according to the same strategic principles in every part of the world. Global Corporation – A stage of development of a company doing business outside the home country. Global Marketing – 1.(global marketing definition) A marketing strategy that consciously addresses global customers, markets,and competition in formulating a … Read more

Gap Analysis

Galley Proof – A copy of the individual pages of an ad, brochure, poster, or other printed material used for final proofreading of the text before final negatives are made for the printing process. Game – A consumer sales promotion technique that involves collection, matching, or use of skill to complete a project or activity … Read more

Formula Selling

Formative Research – The market research , usually on target customers, carried out before a marketing program is begun in order to help formulate effective strategy and tactics. Formula Selling – A selling approach in which the sales presentation is designed to move the customer through the stages in the decision-making process such as get … Read more

Flanker Brand

Flanker Brand – A line extension. Sometimes the term is meant to cover only those line extensions that are not premium-priced or low-priced. Flanking – An indirect strategy aimed at capturing market segments whose needs are not being served by competitors. Flanking can be executed by targeting either a geographical segment or a consumer segment … Read more

Feature Story

Feature Story – A type of publicity material that can be used by the media at their convenience because it is not time related. A feature is often human interes0related and contains more background information than typically found in the news release. It is also known as an evergreen because of its relatively long life … Read more

Facilitating Agent

Fabricating Materials – processed materials required for producing goods and services that are not considered component parts. Examples are steel plates, chemicals, glass, coke, sheet metal, plastics, leather. Face Value – The printed financial value of a coupon (actual savings). The face value can be either a specific monetary amount, a percentage discount, or combination … Read more