question

Brand

answer

a name, term, symbol, design, or combination thereof that identifies a seller's products and differentiates them from competitors' products

question

brand equity

answer

the value of company and brand names

question

brand loyalty

answer

a consistent preference for one brand over all others

question

brand mark

answer

the elements of a brand that cannot be spoken

question

brand name

answer

that part of a brand that can be spoken, including letters, words, and numbers

question

business product (industrial product)

answer

a product used to manufacture other goods or services, to facilitate an organization's operations, or to resell to other customers

question

captive brand

answer

a brand manufactured by a third party for an exclusive retailer, without evidence of that retailer's affiliation

question

co-branding

answer

placing two or more brand names on a product or its package

question

consumer product

answer

a product bought to satisfy an individual's personal wants

question

convenience product

answer

a relatively inexpensive item that merits little shopping effort

question

express warranty

answer

a written guarantee

question

family branding

answer

marketing several different products under the same brand name

question

generic product name

answer

identifies a product by class or type and cannot be trademarked

question

global brand.a brand that obtains at least a third of its earnings from outside its home country

answer

is recognizable outside its home base of customers, and has publicly available marketing and financial data

question

implied warranty

answer

an unwritten guarantee that the good or service is fit for the purpose for which it was sold

question

individual branding

answer

using different brand names for different products

question

informational labeling

answer

a type of package labeling designed to help consumers make proper product selections and lower their cognitive dissonance after the purchase

question

manufacturer's brand

answer

the brand name of a manufacturer

question

persuasive labeling

answer

a type of package labeling that focuses on a promotional theme or logo, and consumer information is secondary

question

planned obsolescence

answer

the practice of modifying products so those that have already been sold become obsolete before they actually need replacement

question

private brand

answer

a brand name owned by a wholesaler or a retailer

question

product

answer

everything, both favorable and unfavorable, that a person receives in an exchange

question

product item

answer

a specific version of a product that can be designated as a distinct offering among an organization's products

question

product line

answer

a group of closely related product items

question

product line depth

answer

the number of product items in a product line

question

product line extension

answer

adding additional products to an existing product line in order to compete more broadly in the industry

question

product mix

answer

all products that an organization sells

question

product mix width

answer

the number of product lines an organization offers

question

product modification

answer

changing one or more of a product's characteristics

question

service mark

answer

a trademark for a service

question

shopping product

answer

a product that requires comparison shopping because it is usually more expensive than a convenience product and is found in fewer stores

question

specialty product

answer

a particular item that consumers search extensively for and are very reluctant to accept substitutes

question

trademark

answer

the exclusive right to use a brand or part of a brand

question

universal product codes (UPCs)

answer

a series of thick and thin vertical lines (bar codes), readable by computerized optical scanners, that represent numbers used to track products

question

unsought product

answer

a product unknown to the potential buyer or a known product that the buyer does not actively seek

question

warranty

answer

a confirmation of the quality or performance of a good or service

question

brainstorming

answer

the process of getting a group to think of unlimited ways to vary a product or solve a problem

question

business analysis

answer

the second stage of the screening process where preliminary figures for demand, cost, sales, and profitability are calculated

question

commercialization

answer

the decision to market a product

question

concept test

answer

a test to evaluate a new-product idea, usually before any prototype has been created

question

decline stage

answer

a long-run drop in sales

question

development

answer

the stage in the product development process in which a prototype is developed and a marketing strategy is outlined

question

diffusion

answer

the process by which the adoption of an innovation spreads

question

growth stage

answer

the second stage of the product life cycle when sales typically grow at an increasing rate, many competitors enter the market, large companies may start to acquire small pioneering firms, and profits are healthy

question

innovation

answer

a product perceived as new by a potential adopter

question

introductory stage

answer

the full-scale launch of a new product into the marketplace

question

maturity stage

answer

a period during which sales increase at a decreasing rate

question

new product

answer

a product new to the world, the market, the producer, the seller, or some combination of these

question

new-product strategy

answer

a plan that links the new-product development process with the objectives of the marketing department, the business unit, and the corporation

question

product category

answer

all brands that satisfy a particular type of need

question

product development

answer

a marketing strategy that entails the creation of marketable new products; the process of converting applications for new technologies into marketable products

question

product life cycle (PLC)

answer

a concept that provides a way to trace the stages of a product's acceptance, from its introduction (birth) to its decline (death)

question

screening

answer

the first filter in the product development process, which eliminates ideas that are inconsistent with the organization's new-product strategy or are obviously inappropriate for some other reason

question

simulated (laboratory) market testing

answer

the presentation of advertising and other promotional materials for several products, including a test product, to members of the product's target market

question

simultaneous product development

answer

a team-oriented approach to new-product development

question

test marketing

answer

the limited introduction of a product and a marketing program to determine the reactions of potential customers in a market situation

question

agents and brokers

answer

wholesaling intermediaries who do not take title to a product but facilitate its sale from producer to end user by representing retailers, wholesalers, or manufacturers

question

arm's-length relationship

answer

a relationship between companies that is loose, characterized by low relational investment and trust, and usually taking the form of a series of discrete transactions with no or low expectation of future interaction or service

question

channel conflict

answer

a clash of goals and methods between distribution channel members

question

channel control

answer

a situation that occurs when one marketing channel member intentionally affects another member's behavior

question

channel leader (channel captain)

answer

a member of a marketing channel that exercises authority and power over the activities of other channel members

question

channel members

answer

all parties in the marketing channel who negotiate with one another, buy and sell products, and facilitate the change of ownership between buyer and seller in the course of moving the product from the manufacturer into the hands of the final consumer

question

channel partnering (channel cooperation)

answer

the joint effort of all channel members to create a channel that serves customers and creates a competitive advantage

question

channel power

answer

the capacity of a particular marketing channel member to control or influence the behavior of other channel members

question

cooperative relationship

answer

a relationship between companies that takes the form of informal partnership with moderate levels of trust and information sharing as needed to further each company's goals

question

direct channel

answer

a distribution channel in which producers sell directly to consumers

question

discrepancy of assortment

answer

the lack of all the items a customer needs to receive full satisfaction from a product or products

question

discrepancy of quantity

answer

the difference between the amount of product produced and the amount an end user wants to buy

question

dual distribution (multiple distribution)

answer

the use of two or more channels to distribute the same product to target markets

question

exclusive distribution

answer

a form of distribution that establishes one or a few dealers within a given area

question

horizontal conflict

answer

a channel conflict that occurs among channel members on the same level

question

integrated relationship

answer

a relationship between companies that is tightly connected, with linked processes across and between firm boundaries and high levels of trust and interfirm commitment

question

intensive distribution

answer

a form of distribution aimed at having a product available in every outlet where target customers might want to buy it

question

logistics

answer

the efficient and cost-effective forward and reverse flow and storage of goods, services, and related information into, through, and out of channel member companies

question

marketing channel (channel of distribution)

answer

a set of interdependent organizations that eases the transfer of ownership as products move from producer to business user or consumer

question

merchant wholesaler

answer

an institution that buys goods from manufacturers and resells them to businesses, government agencies, and other wholesalers or retailers and that receives and takes title to goods, stores them in its own warehouses, and later ships them

question

retailer

answer

a channel intermediary that sells mainly to consumers

question

selective distribution

answer

a form of distribution achieved by screening dealers to eliminate all but a few in any single area

question

spatial discrepancy

answer

the difference between the location of a producer and the location of widely scattered markets

question

strategic channel alliance

answer

a cooperative agreement between business firms to use the other's already established distribution channel

question

temporal discrepancy

answer

a situation that occurs when a product is produced but a customer is not ready to buy it

question

vertical conflict

answer

a channel conflict that occurs between different levels in a marketing channel, most typically between the manufacturer and wholesaler or between the manufacturer and retailer.

question

atmosphere

answer

the overall impression conveyed by a store's physical layout, decor, and surroundings

question

automatic vending

answer

the use of machines to offer goods for sale

question

buyer

answer

a department head who selects the merchandise for his or her department and may also be responsible for promotion and personnel

question

category killers

answer

specialty discount stores that heavily dominate their narrow merchandise segment

question

chain stores

answer

stores owned and operated as a group by a single organization

question

convenience store

answer

a miniature supermarket, carrying only a limited line of high-turnover convenience goods

question

department store

answer

a store housing several departments under one roof

question

destination stores

answer

stores that consumers purposely plan to visit

question

direct marketing (direct response marketing)

answer

techniques used to get consumers to make a purchase from their home, office, or other nonretail setting

question

direct retailing

answer

the selling of products by representatives who work door-to-door, office-to-office, or at home sales parties

question

discount store

answer

a retailer that competes on the basis of low prices, high turnover, and high volume

question

drugstore

answer

a retail store that stocks pharmacy-related products and services as its main draw

question

factory outlet

answer

an off-price retailer that is owned and operated by a manufacturer

question

franchise

answer

the right to operate a business or to sell a product

question

franchisee

answer

an individual or business that is granted the right to sell another party's product

question

franchisor

answer

the originator of a trade name, product, methods of operation, and so on that grants operating rights to another party to sell its product

question

full-line discount store

answer

a retailer that offers consumers very limited service and carries a broad assortment of well-known, nationally branded "hard goods"

question

gross margin

answer

the amount of money the retailer makes as a percentage of sales after the cost of goods sold is subtracted

question

independent retailers

answer

retailers owned by a single person or partnership and not operated as part of a larger retail institution

question

mass merchandising

answer

a retailing strategy using moderate to low prices on large quantities of merchandise and lower levels of service to stimulate high turnover of products

question

nonstore retailing

answer

shopping without visiting a store

question

off-price retailer

answer

a retailer that sells at prices 25 percent or more below traditional department store prices because it pays cash for its stock and usually doesn't ask for return privileges

question

online retailing

answer

a type of shopping available to consumers with personal computers and access to the Internet

question

product offering

answer

the mix of products offered to the consumer by the retailer; also called the product assortment or merchandise mix

question

retailing

answer

all the activities directly related to the sale of goods and services to the ultimate consumer for personal, nonbusiness use

question

retailing mix

answer

a combination of the six Ps—product, place, promotion, price, presentation, and personnel—to sell goods and services to the ultimate consumer

question

scrambled merchandising

answer

the tendency to offer a wide variety of nontraditional goods and services under one roof

question

specialty discount store

answer

a retail store that offers a nearly complete selection of single-line merchandise and uses self-service, discount prices, high volume, and high turnover

question

specialty store

answer

a retail store specializing in a given type of merchandise

question

supercenter

answer

a retail store that combines groceries and general merchandise goods with a wide range of services

question

supermarket

answer

a large, departmentalized, self-service retailer that specializes in food and some nonfood items

question

telemarketing

answer

the use of the telephone to sell directly to consumers

question

warehouse membership clubs

answer

limited-service merchant wholesalers that sell a limited selection of brand name appliances, household items, and groceries on a cash-and-carry basis to members, usually small businesses and groups

question

advertising

answer

impersonal, one-way mass communication about a product or organization that is paid for by a marketer

question

AIDA concept

answer

a model that outlines the process for achieving promotional goals in terms of stages of consumer involvement with the message; the acronym stands for attention, interest, desire, and action

question

Channel

answer

a medium of communication—such as a voice, radio, or newspaper—for transmitting a message

question

Communication

answer

the process by which meanings are exchanged or shared through a common set of symbols

question

competitive advantage

answer

the unique set of features of a company and its products that are perceived by the target market as significant and superior to the competition

question

decoding

answer

interpretation of the language and symbols sent by the source through a channel

question

encoding

answer

the conversion of a sender's ideas and thoughts into a message, usually in the form of words or signs

question

feedback

answer

the receiver's response to a message

question

integrated marketing communications (IMC)

answer

the careful coordination of all promotional messages for a product or a service to assure the consistency of messages at every contact point where a company meets the consumer

question

interpersonal communication

answer

direct, face-to-face communication between two or more people

question

mass communication

answer

the communication of a concept or message to large audiences

question

noise

answer

anything that interferes with, distorts, or slows down the transmission of information

question

personal selling

answer

a purchase situation involving a personal, paid-for communication between two people in an attempt to influence each other

question

promotion

answer

communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response

question

promotional mix

answer

the combination of promotional tools—including advertising, public relations, personal selling, and sales promotion—used to reach the target market and fulfill the organization's overall goals

question

promotional strategy

answer

a plan for the optimal use of the elements of promotion: advertising, public relations, personal selling, and sales promotion

question

public relations

answer

the marketing function that evaluates public attitudes, identifies areas within the organization the public may be interested in, and executes a program of action to earn public understanding and acceptance

question

publicity

answer

public information about a company, product, service, or issue appearing in the mass media as a news item

question

pull strategy

answer

a marketing strategy that stimulates consumer demand to obtain product distribution

question

push strategy

answer

a marketing strategy that uses aggressive personal selling and trade advertising to convince a wholesaler or a retailer to carry and sell particular merchandise

question

receiver

answer

the person who decodes a message

question

sales promotion

answer

marketing activities—other than personal selling, advertising, and public relations—that stimulate consumer buying and dealer effectiveness

question

sender

answer

the originator of the message in the communication process

question

advergaming

answer

placing advertising messages in Web-based or video games to advertise or promote a product, service, organization, or issue

question

advertising appeal

answer

a reason for a person to buy a product

question

advertising campaign

answer

a series of related advertisements focusing on a common theme, slogan, and set of advertising appeals

question

advertising objective

answer

a specific communication task that a campaign should accomplish for a specified target audience during a specified period

question

advertising response function

answer

a phenomenon in which spending for advertising and sales promotion increases sales or market share up to a certain level but then produces diminishing returns

question

advocacy advertising

answer

a form of advertising in which an organization expresses its views on controversial issues or responds to media attacks

question

audience selectivity

answer

the ability of an advertising medium to reach a precisely defined market

question

cause-related marketing

answer

a type of sponsorship involving the association of a for-profit company and a nonprofit organization; through the sponsorship, the company's product or service is promoted, and money is raised for the nonprofit

question

comparative advertising

answer

a form of advertising that compares two or more specifically named or shown competing brands on one or more specific attributes

question

competitive advertising

answer

a form of advertising designed to influence demand for a specific brand

question

continuous media schedule

answer

a media scheduling strategy in which advertising is run steadily throughout the advertising period; used for products in the later stages of the product life cycle

question

cooperative advertising

answer

an arrangement in which the manufacturer and the retailer split the costs of advertising the manufacturer's brand

question

cost per contact

answer

the cost of reaching one member of the target market

question

crisis management

answer

a coordinated effort to handle all the effects of unfavorable publicity or another unexpected unfavorable event

question

flighted media schedule

answer

a media scheduling strategy in which ads are run heavily every other month or every two weeks, to achieve a greater impact with an increased frequency and reach at those times

question

frequency

answer

the number of times an individual is exposed to a given message during a specific period

question

infomercial

answer

a 30-minute or longer advertisement that looks more like a television talk show than a sales pitch

question

institutional advertising

answer

a form of advertising designed to enhance a company's image rather than promote a particular product

question

media mix

answer

the combination of media to be used for a promotional campaign

question

media planning

answer

the series of decisions advertisers make regarding the selection and use of media, allowing the marketer to optimally and cost-effectively communicate the message to the target audience

question

media schedule

answer

designation of the media, the specific publications or programs, and the insertion dates of advertising

question

medium

answer

the channel used to convey a message to a target market

question

pioneering advertising

answer

a form of advertising designed to stimulate primary demand for a new product or product category

question

product advertising

answer

a form of advertising that touts the benefits of a specific good or service

question

product placement

answer

a public relations strategy that involves getting a product, service, or company name to appear in a movie, television show, radio program, magazine, newspaper, video game, video or audio clip, book, or commercial for another product; on the Internet; or at special events

question

pulsing media schedule

answer

a media scheduling strategy that uses continuous scheduling throughout the year coupled with a flighted schedule during the best sales periods

question

reach

answer

the number of target consumers exposed to a commercial at least once during a specific period, usually four weeks

question

seasonal media schedule

answer

a media scheduling strategy that runs advertising only during times of the year when the product is most likely to be used

question

sponsorship

answer

a public relations strategy in which a company spends money to support an issue, cause, or event that is consistent with corporate objectives, such as improving brand awareness or enhancing corporate image

question

unique selling proposition

answer

a desirable, exclusive, and believable advertising appeal selected as the theme for a campaign

question

cold calling

answer

a form of lead generation in which the salesperson approaches potential buyers without any prior knowledge of the prospects' needs or financial status

question

consumer sales promotion

answer

sales promotion activities targeting the ultimate consumer

question

coupon

answer

a certificate that entitles consumers to an immediate price reduction when they buy the product

question

follow-up

answer

the final step of the selling process, in which the salesperson ensures delivery schedules are met, goods or services perform as promised, and buyers' employees are properly trained to use the products

question

frequent buyer program

answer

a loyalty program in which loyal consumers are rewarded for making multiple purchases of a particular good or service

question

lead generation (prospecting)

answer

identification of those firms and people most likely to buy the seller's offerings

question

lead qualification

answer

determination of a sales prospect's (1) recognized need, (2) buying power, and (3) receptivity and accessibility

question

loyalty marketing program

answer

a promotional program designed to build long-term, mutually beneficial relationships between a company and its key customers

question

needs assessment

answer

a determination of the customer's specific needs and wants and the range of options the customer has for satisfying them

question

negotiation

answer

the process during which both the salesperson and the prospect offer special concessions in an attempt to arrive at a sales agreement

question

networking

answer

a process of finding out about potential clients from friends, business contacts, coworkers, acquaintances, and fellow members in professional and civic organizations

question

point-of-purchase (P-O-P) display

answer

a promotional display set up at the retailer's location to build traffic, advertise the product, or induce impulse buying

question

preapproach

answer

a process that describes the "homework" that must be done by a salesperson before he or she contacts a prospect

question

premium

answer

an extra item offered to the consumer, usually in exchange for some proof of purchase of the promoted product

question

push money

answer

money offered to channel intermediaries to encourage them to "push" products—that is, to encourage other members of the channel to sell the products

question

rebate

answer

a cash refund given for the purchase of a product during a specific period

question

referral

answer

a recommendation to a salesperson from a customer or business associate

question

relationship selling (consultative selling)

answer

a sales practice that involves building, maintaining, and enhancing interactions with customers in order to develop long-term satisfaction through mutually beneficial partnerships

question

sales presentation

answer

a formal meeting in which the salesperson presents a sales proposal to a prospective buyer

question

sales process (sales cycle)

answer

the set of steps a salesperson goes through in a particular organization to sell a particular product or service

question

sales proposal

answer

a formal written document or professional presentation that outlines how the salesperson's product or service will meet or exceed the prospect's needs

question

sampling

answer

a promotional program that allows the consumer the opportunity to try a product or service for free

question

trade allowance

answer

a price reduction offered by manufacturers to intermediaries, such as wholesalers and retailers

question

trade sales promotion

answer

sales promotion activities targeting a marketing channel member, such as a wholesaler or retailer

question

average total cost (ATC)

answer

total costs divided by quantity of output

question

average variable cost (AVC)

answer

total variable costs divided by quantity of output

question

break-even analysis

answer

a method of determining what sales volume must be reached before total revenue equals total costs

question

demand

answer

the quantity of a product that will be sold in the market at various prices for a specified period

question

elastic demand

answer

a situation in which consumer demand is sensitive to changes in price

question

elasticity of demand

answer

consumers' responsiveness or sensitivity to changes in price

question

extranet

answer

a private electronic network that links a company with its suppliers and customers

question

fixed cost

answer

a cost that does not change as output is increased or decreased

question

inelastic demand

answer

a situation in which an increase or a decrease in price will not significantly affect demand for the product

question

keystoning

answer

the practice of marking up prices by 100 percent, or doubling the cost

question

marginal cost (MC)

answer

the change in total costs associated with a one-unit change in output

question

marginal revenue (MR)

answer

the extra revenue associated with selling an extra unit of output or the change in total revenue with a one-unit change in output

question

market share

answer

a company's product sales as a percentage of total sales for that industry

question

markup pricing

answer

the cost of buying the product from the producer, plus amounts for profit and for expenses not otherwise accounted for

question

prestige pricing

answer

charging a high price to help promote a high-quality image

question

price

answer

that which is given up in an exchange to acquire a good or service

question

price equilibrium

answer

the price at which demand and supply are equal

question

profit

answer

revenue minus expenses

question

profit maximization

answer

a method of setting prices that occurs when marginal revenue equals marginal cost

question

return on investment (ROI)

answer

net profit after taxes divided by total assets

question

revenue

answer

the price charged to customers multiplied by the number of units sold

question

selling against the brand

answer

stocking well-known branded items at high prices in order to sell store brands at discounted prices

question

status quo pricing

answer

a pricing objective that maintains existing prices or meets the competition's prices

question

supply

answer

the quantity of a product that will be offered to the market by a supplier at various prices for a specified period

question

unitary elasticity

answer

a situation in which total revenue remains the same when prices change

question

variable cost

answer

a cost that varies with changes in the level of output

question

yield management systems (YMS)

answer

a technique for adjusting prices that uses complex mathematical software to profitably fill unused capacity by discounting early purchases, limiting early sales at these discounted prices, and overbooking capacity

question

bait pricing

answer

a price tactic that tries to get consumers into a store through false or misleading price advertising and then uses high-pressure selling to persuade consumers to buy more expensive merchandise

question

base price

answer

the general price level at which the company expects to sell the good or service

question

basing-point pricing

answer

a price tactic that charges freight from a given (basing) point, regardless of the city from which the goods are shipped

question

cash discount

answer

a price reduction offered to a consumer, an industrial user, or a marketing intermediary in return for prompt payment of a bill

question

consumer penalty

answer

an extra fee paid by the consumer for violating the terms of the purchase agreement

question

cumulative quantity discount

answer

a deduction from list price that applies to the buyer's total purchases made during a specific period

question

delayed-quotation pricing

answer

a price tactic used for industrial installations and many accessory items in which a firm price is not set until the item is either finished or delivered

question

escalator pricing

answer

a price tactic in which the final selling price reflects cost increases incurred between the time the order is placed and the time delivery is made

question

flexible pricing (variable pricing)

answer

a price tactic in which different customers pay different prices for essentially the same merchandise bought in equal quantities

question

FOB origin pricing

answer

a price tactic that requires the buyer to absorb the freight costs from the shipping point ("free on board")

question

freight absorption pricing

answer

a price tactic in which the seller pays all or part of the actual freight charges and does not pass them on to the buyer

question

functional discount (trade discount)

answer

a discount to wholesalers and retailers for performing channel functions

question

joint costs

answer

costs that are shared in the manufacturing and marketing of several products in a product line

question

leader pricing (loss leader-pricing)

answer

a price tactic in which a product is sold near or even below cost in the hope that shoppers will buy other items once they are in the store

question

noncumulative quantity discount

answer

a deduction from list price that applies to a single order rather than to the total volume of orders placed during a certain period

question

odd-even pricing (psychological pricing)

answer

a price tactic that uses odd-numbered prices to connote bargains and even-numbered prices to imply quality

question

penetration pricing

answer

a pricing policy whereby a firm charges a relatively low price for a product initially as a way to reach the mass market

question

predatory pricing

answer

the practice of charging a very low price for a product with the intent of driving competitors out of business or out of a market

question

price bundling

answer

marketing two or more products in a single package for a special price

question

price fixing

answer

an agreement between two or more firms on the price they will charge for a product

question

price lining

answer

the practice of offering a product line with several items at specific price points

question

price shading

answer

the use of discounts by salespeople to increase demand for one or more products in a line

question

price skimming

answer

a pricing policy whereby a firm charges a high introductory price, often coupled with heavy promotion

question

price strategy

answer

a basic, long-term pricing framework that establishes the initial price for a product and the intended direction for price movements over the product life cycle

question

product line pricing

answer

setting prices for an entire line of products

question

promotional allowance (trade allowance)

answer

a payment to a dealer for promoting the manufacturer's products

question

quantity discount

answer

a price reduction offered to buyers buying in multiple units or above a specified dollar amount

question

rebate

answer

a cash refund given for the purchase of a product during a specific period

question

seasonal discount

answer

a price reduction for buying merchandise out of season

question

single-price tactic

answer

a price tactic that offers all goods and services at the same price (or perhaps two or three prices)

question

status quo pricing

answer

charging a price identical to or very close to the competition's price

question

two-part pricing

answer

a price tactic that charges two separate amounts to consume a single good or service

question

unbundling

answer

reducing the bundle of services that comes with the basic product

question

unfair trade practice acts

answer

laws that prohibit wholesalers and retailers from selling below cost

question

uniform delivered pricing

answer

a price tactic in which the seller pays the actual freight charges and bills every purchaser an identical, flat freight charge

question

value-based pricing

answer

setting the price at a level that seems to the customer to be a good price compared to the price of other options

question

zone pricing

answer

a modification of uniform delivered pricing that divides the United States (or the total market) into segments or zones and charges a flat freight rate to all customers in a given zone

MKTG 101 Final Exam Terms – Flashcards

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