Principles of Marketing, 17/e

Glossary

Adapted global marketing

A global marketing approach that adjusts the marketing strategy and mix elements to each international target market, which creates more costs but hopefully produces a larger market share and return.

Administered VMS

A vertical marketing system that coordinates successive stages of production and distribution through the size and power of one of the parties.

Adoption process

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

Advertising

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

Advertising agency

A marketing services firm that assists companies in planning, preparing, implementing, and ...