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 non-personal 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 evaluating all or portions of their advertising programs.
Advertising budget The dollars and other resources allocated to a product or a company advertising program.
Advertising media The vehicles through which advertising messages are delivered to their intended audiences.
Advertising objective A specific communication task to be accomplished with a specific target audience during a specific period of time.
Advertising strategy The strategy by which the company accomplishes its advertising objectives. It consists of two major elements: creating advertising messages and selecting advertising media.
Affordable method Setting the promotion budget at the level management thinks the company can afford.
Agent A wholesaler who represents buyers or sellers on a relatively permanent basis performs only a few functions and does not take title to goods.
Age and life-cycle segmentation Dividing a market into different age and life-cycle groups.
Allowance Promotional money paid by manufacturers to retailers in return for an agreement to feature the manufacturer’s products in some way.
Alternative evaluation The stage of the buyer decision process in which the consumer uses the information to evaluate alternative brands in the choice set.
Approach The sales step in which a salesperson meets the customer for the first time.
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