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Chapter 5: Marketing Mix

Horizontales
business’s percentage of the total sales generated by all companies in the same market
that is determined by using the wholesale cost of an item as the basis for the price charged
different products and services that a business sell
strategy based on the belief that certain prices have an impact on how customers perceive a product
that is determined by how much customers are willing to pay for a product or service
that is determined by considering what competitors charge for the same product or service
that is determined by using the wholesale cost of an item as the basis for the price charged
blending of the product, price, distribution, and promotion used to reach a target market
defines the market, identifies customers and competitors, outlines a strategy for attracting and keeping customers, and recognizes and anticipates change
creating an image for a product in the customer’s mind
all the processes—planning, pricing, promoting, distributing, and selling—utilized by a company to place its product in the hands of potential customers
Verticales
the name, symbol, or design used to identify a product
amount earned as a result of the investment, usually expressed as a percentage
uses the needs of customers as the primary focus during the planning, production, distribution, and promotion of a product or service
plan that identifies how marketing goals will be achieved
product characteristics that will satisfy customer needs