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StrategicConceptsCh1
VCC115 Ch1
| Term | Definition |
|---|---|
| Marketing mix | The elements of a marketing program, including products, prices, places (the distribution system), and promotions. |
| Brand parity | What occurs when there is the perception that most goods and services are essentially the same. |
| Contact points | The places where customers interact with or acquire additional information about a firm. |
| Adaptation | What takes place when products and marketing messages are designed for and adapted to individual countries. |
| Receivers | The intended audience for a message. |
| Noise | Anything that distorts or disrupts a message. |