In the context of organization buying behaviour this refers to the idea that a number of different individuals may influence the purchase process for a product or service within an organization.
Showing posts with label Ideas. Show all posts
Showing posts with label Ideas. Show all posts
Multiple buying influences
In the context of organization buying behaviour this refers to the idea that a number of different individuals may influence the purchase process for a product or service within an organization.
Continuous innovation
A new product entry that is an improved or modified version of an existing product rather than a totally new product. A continuous innovation has the least disruptive influence on established consumption patterns.
Campaign theme
The central idea of an advertising campaign that appears in different media across a specified time period. It is the most critical part of the creative process, as it sets the tone for the individual ads and other forms of marketing communication.
Lead user
Those people or firms who most need the innovation being worked on and who will most likely participate in the innovation process. The idea itself often originates with a lead user and may even appear in prototype form in the lead user’s firm.
Identity discloser
The issue of whether to release to the user the name of the firm making the product being tested
Product
Anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need. It includes physical objects, services, events, persons, places, organizations, and ideas.
Innovativeness
(1) When applied to the seller, it is the degree to which the firm has the capability, and follows the practice, of being innovative. (2) When applied to a buyer, it is the extent to which that person or firm is willing to accept the risks of early purchase of an innovation.
Attribute analysis/attribute listing
A group of idea-generating techniques used in the new product development process. It is built on the concept that any product improvement is a change in the attributes of its predecessor. Also a term used to mean the same as analytical attribute approach. Also called attribute listing.
Negative demand
One of the demand states that company may face for some of its products or services. Here the major part of the market or a segment of the market dislike the product and even makes an effort to avoid it. Many people have negative demand for planned families; teetotalers may have negative demand for meat and other nonvegetarian products. This demand state is not common. The marketing task is to analyze why the market dislikes the product, service, or idea and whether a marketing program consisting of product redesign, lower prices and more positive promotion can change beliefs and attitudes.
Idea screening
The second stage of new product development process. It refers to Screening of new-product ideas in order to spot good ideas and drop poor ones as soon as possible. The purpose of this stage is to reduce the number of ideas through a system of evaluation. In evaluating the new ideas the company should try to avoid go and drop errors.
Advertising campaign
A comprehensive advertising plan developed by an agency for its client that consists of a series of messages in a variety of media that center on a single theme or idea.
Brainstorming
A creative technique in which participants are encouraged to freely come out with large number of ideas, which are recorded but not discussed. The purpose is to gather the greatest number of ideas possible on the chance of obtaining one or more that is innovative. This technique is commonly used in generating ideas for a possible innovation or in new product development process.
Mind-mapping
On of the techniques of creativity that may be used in idea generation stage of a new product development process. This technique starts with a thought, such as a car, write it on a piece of paper then think of the next thought that comes up (say Mercedes) link it to car, then think of the next association (Germany) and do this with all association that come up with each new word. Perhaps a whole new idea will materialize.
Ideal self-image
Used in consumer behaviour. How consumers would like to perceive themselves (as opposed to actual self-image-the way they do perceive themselves.)
Screening of ideas
Evaluation steps prior R&D and systems design in the new product development process. They involve use of scoring models, checklists, or personal judgments and are based on
information from experience and various market research studies.
information from experience and various market research studies.
Big idea
Name given to a creative idea or the central theme for an advertisement or campaign that attracts consumers’ attention, gets a reaction, and sets advertiser’s product or service apart from the competition. It is also known as the main theme of dvertisement. Creative specialists are finding it more and more difficult to come up
with big ideas that will break through the clutter and and still satisfy the concerns of their risk-averse clients.
with big ideas that will break through the clutter and and still satisfy the concerns of their risk-averse clients.
Idea generation
The first stage of new product development process. It is the systematic search for new-product ideas. A company has to generate many ideas in order to find a few good ones. There are basically two sources of new ideas: internal sources and external sources. Internal sources include company employees, sales persons, executives and external sources include customers, competitors, distributors and suppliers. Company can find new ideas through R&D also.