Showing posts with label M. Show all posts
Showing posts with label M. Show all posts
Multiple-vehicle, multiple-stage campaign
A marketing communication including advertising campaign that involves a number of media vehicles and is carried in multiple stages such as inserting print ad in different issues of various Magazines over a specified period.
Multiple regression analysis
A statistical technique of multivariate data analysis appropriate for use with an intervally scaled dependent variable and intervally scaled independent variables; an extension of the simple regression technique to more than one independent variable.
Multiattribute attitude model
A model of attitudes that views an individual’s evaluation of an object (product, brand, service, etc.) as being a function of the beliefs that he or she has toward the object on various attributes and the importance of these attributes.
Multiple transaction premium
A type of sales promotion technique where a consumer receives a gift or may qualify for after more than one transaction.
Multichannel marketing
Today with the proliferation of customer segments and channel possibilities, more and more companies are adopting multichannel marketing, which occurs when a single firm uses two or more marketing channels to reach one or more customer segments. By adding more channels, companies can gain increased market coverage, lower channel cost and customized selling.
Mean
A measure of central tendency; obtained by adding all observations and dividing the sum by the number of observations.
Media imperatives
Based on research by Simmons Media Studies, showed the importance of using both TV and Magazines for full market coverage.
Mass customization or customization
Ability of a company to efficiently and economically offer goods and services more tailored to individual consumers. By going online, companies may enable customers to design their own goods; in effect, it enables them to be prosumers, namely self-producing customers. The customer can request customization of products, services prices, and delivery channels.
Markup percentage (at Cost)
Difference between retail price and merchandise cost expressed as a percentage of merchandise cost: /// Retail selling price Markup percentage - Merchandise cost (at cost) Merchandise cost
Multichotomous questions
One of the types of questions in a questionnaire. Fixed-alternative questions in which respondents are asked to choose the alternative that most closely corresponds to their position on the subject. Here the researcher provides a choice of answers and respondents are asked to select one or more of the alternatives given.
Market-driven
A strategy whereby a firm lets the marketplace direct its product innovation. Consumer product firms tend to be the primary practitioners of this strategy.
Market penetration pricing
Strategy in which a company seeks to achieve large revenues by setting low prices and selling a high unit volume. This pricing strategy will be effective in the following conditions: (1) the market is highly price sensitive, and the low price stimulates market growth; (2) production and distribution costs fall with accumulated production experience and (3) a low price discourages actual and potential competition.
Media demassification
Publishers shifting their focuses from large, general-interest audiences to smaller, more specialized audience.
McNemar test
One of the statistical tests used in data analysis, when the data are in nonmetric scale having two or more samples and these samples are interrelated with each others.
Metric data
This refers to one of the types of data. Metric data are measured on an interval or ratio scale.
Manufacturer’s representatives
Independent commercial sales agents who sell products of several manufacturers of non-competing products.
Market broadening strategy
A strategy that involves the company in shifting its focus from the current product to the underlying generic need. The company gets involved in R&D across the whole range of
technology associated with that need.
technology associated with that need.
Monadic tests
A product concept or use test in which subjects are asked to evaluate the product or concept and then rate it on an intention-tobuy, preference, or attitudinal scale without examining other products.
Most-favored nation (MFN) clause
To belong to GATT or the WTO, countries must adhere to this clause. This clause requires that if a country grants a tariff reduction to one country it must grant the same concession to all other countries. The MFN clause also applies to quotas and licenses. Although the clause initially was nconditional, countries have always made exceptions.