O

  • Objective-and-task method, budgeting, 414415

  • Objectives

    • determine competitors’, 521

    • goals and, setting company, 42

    • marketing plan, 57

  • Observational research, 109110

  • Obsolescence, planned, 578579

  • Occasions segmentation, 192

  • Occupation, as consumer buyer behavior, 143

  • Offer

    • perceived value of, 322

    • service, 238

  • Off-invoice trade promotions, 476

  • Off-list trade promotions, 476

  • Off-price retailers, 370, 372

  • Oligopolistic markets, 297, 298

  • Omni-channel buyers, 368

  • Omni-channel retailing, 369, 383385, 492

  • Online advertising, 433, 493494

  • Online and digital security, 508

  • Online behavior, 113114

  • Online catalogs, 505

  • Online display ads, 493494

  • Online dynamic pricing, 316318

  • Online focus groups, 113

  • Online marketing, 2223, 490, 492493. See also Mobile marketing

    • ALS Ice Bucket Challenge, 33

    • “Buy” Buttons, 512513

    • China’s Great Firewall, 568

    • Digital Influencer Credibility, 158159

    • Fabletics Changing Channels, 361

    • Facebook Audience Network, 450

    • Feeding Pets from your Smartphone, 250

    • Get Your Groupon, 214

    • Google’s (Alphabet’s) Mission, 62

    • Krazy Coupon Lady, 328

    • Online Price Tracking, 301302

    • sharing economy, 94

    • Skip the Checkout Line, 394395

    • Snap It and Redeem It, 481

    • Social Logins, 538

    • Teens and Social Media, 598

    • Telemedicine, 277

    • Trail You Leave Behind (privacy), 127

    • #withoutshoes, 422

  • Online marketing research, 112113

  • Online price tracking, 301302

  • Online pricing, 282283

  • Online purchasing, business, 173174

  • Online retailing, 383

  • Online sales training, 463

  • Online selling, 460, 466, 468469

  • Online social networks, consumer buyer behavior and, 139

  • Online videos, 495496

  • Operating control, 59

  • Opinion leaders

    • consumer buyer behavior and, 139

    • marketing and, 411412

  • Opt-in model, telemarketing, 506

  • Optional-product pricing, 310

  • Order getters, 457

  • Order-routine specification, in business buying, 173

  • Order taker, 457

  • Organization

    • for advertising, 445

    • channel behavior and. See Channel behavior, organization and

    • functional, 58

    • global marketing and, 566

    • of marketing department, 58

  • Organizational climate, salesforce motivation and, 465

  • Organizational influences, on business ­buyers, 169

  • Organization marketing, 224

  • Organizations

  • Orientations, evolving company, 536

  • Outbound logistics, 352

  • Outbound telephone marketing, 506

  • Outdoor advertising, 442

  • Outside sales force, 460461

  • Outsourced logistics, 359

  • Overall cost leadership, 526527, 527

  • Overhead, 289

  • Owned media, 404, 441

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