Baby boomers, 73
Bait and switch, 418
Barnacles, customers, 22
Barriers to trade, 546
Barter, international trade and, 551
Basing-point pricing, 315
Behavior, consumer. See Consumer buyer behavior
Behavioral segmentation, 192–193
Behavioral targeting, online, 113–114
Beliefs
consumer buying behavior and, 149
and values, brand, 242
Benchmarking, 522
Benefits, product, 242
Benefits sought segmentation, 192
Big data
CRM and, 117
marketing analytics and, 117, 119
as marketing information, 101
Netflix and, 118–119
online privacy and, 508–509
See also Data; Databases
Big idea, 436
Billboard advertising, 442
Biodegradable packaging, 81
Biometric measures, market research and, 115
Blogs
BryanBoy, 496
content marketing and, 404
digital marketing and, 496–497
Gizmodo, 139
influence on consumer buyer behavior, 139–140
marketing and, 158
Mayo Clinic, 235
mommy bloggers, 141–142
niche marketing and, 200
social selling and, 466
We Wore What (fashion blog), 496
zappos.com, 238
“Blue ocean strategy,” 524
Boston Consulting Group (BCG)
growth-share matrix, 43
problems with matrix approaches, 46
strategic business units, 45
Brand awareness, e-tailers and, 515
Brand blogs, digital marketing and, 496–497
Brand-building advertising, 433. See also Advertising entries
Brand community websites, 492–493
Brand content
advertising messages and, 433–438
digital marketing, 499
Brand development
brand extension, 246–247
line extensions, 246
multibrands, 247
new brands, 247–248
strategies, 246
Branded entertainment, 435
Branded web communities, 492–493
Brand engagement, 473
Brand equity, 240–241
Brand experience, , 221, 248
Brand extension, 246–247
Branding
customer-value and, 226–227
global, 559
Brand integrations, 435
Brand-marketing events, 476
Brand name hall of shame, 563
Brand name selection, 241, 242–243
Brand personality traits, 145
Brand placement, entertainment and, 435–436
Brand portfolio, managing complex, 44–45
Brand positioning, 241–242
Brand promise, 242
Brand publicity, 447
Brands
building community for (Nike), –
business-to-business, IBM, 162–163
differentiate, 11
emotional appeal and, 242
globalization of American, 553–554
managing, 248
niche, 535
PLC concept and, 265, 267–268
positioning, 11
retailing and, 368–369
superfans, 194–195
unit pricing, 584
Brand sponsorship, 241, 243–246
co-branding, 245–246
licensing, 244–245
national v. store, 243–244
Brand story (Converse), 439–440
Brand strategies
brand equity/value, 240–241
building strong brands, 241–243
Brand value, 240–241
Break-even pricing, 291–292
Bribery, ethics and, 595
Brokers, 389, 390
B-to-B digital marketing, 174–177
Budget
advertising, 432–438, 440–444
in marketing plan, 56, 57
promotion budgets, 413–415
See also Advertising budget; Promotion budget
Business
legislation regulating, 86
marketing channels of, 337
sustainable marketing and, 589–591
Business analysis, new product development and, 261
Business buyer process, 164
Business buyer decision process
general need description, 172
order-routine specification, 173
performance review, 173
problem recognition, 171–172
product specification, 172
proposal solicitation, 172
stages of, 171
supplier search, 172
supplier selection, 173
Business buying behavior
B-to-B brands, 162–163
buying situations, 167–168
decision process, 171–173. See also Decision process, business buyer
digital and social media marketing, 173–177
e-procurement/online purchasing, 173–174
influences on, 168–169, 171
institutional/government markets and, 175–179
model of, 167
process of, 168
Business markets, 72, 164–165
buying unit, 165
decision types, 165–166
segmenting, 195–196
structure/demand, 165
Business norms, culture and, 552
Business portfolio, 42–43
Business promotions, 473, 478
Business services, 224
Business-to-business
brands and (IMB), 162–163. See also Business buying behavior
competitor market shares and, 522
digital/social media marketing, 174–177, 467–468
e-procurements, 174
sales, 460
telemarketing and, 506
Butterflies, customers, 22
Buy buttons, e-commerce and, 512–513
Buyer behavior. See Consumer buyer behavior
Buyer decision process, 151
alternatives, evaluation of, 153
information search, 152–153
need recognition, 152
postpurchase behavior, 153–154
purchase decision, 153
Buyer-readiness stages, communication and, 408
Buyers, 168
direct and digital marketing and, 490
influences on business, 169
power of, 198
price changes and, 320–321
Buyer’s rights, 583
Buying center, 168
Buying decision behavior
complex, 150
dissonance-reducing, 150
four types, 150
habitual, 150–151
new products, 154–156
variety-seeking, 151
Buzz marketing, 139, 411–412
By-product pricing, 311