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, 7, 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), 2–4

• 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